Once seen as old-fashioned, traditional farmers markets are making a comeback, drawing young crowds eager for something the digital world can't offer.
From agricultural trade fairs to craft markets, the once "old-school" habit of visiting farmers markets is gaining popularity among young people.
On Douyin, videos hashtagged "farmers markets" had racked up over 24 billion views as of March 19. The trend is translating offline as well. On January 25, 2026, Zhulong Market in Chuzhou, Anhui Province saw daily visits hit 150,000, with more than half of visitors young people traveling from other provinces to experience the traditional fair atmosphere.
The surge isn't limited to rural markets. A growing number of new-style markets with artistic and cultural elements are attracting large youth crowds, blending commerce with lifestyle and social experience.
Experts say the trend reflects a deeper shift. In an interview with Guangming Daily, Li Hongyan, a professor at China Agricultural University, said young people are increasingly seeking authenticity in an age dominated by screens.
"Young people are drawn to markets because they offer a genuine sense of life," Li said. "What matters is not just what you buy, but the atmosphere, something vivid and real."
Old Version
