Rising costs in city havens push China's youth toward rural areas near urban centers, sparking a new kind of settlement.
In Nuancun — literally "warm village" — in Liangzhu, Zhejiang province, as the morning mist lingers, Guo Yanhe begins grinding coffee beans in his cafe.
Not far away, freelance programmer Zhu Weitian (William) types out his first lines of code in a shared workspace, while Zhu Lu organizes the day's class schedule at the nearby Nuanshufang, or "warm study".
These newly settled "villagers" are redefining what "countryside" means through their diverse, modern lifestyles.
They aren't traditional farmers but pioneers of a growing trend in the Jiangsu-Zhejiang-Shanghai region — a quiet movement of youth migration and rural revitalization that is steadily gaining ground.
In the past, young people looking to escape the pressure of big cities often turned to places like Sanya and Wanning in Hainan province, or Dali in Yunnan province.
But as living costs and housing prices rose in those areas — and as some began to feel disconnected from major cities and cutting-edge industries — the rural outskirts of Jiangsu, Zhejiang, and Shanghai have become appealing alternatives.
Nuancun, located in the suburbs of Hangzhou, is one such destination.
"The attraction of Liangzhu is about freedom, inclusivity, and the possibility of living life on your own terms," said Zhao Dan, head of Nuancun's operations team, who relocated from Beijing.
"Compared to the monotony of city life, this place leaves room for imagination."
Zhao and her team are using their unique understanding of space and community to help shape this new model of rural living. Their goal is to support residents in realizing their ideal lifestyles and becoming their most vibrant selves.
Nuancun was officially launched a year and a half ago, but its story began much earlier.
Once known as Changming village, the area has a long and rich history. In 2019, when the Archaeological Ruins of Liangzhu City were proposed for UNESCO World Heritage status, the original villagers were relocated. But their farmhouses were carefully preserved. Today, these homes are centrally managed and rented out to newcomers from across China.
"Nuancun didn't undergo a uniform makeover — it still retains the authentic character of the old village," said Zhao. "We're planning to add more public spaces, like commercial complexes and youth communes, which provide relatively affordable housing for young people."
What truly sets Nuancun apart is that these new residents bring their own projects and passions.
They rent homes or rooms, embrace a slower, nature-oriented lifestyle, and open cafes, bakeries, innovative education spaces, or even run internet startups.
"These newcomers come from diverse industries, age groups, and regions, but they have one thing in common: a desire to live differently — to escape the fast pace and pressure of city life," Zhao said.
"With rice fields right outside their doors, this environment offers something impossible to find in the city."
