Published by ChinaMNC · Gongshu

From TV Show to Thriving Agri-Tourism Park: How Hangzhou Nurtured the 'Farming Planet' IP

A case study for foreign founders on how a Hangzhou media company turned a reality TV show into a successful agri-tourism park, with local government support and a long-term approach to IP development.

From Screen to Field: The 'Farming Planet' Story

For foreign founders considering a China-based venture, the journey of 'Farming Planet' (种地星球) offers a compelling case study in how a cultural IP can grow into a physical business with local government support. The project, located in Hangzhou's Xihu District, began as a reality TV show called 'Let's Farm' (种地吧) and has since evolved into an agri-tourism park that attracted over 4.2 million visitors since its opening in September 2025.

The story starts with Blue Sky Media Group (蓝天下传媒集团), a Hangzhou-based company led by Chairman Zheng Weilong. After producing shows like 'Twelve Flavors' and 'Back to Field', the team wanted to create content that audiences could not only watch but also experience in person. 'Let's Farm' was designed to show young people learning agriculture from scratch—respecting crop cycles and investing time in the process. This approach resonated with viewers, who followed the participants' struggles and successes.

Choosing the Right Location

Why did the team pick Houdoumen No. 58 in Sandun Town? Zheng cited three key factors: proximity to the city, authentic farmland and rural environment, and space for future development. As a local enterprise, Blue Sky Media also wanted to give back to the community where it is rooted.

Turning the idea into reality required government support. Filming involved agricultural activities, and offline development touched on land use, construction planning, and public services. The Xihu District government established a dedicated task force to coordinate multiple departments, ensuring smooth filming while exploring ways to integrate agriculture, culture, and tourism.

The local government's involvement also enriched the show's content. Sandun Town helped compile resources on local agricultural products, customs, and culture, facilitating activities such as making traditional Lixia rice and dragon boat racing. These seasonal traditions, experienced by the young participants, entered the screen and reached a wider audience.

From Filming Site to Business Park

The 'Houdoumen · Farming Planet' project was announced in May 2023, and the park officially opened on September 17, 2025. Today, it houses 23 shops offering dining, homestays, pet interactions, trendy cultural products, and team-building/study tours. Since opening, the park has welcomed over 4.2 million visitors, turning online fandom into real-life trips to Hangzhou.

How does content spawn new business formats? Zheng uses a tree metaphor: 'Content is like the roots of a tree,' he says, and the businesses are the fruits. Deep roots support sustainable development.

One way the park develops new offerings is by drawing inspiration from the show's details. For example, the Wheat Awn Restaurant incorporates crayfish and roses—featured in the show—into its menu, and inspired by Sandun's dragon boat races, it created a dish called 'Dragon Boat Fish.' The work and local life depicted in the show extend to the dining table, allowing visitors to connect with the story over a meal.

The park's businesses are given time to grow, just like crops. Zheng notes that shops are either self-operated or run in partnership, aiming to maintain consistency between content and business philosophy. The team is willing to give businesses three to five years to mature. During filming periods, some areas are temporarily closed to give priority to content production, preserving the creative foundation that continues to attract visitors. In summer 2026, combined with the 'Ten Hardworking Days' Hangzhou concert tour and park events, daily attendance peaked at 40,000.

Creating Reasons to Return

To give people reasons to revisit, the park continuously updates activities around solar terms and festivals. It has hosted over 80 events, including the Houdoumen Harvest Festival, the Farming Planet Cup Fun Agricultural Games, and the Houdoumen Youth Job Fair. From field experiences to theater performances, from gatherings of like-minded people to job opportunities, the park is expanding ways for different groups to participate and adding new content to daily life.

Zheng sees sustaining visitor interest as a key business challenge. Events require investment and may not immediately generate revenue, but the team hopes that through updates, people of different interests and ages will find reasons to stay. The IP's accumulated following gave the park a head start; the daily operations require ongoing effort from the operators.

Economic Impact and Community Integration

The park's growth is also building connections with Hangzhou's industries and local residents. As of June 2026, the project has attracted 27 enterprises to register in Xihu District, gradually becoming market entities rooted in Hangzhou. The park's supporting services have created jobs for at least 170 local residents. Land transfer brings rental income, and experienced farmers participate in agricultural production, serving as mentors to the youth. Retired village official Ye Shunhu became familiar to young audiences as an agricultural advisor on the show, and the farming knowledge accumulated in the countryside is being rediscovered and applied in park operations.

From show to park, and on to employment, agriculture, and daily consumption, Farming Planet continues to grow. Creation brings Hangzhou's fields to more people, city services help the story take root, and visitors' participation brings new vitality to the land.

Lessons for Foreign Founders

For foreign entrepreneurs looking to establish a presence in China, the Farming Planet case highlights several practical takeaways:

• Leverage local government support: The Xihu District's dedicated task force helped navigate regulatory hurdles and coordinated multiple departments. Foreign founders should engage with local authorities early to understand available support.
• Choose the right location: Proximity to urban markets, authentic local resources, and room for expansion were crucial. Consider these factors when selecting a site for your business.
• Invest in content and IP: A strong content foundation can spawn multiple revenue streams. Protect and develop your intellectual property.
• Be patient with business development: Give new ventures time to grow, as the park does with its tenants. A long-term perspective is essential in China's dynamic market.
• Integrate with the local community: Hiring local residents and involving them in operations can create goodwill and practical benefits.

These insights can help foreign founders navigate the complexities of registering and operating a company in China. For personalized assistance, consider reaching out to professional services firms.

This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.

Foreign founders can contact ChinaMNC on WhatsApp / WeChat at +86 153 1898 8535 for help registering and operating a company in China.