Soccer league helps Guizhou connect with world(3)

Personal connections

Visiting foreign teams often stay in local villages, where they enjoy authentic local cuisine. "This not only gives foreign visitors a taste of rustic village life but also spreads the benefits of tourism more widely," Ouyang said.

In Taipan village, the birthplace of Cun BA, once unfamiliar to foreign visitors, English signs are now common and local vendors have picked up basic English phrases.

Li Zhouzhou, who runs a Miao handicraft shop, said these changes have brought unexpected opportunities.

"When Cun BA first gained attention, tourists from Singapore visited my shop. They are drawn to Miao silver jewelry and embroidery, which have become their favorites," she said.

Li never imagined that her shop would attract so many international travelers. "Foreign visitors love the intricate designs and the stories behind our crafts. Many buy them as souvenirs, which has increased our income."

To attract more customers, Li posted her interactions with foreign visitors on social media.

"This promotion unexpectedly helps lure more attention to my store," she explained.

Kang Xiao, an associate professor at Beijing Foreign Studies University's School of International Relations and Diplomacy, said, "The grassroots essence of Cun Chao is what makes it truly special."

Kang emphasized that rural vitalization goes beyond economic growth.

"It's about enriching people's cultural lives and enhancing their mental well-being," he explained.

Argentine ambassador Salvia said during his speech in Guizhou, "They (the games) reflect the genuine energy and enthusiasm of local communities for the sport, demonstrating how soccer is deeply integrated into the daily lives of the people."

Kang likened international exchanges to building friendships, emphasizing the need to find common ground from an everyday perspective.

Sports, Kang noted, speak a universal language. "The passion and determination displayed by Guizhou villagers on the field embody their aspirations for a better life. That's what resonates with international audiences."

He added, "The villagers of Rongjiang may not speak English or Spanish, but they speak the universal language of sports. When foreign athletes step onto the village soccer field, they're met with cheers and a shared connection that transcends words."

Kang also expressed concerns about Cun Chao losing its viral status. "Its growth shouldn't depend on temporary online fame. Instead, it should focus on preserving its grassroots spirit while building structured international sports exchanges," he said.

Efforts to expand the international reach of the Village Super League are already in motion.

Rongjiang hosted a grassroots soccer coach training session led by the Premier League on Dec 2.

The program involved 42 participants, including the league's players and local PE teachers.

In 2023, the league signed a strategic partnership with the Premier League and launched several training programs, with plans to organize community soccer tournaments.

The plan aims to promote Cun Chao domestically, attract foreign teams and eventually host international tournaments.

"We're currently in the second phase and aim to invite more foreign teams and influencers this year," Ouyang revealed.

"Our goal is to strengthen partnerships with leagues like the Premier League and La Liga to learn from their events organization, fans engagement and soccer culture," he added.

During the third session of the 14th Guizhou Provincial People's Congress on Sunday, Governor Li Bingjun outlined the province's 2025 goals to promote mass sports participation and advance competitive sports development.