JINAN — In the bustling city of Jinan, capital of East China's Shandong province, a new trend is emerging. Young urbanites gripped by "green fever" are seeking out mud, manure and the simple satisfaction of growing their own tomatoes.
Demand at Zhanglingqiu's Fields, a newly opened shared vegetable garden in Jinan, is striking: 204 plots of land, averaging 30 square meters each, were snapped up by enthusiastic renters within just 10 days of opening.
This trend represents a growing movement among young people to seek a digital detox and return to nature, using hands-on cultivation as a way to ease the pressures of modern urban life.
For many of these new urban "farmers", the experience feels like a tangible realization of virtual games they once played.
"This plot is already taking shape," says Zhao Xinrui, a staff member at the garden, pointing toward an area arranged with stone slabs and tea tables. "It looks like a real-life version of QQ Farm," she adds, referring to the once-popular social media game where players managed virtual crops.
The business model is tailored for busy city dwellers with three service tiers. A self-managed plot costs 1,299 yuan ($188) a year, while semi-managed and fully managed options range up to 1,599 and 1,899 yuan annually, with garden staff assisting with weeding, watering and even harvesting.
Despite the convenience of full management, the majority of renters, particularly the young, choose the self-managed route, drawn by the therapeutic value of manual labor.
The motivations behind this boom are deeply rooted in mental well-being and cultural identity. Li Lubing, a 34-year-old renter, says he is paying for the experience rather than just the produce. "Perhaps it's the farming DNA in Chinese people's blood," he says.
The core appeal lies in mental well-being, as the physical act of tilling soil provides a direct antidote to urban stress. This spiritual healing is a primary service these gardens commodify.
The appeal extends beyond individuals to families, who account for about 70 percent of renters. For parents like Li Jiarun, the garden is a living classroom where her child can learn about crops firsthand — knowledge often absent from modern urban education.
Safety and accessibility are key, with designs like low, blunt-topped fences for children. The gardens also provide free tools and guidance, lowering the entry barrier for novice "farmers".
According to media reports,"communal gardens" have become popular in many parts of China, including cities like Beijing, Shanghai, Chengdu, Nanjing, Guangzhou and Shenzhen.
"Consumers are buying a composite value of health, experience, emotion, and education. Fresh farm produce is merely a by-product," says Cui Bingqun, a professor at Shandong Agricultural University.
