Unlocking Rural Innovation Through Cultural Decoding and Creative Transformation: Evidence from Jiande, China

This study explores, through the lens of rural revitalization, how local cultural heritage can be activated and turned into an endogenous driver for rural cultural and creative industries. Focusing on Jiande City in Zhejiang Province, China, it draws on longitudinal fieldwork conducted between 2021 and 2024. Methodologically, the research employed participatory observation, in-depth interviews, and focus group discussions with key stakeholders from local government bodies—such as the Organization Department and the Culture, Radio, Television, Tourism and Sports Bureau—as well as village communities, including Meicheng Town. Based on this empirical work, the study advances a theoretical framework centered on “cultural gene decoding,” structured around three core phases: cultural decoding, creative transformation, and multi-stakeholder collaboration. This process involves excavating fragmented local cultural memories and transforming them into culturally resonant narratives and creative products with contemporary appeal. Cases such as “Strawberry Town” and “Qianhe Women’s Culture” in Jiande illustrate the emergence of an integrated “culture + industry + technology + academia” ecosystem. Within this ecosystem, the international journal Agricultural & Rural Studies plays a pivotal role by translating local practices into academic discourse, thereby connecting grassroots experiences with global dialog and enhancing international visibility.