What attracts hundreds of thousands of visitors to Nanjie village annually?

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Nanjie Village Attracts Hundreds of Thousands of Visitors Annually by Embodying an Idealized Vision of China's Communist Past

Nanjie village draws hundreds of thousands of visitors each year due to its meticulously preserved and idealized portrayal of village life during China's Communist era, particularly the Mao Zedong period. This attraction is bolstered by its unique economic and social model, which stands in stark contrast to the market reforms that have reshaped much of the country. The village actively promotes a narrative of collectivism and ideological purity, creating a distinct destination for those seeking a tangible connection to China's revolutionary history.
An Immersive Experience of the Communist Past

Visitors to Nanjie village are immersed in a retro environment designed to evoke the pre-market reform era. Key attractions include "East is Red Square," a central gathering point featuring a giant statue of Mao Zedong, and themed red trams named "Moderate Prosperity" and "Chinese Dream." These trams transport tourists to various sites, including factories and public housing, where residents share narratives emphasizing the benefits of collectivism. The village's daily routines often begin with broadcasts praising Mao and group singing of revolutionary songs, reinforcing its commitment to ideological indoctrination.
A Model of Collective Enterprise and Ideological Indoctrination

Nanjie village operates under a model of collectively-owned enterprises and maintains a strong emphasis on ideological education, appearing largely untouched by China's market reforms. Residents working for village-owned enterprises receive benefits such as free housing, healthcare, and food, contributing to the village's image as a functioning Communist collective. This distinct approach, which includes modest, identical public apartments for residents, offers a stark contrast to the individualistic and capitalist tendencies observed elsewhere in China.
Growing Political Resonance and Official Interest

The village's adherence to Communist ideals has gained increasing relevance and support, particularly in light of President Xi Jinping's emphasis on Marxism and the importance of studying Chairman Mao. Since 2012, Xi's administration has promoted greater state control, the establishment of Communist Party branches in private enterprises, enhanced ideological education, and stricter media controls. Consequently, Nanjie has seen a rise in visits from local officials and party members who come to "study the Nanjie spirit," indicating a growing alignment between the village's practices and the central government's direction.
A Contrasting Image in a Capitalist Landscape

Nanjie's brand of Communism is presented as a deliberate counterpoint to the rest of China's economic trajectory. A liquor store worker outside the village aptly described Nanjie residents as "real Communists," while characterizing the rest of the nation as "capitalists." This perception, coupled with the village's unique economic structure and ideological stance, solidifies its appeal as a living museum of a bygone era and a symbol of enduring Communist principles in contemporary China.

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What attracts hundreds of thousands of visitors to Nanjie village annually?

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