Guizhou’s Village Super League Expands to Provincial Stage
When the final whistle blew at the Village Super League (Cun Chao) football field in Rongjiang County, Guizhou Province, the crowd erupted. The home team had just clinched the inaugural provincial-level championship, marking a historic milestone for China’s most famous grassroots football phenomenon. On August 2, the Qiandongnan Suantang Benniu Team defeated the Tongren Fanjing Matcha Team 3:2 in the championship final, as Xinhua News reported.
From County Roots to Provincial Stage
The Village Super League began in January 2023 as a modest county-level tournament in Rongjiang, with just eight village teams competing. It quickly went viral nationally and internationally, becoming a signature event for Guizhou and a symbol of rural China’s sporting vitality. The league’s origins trace back to the 1940s, when football was introduced to Rongjiang by Guangxi University students fleeing the Japanese invasion, according to Wikipedia.
In October 2025, the tournament underwent a historic transformation. The Guizhou provincial government launched the upgraded Guizhou Rural Football Super League, expanding the competition from Rongjiang’s “single-point boom” to all 88 counties and districts across the province’s nine cities and prefectures. The expansion created what officials describe as a pattern of “every county plays Cun Chao, every week has matches, every month has activities.”
A Tournament of the People
The provincial competition featured more than 3,000 matches involving thousands of grassroots teams and tens of thousands of players. The championship stage, which began on May 16, brought together nine teams representing all nine cities and prefectures in a home-and-away format over nearly three months.
The players embody the league’s grassroots spirit. Fruit farmers, truck drivers, self-employed individuals, doctors, teachers, and firefighters all took to the pitch, representing workers from every walk of life. Teams are named after local cultural and economic features - the Kiwi Fruit team from Guiyang, the Jiangxiang Liquor team from Zunyi, the Peasant Paintings team from Liupanshui, and the Huangguoshu Waterfall team from Anshun, among others.
“Cun Chao as a brand event has gone from Rongjiang to the whole province, bringing more Guizhou grassroots players into football,” said Lu Junjie, captain of the Liupanshui Peasant Painting Team, as quoted by China.com.cn. “I believe that as the event continues to develop, the provincial-level competition will, like the county-level competition, continue to improve the level of grassroots football across Guizhou.”
Economic Impact Across the Province
The tournament’s expansion has amplified its economic effects. The opening match of the championship stage on May 16 attracted over 60,000 fans and generated 86 million yuan in comprehensive tourism revenue for Rongjiang alone. A June 13 match in Huichuan District, Zunyi, drew approximately 70,000 visitors and generated 6.8 million yuan in tourism revenue, according to China Culture Daily.
During the June 9 Tongren home match, Bijiang District received over 50,000 tourists and generated more than 5 million yuan in tourism revenue, with five-star hotel occupancy exceeding 90 percent. The tournament also introduced a consumption voucher scheme, allowing players and fans to claim 500-yuan exclusive vouchers through the “One Code Tour Guizhou” platform using match ticket stubs.
“Every match, whether in Zunyi or going to other competition areas, we can see large crowds of spectators,” said Wu Wenle, a player for the Zunyi Jiangxiang Team. “The provincial-level competition has not only driven the popularity of grassroots football across the province but has also visibly boosted tourism and consumption in various places.”
Cultural Fusion and Community Pride
Beyond the football, the Village Super League has become a platform for cultural celebration. Ethnic minority performances - including Miao lusheng dances, Dong grand songs, and traditional costumes - are woven into the matchday experience, creating a uniquely vibrant atmosphere that has drawn visitors from across China.
Chen Guanxi, a tourist from Guangzhou, traveled with her family specifically to experience the Cun Chao culture. “The cultural atmosphere here is particularly good,” she said. “Besides seeing mountains and water in Guizhou, it’s about seeing the people. The enthusiasm of the ethnic minorities makes us feel great.”
The tournament has also become a vehicle for youth football development. Li Zhangzhu, Guizhou’s youth training director and a renowned football coach, expressed optimism about the league’s impact on the next generation. “I look forward to children from all Cun Chao host cities joining Guizhou youth training and kicking out a future together,” he said. “The atmosphere of Cun Chao will drive children to want to play football and parents to love football.”
A Model for Rural Revitalization
The Village Super League represents a successful model of integrating sports, tourism, culture, and commerce. Since its inception, the league has drawn millions of visitors to Guizhou. By 2025, cumulative tourist visits exceeded 17 million, generating over 200 billion yuan in tourism revenue. The league has also spurred the creation of thousands of new businesses and market entities, from food stalls to hotels.
Internationally, the Village Super League has gained recognition far beyond China’s borders. In 2023, it signed a strategic pact with the English Premier League for grassroots coaching initiatives. By 2025, international friendlies involved teams from France, Hong Kong, Liberia, Brazil, and Benin, and the model has been replicated in African nations including Benin and South Africa.
What’s Next
As the inaugural provincial championship concludes, attention now turns to what the future holds for the Village Super League. The successful expansion from county to provincial level has demonstrated the model’s scalability, and organizers are already looking ahead. Plans include hosting a “Cun Chao World Cup” in 2028 and constructing a football-themed cultural town in Rongjiang, positioning the county as a hub for global sports tourism.
The Dongjing News report noted that the tournament has achieved a historic leap from Rongjiang’s “single-point boom” to a province-wide “blossoming everywhere” pattern. As the league continues to grow, it stands as a powerful testament to how grassroots sports can drive rural revitalization, cultural preservation, and community cohesion - one match at a time.