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."