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Upgraded Proposal for the Shifang Village Caodou Radish Festival, Qijiang District

Updated: Jun 15, 2025

Date: 2024.10.29


Role ：Event Planning / Content Writing / Creative Direction


Brief

Building on the established agricultural brand of the Caodou Radish in Shifang Village, Ganshui Town, Qijiang District, the original festival lacked diversity and deep cultural integration. In the context of rural revitalization, our team aimed to systematically upgrade the previous plan by centering on the theme “Caodou Feast · Rural Culture,” integrating Miao ethnic traditions, farming experiences, local cuisine, and digital media to create an immersive and communicative agri-tourism event.


Creative Concept

01｜Brand and Cultural PositioningUsing the Caodou Radish as a symbolic anchor of local agricultural identity, the project revolves around the triad of "Miao Culture × Local Farming × Rural Tourism", exploring cultural narratives and constructing a distinctive regional image.

02｜Key Highlights of the Upgraded Activities

  • All-day experience flow: From a 9 AM Radish Classroom to an 8 PM Bonfire Music Festival, activities are arranged to seamlessly connect farming, culture, cuisine, performance, and social interaction.

  • Creative flagship program: A custom-designed immersive script-game Mystery of Radish Village, paired with Miao intangible heritage workshops, radish weaving sessions, and a Radish Pulling Sports Meet to enhance visitor engagement.

  • Digital content & engagement: Launch of a “Caodou Culture Challenge” on short-video platforms; a dedicated H5 pathway integrates digital maps, personality quizzes, and NPC side quests.

03｜Visual Style DirectionCombining "Miao Silver × Caodou Yellow × Radish White" into a cohesive palette, the visual identity blends folk symbols with agricultural textures. Deliverables include vintage-style illustrations and real-scene installations for photo ops.

04｜Target Audience ExpansionBeyond the original “family and cultural tourists,” the strategy incorporates “Z-gen content creators” and “educational/corporate groups,” optimizing experience routes and social mechanics for broader reach.

05｜Cross-Platform & IP Collaborations

  • IP Collaboration: Partnering with the mobile game Back to the Countryside for themed skins and storyline integration.

  • Cross-Disciplinary Crossover: Featuring carving artists like Wang Xifa and Zhang Xiaoquan to engage in live radish sculpture performances.

06｜Optimized Communication Timeline

  • Preheat: Short-video challenges + NFT digital radish collectibles release

  • Peak: Three-day on-site main event + livestreaming across platforms + influencer group visits

  • Echo: Offline immersive script-game pop-ups + long-term rural homestay traffic redirection

07｜Sustainability & Social Impact

  • Local income growth: Integrating livestream sales and regional e-commerce for radish product bundling, increasing farmers' income

  • Public welfare tie-in: Launching a “Radish for Education” plan where partial proceeds from radish product sales fund rural education efforts

Expected Outcomes

  • Over 30% increase in on-site visitors

  • Over 50 million views on Douyin-related topics

  • 15%+ growth in Caodou Radish brand conversion rate

  • Estimated economic impact exceeding ¥5 million in local tourism-agriculture revenue


Conclusion

This proposal reflects a strategic upgrade from “traditional festival” to “immersive rural brand journey.” By emphasizing locality, immersion, and integrated engagement, the Caodou Radish becomes not only a local delicacy, but also a shared memory and a cultural heritage carried forward.


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