After the popular song "Good Morning Longhui" became popular all over the country, Longhui County, a "small town in central Hunan", immediately became an Internet celebrity tourist city.

  According to statistics from the cultural and tourism department of Longhui County, during the Spring Festival in 2023, the number of tourists in the county will increase by 56% year-on-year, and tourism revenue will increase by 61% year-on-year.

  "During the Spring Festival, our family has to receive more than 200 people every day." "Good Morning Longhui" singer and singer Yuan Shuxiong told The Paper (www.thepaper.cn).

  A song has made a city popular, and there are countless previous examples. This time it is the turn of Longhui, a small "ten-line" county.

  Last year, with its catchy lyrics, inspiring melody and cheerful and dynamic rhythm, "Morning Longhui" quickly achieved fission spread on social media and online platforms, and gained tens of billions of traffic. The phenomenal Divine Comedy finally appeared on the Spring Festival Gala of CCTV and Hunan Satellite TV this year.

  The Longhui County Party Committee and the county government are also gearing up to further consolidate the local cultural tourism economy and realize the transformation of "flow" into "retention".

  Recently, the 2nd Shaoyang Tourism Development Conference Swearing-in Conference (hereinafter referred to as the Tourism Development Conference) was held in Longhui County. Liu Jun, secretary of the county party committee, led all participants to make an oath-"to build a nationally and world-renowned alpine platform Unite and strive for tourism and vacation destinations.”

  The theme established by this year's Tourism Development Conference is also very resounding - "Good morning and long return to Huayao on the cloud".

  It can be seen that this song has been regarded as a cultural "native product" and a public brand by the local people to maximize its value.

  During the Shaoyang Tourism Development Conference held in September this year, many supporting activities such as the local music festival, national karaoke competition, and wine culture experience festival will be labeled as "Good Morning Longhui".

  "We are working hard to make good use of the influence brought by "Good Morning Longhui" to continue to promote the development of the cultural tourism industry in Longhui County." Wei Biao, director of the Culture, Tourism, Radio, Television and Sports Bureau of Longhui County, told The Paper that from the end of December last year to the present , he only rested for half a day on New Year's Eve, and the rest of the time he was busy and had almost no time to rest because "there are too many things to do."

  So how did Longhui County, a small county dubbed the "Eighteen Lines" by netizens, master the secrets of traffic and become popular through cultural "local specialties"?

write a song for my hometown

  "The environment in Longhui is good, so I can write good songs." Yuan Shuxiong said, he always emphasized that he is a country singer from a small county.

  He had previously signed a contract with a record company in Guangzhou, and since then he has embarked on the road of a professional singer, but he failed to achieve the success he wanted.

In 2011, Zhong Yifan, the secretary of the Longhui County Party Committee at the time, and Li Minghai, a member of the Standing Committee of the Longhui County Party Committee and head of publicity, broke through the traditional employment mechanism and recruited him as a music director of the Longhui County Cultural Center with special talents.

  Since then, Yuan Shuxiong has ended his days of wandering abroad, and he has shouldered the responsibilities and expectations given by the organization-writing and singing songs for his hometown, using music as a medium to vigorously promote Longhui.

  It can be seen that the previous Longhui County Party Committee and county government attached great importance to folk culture and publicity work, and provided cultural support policies and employment mechanisms to match it.

  Yuan Shuxiong's working environment at the Longhui County Cultural Center is relatively relaxed. He does not have to sit on a fixed shift. He also arranges two months of creation every year for grass-roots folk music collection. The requirements are not high. He only needs to complete 2 or more works that reflect the local style every year.

  This gave Yuan Shuxiong a lot of room for creation. Instead, he actively created. He has created many down-to-earth songs such as "Dalonghui", "Baoqing Mansion", "Hello Longhui" and "I am from Wei Yuan's Hometown". Music works, some works are still widely circulated in the local area.

  The songs he created have several characteristics: easy to understand, inspirational, down-to-earth and easy to sing, and while maintaining grassroots, they conform to the main theme and mainstream values.

  In 2018, to celebrate the opening of the high-speed railway in Longhui County, he composed the song "Blessed Wine and Toast to Hometown"; in July of the same year, he composed "Father's Hand", relying on the relationship between father and son, combined with the ancestral craft of his father's hand-made tea , praising the scenes of rural life through hard work and getting rich.

When the new crown virus hit in 2020, he composed and sang the anti-epidemic song "I Remember Your Name", which was spread on multiple platforms and infected countless people.

  Yuan Shuxiong's lyrics are simple, simple, straightforward and full of affection, so they are easy to move people.

  In the lyrics of "Hello, Longhui", he wrote: "The face is full of spring breeze, and the sun is just right; the familiar street, the taste of my hometown; come to a bowl of beef noodles from my hometown, and boil a bowl of sweet wine and eggs." In "Longhui", he even described his hometown as "the most beautiful star in the night sky".

  This song was created in 2020. At that time, the haze of the epidemic had just passed, and people hoped to see the sun and dawn as soon as possible. He wrote a song for this purpose, and his motivation for creating it is also very simple-"I want to inspire everyone" .

  "This song made many people feel affection for their hometown, so it touched many people." Wei Biao said that the early listeners of this song were mainly locals in Longhui County.

  At the beginning of 2022, the epidemic situation in Hong Kong was severe. Some netizens paired "Good Morning Longhui" with the mainland's assistance to Hong Kong, and it quickly became popular on social media. It broke through 100 million in just one month, and then soared to hundreds of millions; It was also paired with a picture of Messi winning the championship by netizens, and the traffic on the entire network reached tens of billions.

  No one can imagine that a remote county located in the south-central part of Hunan will magically intersect with the World Cup and star Messi, and finally be on the stage of CCTV Spring Festival Gala and Hunan Spring Festival Gala, gaining mainstream and official recognition.

  As a creator who has lived in the county for a long time, Yuan Shuxiong's creative method is very traditional - to go to the grassroots.

  "The soil where I live is the countryside," Yuan said.

Reviving "People's Literature and Art" in the Countryside

  The whole area of ​​Longhui County belongs to the ancient Meishan Mountain. Everyone in the area has been good at singing since ancient times, and the songs have been exported.

  "Don't look at a small Longhui County, whether it is music, cultural activities, or literary works, they all have a deep connection with the countryside." A party and government official in Longhui County told The Paper.

  Longhui folk literature and art are also extremely developed, with more than 200 kinds of percussion and wind music, and rich custom dances, long-drum drums, and religious sacrificial dances. The activities of the hall and Qingmeishan are also very colorful.

  The most worth mentioning is that after years of intensive cultivation, "Village Evening" (full name: Village Spring Festival Gala) has become a popular trend in the whole county and has become a brand of rural culture.

  As the "carnival" of the local villagers in Longhui County, the "Village Evening" programs in almost all villages in the county are written, directed and performed by the villagers themselves. Country style.

  Longhui County has many years of "village evening" history. The earliest "village evening" was held in Mingde Village under the jurisdiction of Liuduzhai Town, and it has been held for 23 consecutive sessions.

  On the evening of January 8 this year, Yuan Shuxiong, who had just participated in the Hunan Satellite TV New Year's Gala, appeared on time at the 2023 "Village Evening" recording site in Zhangjiapu Village, Liuduzhai Town, Longhui County. He still sang the song "Morning "An Long's Return" drew applause from the scene.

  The "Village Evening" in Zhangjiapu Village has a high reputation in the local village.

In 2016, the village presented the "Village Evening" on the stage of CCTV-1 "Happy Chinese", which was an instant hit and attracted many local villages to follow suit.

  During the Spring Festival this year, under the drainage effect of "Good Morning Longhui", tourists from south to north rushed to Longhui County. According to statistics, more than 100 villages in Longhui held "Village Evening".

  It can be seen that the "village evening" is not only a grand event of local rural culture, but also gradually transforms into an important stage and traffic carrier of local rural life.

  "In this way, our cultural tourism will have a foundation, and our culture will have vitality." Yang Shaohui, deputy secretary of the Longhui County Party Committee and county magistrate, said in an interview with a reporter from CNR.com.

  "The growth and maturity of China's economy and society has awakened the cultural self-confidence of the villagers, and has also made Longhui a high-quality soil for the infiltration and growth of people's literature and art." Li Mengzhao, a writer from Longhui County, told The Paper.

  Li Mengzhao works in a party and government agency, and he uses his spare time to create literary works.

  In September 2018, he and his daughter Li Lingjie co-authored a novel - "Guren Zhuang", which is a literary work depicting his hometown.

The reason why he wrote a biography for his hometown is very simple - "Longhui is a unique place."

  "Majestic mountains, idyllic pastoral songs, good cultural soil and natural scenery, so we can create music and novels." Li Mengzhao said.

  "Old People's Village" written by him and his daughter depicts the historical changes of Shiqiaopu Village, Simenqian Town, Longhui County. Life and historical changes can be regarded as village history and local history.

  "Shiqiaopu Village is located in a basin surrounded by mountains. There is a big bluestone street, a Nanshui River, and two rows of black wooden houses. Generations of villagers live here endlessly. Carpenters, blacksmiths, stonemasons and bamboo sticks It is a typical southern Chinese village where craftsmen realize free family inheritance," Luo Zongyu, a professor at Hunan University's School of Liberal Arts, wrote in a commentary.

  "I wrote this book for more than three years, but it took more than 30 years to conceive the novel." Li Mengzhao said that he came from the countryside of Longhui. Look at the road you have traveled.

  The Shiqiaopu village in his works represents not only the villages of Longhui, but also the villages of China. They have all experienced changes from tradition to modernity. They not only stay at the concrete level, but also enter the deeper spiritual psychology and human nature. level.

  "We are a very lucky generation who have experienced the historical period of China's reform and opening up, so it is necessary to remember it." Li Mengzhao said.

From "net red" to "long red"

  ""Good Morning Longhui" just became popular, and it seems to coincide with the pace of Longhui County's vigorous development of the tourism industry." A party and government official in Longhui County told The Paper.

  In terms of location advantages, Longhui County is not remote. It is only 255 kilometers away from Changsha, the provincial capital, and 56 kilometers away from downtown Shaoyang. The convenient transportation from north to south has laid a solid foundation for the development of the local tourism industry.

  According to Red Net reports, in 2022, Longhui County will receive 5 million tourists and realize a comprehensive tourism output value of 5.5 billion yuan.

  In recent years, Longhui County in Hunan Province is making great efforts to create a tourism image of "Wei Yuan's Hometown Huayao on the Clouds", that is, to make full use of the cultural communication power of the national scenic spot Huxing Mountain-Huayao Scenic Spot and the great thinker Wei Yuan to drive the local cultural tourism economy and Increase the sales and added value of agricultural and sideline products "three spicy" (ie ginger, pepper, garlic) and "four treasures" (ie honeysuckle, dragon tooth lily, ancient brown sugar, Polygonatum odoratum).

  The situation faced by all county-level cities in China is the same - how to obtain traffic is a difficult problem.

  Longhui County is very lucky. A song "Good Morning Longhui" helped Longhui County temporarily solve the traffic and communication difficulties and enhance the local popularity.

  On the eve of the Spring Festival, during the two sessions of Hunan Province, Yang Shaohui, a representative of the Provincial People's Congress, deputy secretary of the Longhui County Party Committee, and county magistrate, confidently issued an invitation to the outside world through the media, welcoming people from all over the country to visit Longhui.

  The effect is obvious.

According to statistics from the local cultural and tourism department, during the Spring Festival in 2023, the number of tourists in the county will increase by 56% year-on-year, and tourism revenue will increase by 61% year-on-year.

  In order to consolidate the value of "Good Morning Longhui", the local government of Longhui has registered "Good Morning Longhui" as a public brand, empowering local cultural tourism and agricultural and sideline products with music culture, and helping local people increase their income.

  But how to use the heat brought by the songs to consolidate the local cultural and tourism infrastructure, successfully accept and retain tourists from south to north, and even obtain a higher level of resource allocation, so as to realize the transformation from "striving traffic" to "striving economy" Transformation, which has become a new topic in Longhui County.

  "A city prospers because of its people, and it can also prosper because of its songs." Wang Zhaofeng, dean of the Tourism College of Hunan Normal University, told The Paper that he believes that the phenomenon-level song "Good Morning Longhui" successfully unlocked the "out of the circle" of Longhui County However, becoming an Internet celebrity city is not the goal. Longhui County must change from "traffic thinking" to "reserve thinking" to realize the development from "Internet celebrity city" to "Changhong city".

  How can we dig deep into the urban connotation of Longhui?

  Wang Zhaofeng believes that we should tell the stories of famous people such as "Wei Yuan, the number one man in the world with open eyes", "Wei Guangtao, the famous anti-Japanese general", "Tan Renfeng, the hero of the 1911 Revolution", and take advantage of the traffic miracle of "Good Morning Longhui" to make good use of Huayao flower-picking and Huayao National intangible cultural heritage products such as Wuwa folk songs and Tantou New Year pictures will create Longhui's music IP and tourism city brand.

  "Let music IP and cultural tourism IP resonate at the same frequency." Wang Zhaofeng said that music has a strong impact and appeal of the times, and is deeply loved by young people, but the combination of music and tourism can bring tourists a better experience feel.

  He suggested that the local government combine rural tourism, red tourism, folk tourism and health tourism, and cultivate new cultural and tourism formats through the "music + tourism" model, so as to build a comprehensive, diversified and high-quality tourism product supply system.

  "Let Longhui become a yearning city for living and traveling, a beautiful city and a thriving city." Wang Zhaofeng said that he suggested that Shaoyang Municipal Party Committee, Municipal Government and Hunan Provincial Department of Culture and Tourism allocate more resources to Longhui to build and consolidate the local area. Development of cultural tourism industry.

  "The brand of "Morning Longhui" is hard-won. There are many articles to do in it. We are thinking about how to use its IP well, steadily and for a long time." Wei Biao said.

  The second Shaoyang Tourism Development Conference held in September this year has become an important stage for Longhui County to develop local tourism.

Before the Tourism Development Conference was held, the Longhui County Party Committee and the county government were accelerating the completion of infrastructure, scenic spots, transportation, and signs. The Longhui County Cultural and Tourism Department was also holding supporting activities based on the traffic thinking of social media.

  "Strive to hold an event every month to attract the flow of people, consolidate the brand value of "Good Morning Longhui", and create momentum for the Tourism Development Conference." Wei Biao said.

(The Paper reporter Han Yuting)