Going to the big market, eating a big banquet, short videos show "the temptation to go home"

The Spring Festival is approaching, and on short video platforms, more and more people are participating in topics related to the "Chinese New Year". For example, the number of video views on "going to the big market" and "eating a big banquet" is already very impressive, and users are also looking for the flavor of the New Year in their hometowns in these videos. How to interpret the content of these videos and the traffic code behind them? Let's take a look at the author's analysis.

"Today I will spend 100 yuan to have a seafood feast at Shandong Market."

Small sea cucumbers for 5 yuan each, fresh abalone for 12 yuan for two, large crabs for 45 yuan per pound, plus scallops, octopus, crabs, and shrimps, and then I spent 24 yuan to ask my aunt to process them, and then stewed them over the red fire, and a big pot of seafood stew was ready. The total cost was 130 yuan.

On December 9, "Jinsong's Happy Life" drove 55 kilometers to Shandong Boli Fair and recorded his process of going to the fair with a video. As of now, it has received over 1.19 million likes.

Netizens left comments one after another, saying, "It's too good to be true, it's too tempting", "Here in Zhejiang, I guess the processing fee of 130 is not enough", and the netizens' strong envy could be felt through the screen.

It is cheap, delicious and lively. Recently, countless netizens have been attracted by the strong atmosphere of the fair and have started to watch the fair in short videos.

The so-called big market refers to a relatively large open-air market between urban and rural areas, where there are all kinds of stalls for eating, drinking, playing and having fun. In the early years, farmers would also buy and sell cattle, sheep and other livestock at the big market.

As of press time, the cumulative online playback volume of topics related to Gan Daji has exceeded 4 billion times.

Recently, a dark horse has emerged in the food video industry - rural banquet dishes. The so-called rural banquet dishes refer to the delicacies prepared on the spot by the most powerful chefs in the surrounding villages during weddings and funerals in the countryside.

These videos do not have beautiful scenery, twists and turns in the stories, or exquisite makeup, but the topic #农村大席# has received a cumulative playback volume of over 7 billion times across the entire network.

Related topics of #农村大席# on Douyin and Kuaishou

In addition, topics such as #What are the first batch of dogs returning to the village doing# have also begun to gain popularity. As the New Year approaches, people are homesick. Facing the first Spring Festival after the lockdown, people are beginning to feel the growing New Year atmosphere in advance through short videos.

1. Go home to attend the big market. Do you like this atmosphere?

“In the north, people eat lamb; in the south, people eat crab; in Guangdong and Guangxi, people eat all kinds of food in nature; in the Northeast, people dip everything in soybean paste; in Yunnan, people eat mushrooms that are like heaven.” Our country has a vast territory, and the big markets in different places have their own unique flavor.

The most popular one is the Shandong market. Recently, a Shandong woman brought her Korean daughter-in-law, Lili, to the Shazikou market in Qingdao.

At the fair, "Korean Lili" not only saw Zhangqiu scallions that were taller than people and bought 10 kilograms of Shandong dates at a time, but also felt the hospitality of the stall owners. Some of them kept giving her apples and pomegranates to try, saying, "You can crack them open and try them," and some praised the "Korean daughter-in-law is so beautiful."

In this regard, netizens were shocked by the amount of vegetables that northerners buy, while joking that with the level of social skills of "Korean Lili", she could eat without spending any money at the market. "Korean Lili" and her family returned home with a full load of green onions, and this video full of laughter and joy also received over 820,000 likes.

If seafood and green onions are indispensable at the Shandong market, grilled lamb skewers and beef pilaf are indispensable at the Xinjiang market more than 3,000 kilometers away.

Recently, many Xinjiang compatriots have been busy going to the bazaar in the weather of minus 14 degrees Celsius.

Grilled skewers that are crispy on the outside and tender on the inside, which cost two yuan a skewer; Hotan watermelons that you can eat first and buy later, which cost two yuan a piece; beef pilaf for 20 yuan a bowl; and horse intestine naan that is only available in winter... A foodie netizen commented, "I can sell 50 skewers of barbecue every day for only two yuan."

The bazaar was packed with people, and mouth-watering delicacies could be seen everywhere. As a result, the blogger "didn't want to leave Xinjiang" and it was not easy to find a seat after buying the pilaf.

Fortunately, with the help of the hospitable Xinjiang compatriots, the blogger not only found a seat but was also given a cup of hot drink.

So far, the video "I don't want to leave Xinjiang after coming here" has received over 500,000 likes, becoming the blogger's best video.

Of course, the big market is not always this lively and original. In the photos of some bloggers, going to the big market has a cool and high-end feeling, making people feel that they are not going to the big market, but entering a wonderful movie world.

Blogger "61" has captured the temperament of Henan Market perfectly:

The little kid drinking orange juice on the three-wheeled electric vehicle, the old man sitting on the street shaving and washing his hair, the stirring chestnuts, the freshly roasted sweet potatoes, the old man selling belts, and the thunderous BGM make people feel that everyone in the market is a hero hidden in the market.

In the video of "Hometown Diary", going to the market has a rare sense of freshness.

The brother and sister squatted down to eat roasted sweet potatoes, and then tasted freshly fried dough twists, accompanied by sweet green onions. It was a picture of a comfortable life in their hometown.

The reason why the big market attracts so many bloggers and netizens to take photos and watch is that, unlike the exquisite and orderly shopping malls in the city, the big market has a rare freedom and intimacy in the chaos. Here, people don't have to be polite, they just need to enjoy the food and laugh wildly.

Rather than saying that netizens are going to a big market, it is better to say that everyone is enjoying the rare taste of home.

It has been observed that as the Spring Festival approaches, there are more and more videos of people going to the big market across the country, and the total online playback volume of the topic #赶大集# is increasing at a rate of 100-200 million per week.

2. Rural banquets, another kind of food temptation

After having enough fun at the fair, you still need to fill your stomach.

"The first dish is pork liver mixed with white fungus, the second dish is the local specialty roasted lamb, the third dish is beef mixed with chives..."

Through the video of "Xiao Ding Tan Mei Shi", netizens learned about the grand wedding banquet in rural Shandong. 16 dishes and 4 soups only cost 400 Wen (yuan), and they are made and processed on the spot. Not only are they delicious but also fresh, making people drool just by looking at them.

As of press time, the video has received over 1 million likes.

"Rural Brother Liu" recorded in detail the entire process of stir-frying shredded pork at a rural banquet. A large iron pot, a coal stove, and side dishes that had to be served in basins, facing the rising flames, the cooking chef's technique seemed particularly smooth.

One netizen commented, "It looks careless, but he is actually strictly controlling the timing."

On Xiaohongshu, which is famous for its exquisiteness, there is also a place for rural banquet dishes.

So far, there are more than 1,500 notes on Xiaohongshu, among which the video "Big Kacha Diary" recording wedding banquet dishes in rural Northeast China has received more than 14,000 likes in total.

The rural banquet dishes photographed by Xiaohongshu bloggers look better.

Netizens have even debated on short video platforms and Zhihu about whether rural banquets are delicious and whether they are more hygienic than hotels. One netizen left a message saying, "I would rather eat a rural banquet than eat food from a star-rated hotel."

In addition to showing the preparation process of rural banquet dishes, recently, the video of young people slaughtering the New Year pig has brought a lot of joy to netizens.

In order to hold down the overly active big white pig, seven or eight young men were needed to work together, some pulling the rope, some pulling the ears. Some simply jumped on the pig's back, hoping to suppress the big white pig with their weight, but they were dragged around the village and thrown over their shoulders.

The young guys looked embarrassed, but netizens were delighted. Fortunately, the final result was good, and the big white pig was finally conquered by the young and strong guys. Recently, a young guy became a little famous because of his overly elegant movements when shaving pig hair.

In these videos of rural banquets, urban netizens discovered a flavor of food that was different from hotel meals, while rural netizens dreamed back to their childhood, recalling the moments when a group of children ran and played in the empty village while eagerly waiting for the delicious banquet to be served.

Just like what one netizen commented: "What you eat is the taste of fireworks, what you taste is the love of neighbors, and what you can't cut off is a heavy sense of homesickness."

3. The dog's return to the village is a traffic code, but also a homesickness that cannot be hidden

Some people can only feel the New Year atmosphere through short videos, while others have already returned home early.

During the Spring Festival in previous years, the short video of Cuihua and Gousheng gathering at the village entrance would sweep the screen, but this year the dogs were the first to figure out the traffic code.

On December 26, "Goudan Diary" posted a diary of his dog returning to the village: he disappeared early in the morning, went to the neighbor's house to eat duck meat, played with the little black, little white and little yellow in the village after eating, and went home to sleep when he was tired. So far, the video has received more than 2.57 million likes.

Recently, many dogs have returned to their rural hometowns before the workers. Under the Douyin topic #What are the first batch of dogs returning to the village doing#, the dogs seem to be extremely busy.

Some of them have a big body for nothing, but end up being bullied by the big geese in the countryside.

Some of them have turned into workers and learned to help their owners make fire. They are so sensible that it makes people feel distressed.

Some naughty kids simply let their nature run wild and ran around the village, only to be severely scolded.

Perhaps because they were too envious, netizens watched the dogs' videos over and over again. As of press time, the topic #What are the first batch of dogs returning to the village doing# has been played more than 500 million times on Douyin.

In fact, whether it is going to the big market, eating a big banquet, or reading the diary of a dog returning to the village, it is all for the deep homesickness. It is precisely because netizens cannot return to their hometowns immediately that they can comfort themselves through short videos. It can be imagined that as the Spring Festival approaches, the desire of wanderers to return home becomes stronger, and related videos will become more and more numerous and more popular.

Recently, fireworks videos have also become more popular. Source: Xinhuanet

There are less than two weeks left until the Spring Festival. In addition to this short video, I also wish you all can buy tickets to go home as soon as possible, go to the big market and eat the big banquet in person, and feel the strong New Year atmosphere.

Author: Yun Feiyang; Editor: Truffle; Proofreader: Hachiko

Source public account: New List (ID: newrankcn), focusing on observation and reporting in the field of Internet content, and caring about people and things related to the content industry.