TikTok In Kham

In just seven seconds, a TikTok video catapulted DingZhen, a humble Tibetan yak herder, into overnight internet stardom, reshaping not only his life but also leaving a profound impact on his hometown. Inspired by Dingzhen's success, local youth embraced social media to share their stories, aspiring to become influencers. This newfound visibility brought the remote village into the national spotlight, fostering an exchange of cultural awareness and challenging traditional norms. Social media transformed local traditions, introducing birthdays and other festivities, once foreign to the culture, into integral parts of the social calendar.

Meanwhile, online webcasting became a powerful tool for locals, drawing attention and monetary gifts as they showcased both extravagant events and the daily routines of nomadic life. This direct connection with followers enabled them to sell local produce without intermediaries. Offline, the influx of visitors led to burgeoning opportunities, transforming locals into guides for village tours and prompting the transformation of living spaces to host guests. Social media facilitated communication beyond geographical constraints, allowing locals to engage with individuals from diverse regions and nationalities.

The village, once secluded, has become a tourist attraction, attracting thousands of admirers who are drawn to the unique way of life. Particularly, female fans leave urban environments to immerse themselves in the romanticised existence they believe locals lead, learning Tibetan and contributing to local households. This case illustrates how social media not only reshapes virtual realities but also influences physical communities. The long-term implications of social media stardom on the village remain to be seen, and this ongoing project aims to document the evolving story.

Dingzhen's hometown, Xiazetong, is situated in Litang, the Gazi Autonomous Prefecture in Sichuan Province, China. Xiazetong Village, situated at an altitude of 3,800 meters, is home to 62 permanent Tibetan households with a population exceeding 600 people.

Zengzhu is flipping through photos on his friend's recently acquired iPhone.

Within the monastery grounds, monks are engaged in chopping firewood for the kitchen. Typically, each family is expected to have at least one young male member dedicated to serving and undergoing training as a monk.

As the evening descends, LaJi, a young female yak herder, guides the yaks back to the ranch. In this region, women play a predominant role in overseeing the management of both the ranch and the yaks.

A local family goes live on TikTok from their bedroom, utilising a question-and-answer format for their discussions. Fans submit questions in the comment section as text, and frequently, a volunteer from the audience reads these questions aloud to the locals. This approach is prevalent because, until recently, many locals have only acquired the skill of speaking Mandarin and are not proficient in reading the language.

Gengdeng and his friends participate in a TikTok live-stream for his birthday celebration, a practice that has become both innovative and routine since the platform's inception. In local customs, celebrating birthdays was not a common tradition, but in modern times, birthday parties have transformed into noteworthy events designed to attract more followers and receive TikTok virtual gifts. However, these gifts come with a price, as a 50% administration fee is deducted when converting them into cash.

A senior resident takes a step back after affixing a freshly printed Dengzhen poster to the wall. These posters, distributed to the village by devoted fans, have become a symbol of good fortune in local homes since Dengzhen's unexpected rise to fame in November 2020. Embraced by both the locals and fans, Dengzhen's imagery has become a cherished and auspicious adornment.

At the end of September, signalling the onset of one of the lengthiest national public holidays, the village authority encourages locals to engage in a thorough cleaning and organization of their homes. This preparation is in anticipation of the largest surge of visitors for the year, emphasising the significance of presenting a welcoming and well-maintained environment during this festive period. It's during this time that local families often transform their living spaces to accommodate visitors, earning monetary rewards in return.

After the sunrise tour atop the mountains, locals guide visitors back to the village. Sightseeing has evolved into a primary activity that fans relish during their stay. Village representatives, selected by the community, organize these tours. Each family takes turns serving as tour guides, and fees are paid directly to the designated guide for their services.

In her living room, where beds are set aside for guests, LaMu remarked, "During the summer, when we held our annual horse race competition, every household was bustling with visitors. However, since then, there hasn't been a substantial number of guests staying at my place. I'm not a prominent TikTok star, so I don't have a large following of fans coming to stay with us."

Dingzhen's fame not only brings fans to the village but also attracts national celebrities who visit to film programs with him. Due to his elevated status as a national star and a busy schedule filled with performances and engagements, Dingzhen is seldom in the village. However, he is currently back to film a TV program showcasing local cuisine. Locals eagerly await at the shooting site, ready to guide Dingzhen and the filming staff back to the village.

LaMu, a Tibetan woman, expertly braids XiaoXing's hair. Like many fans visiting the village, XiaoXing often dons traditional Tibetan attire, adopts Tibetan names, and stays with local families. It's a common practice for fans to selectively engage in daily family chores and activities throughout their stay, immersing themselves in the local culture.

Against the picturesque scene of flocks of yaks, locals are enthusiastically crafting TikTok content as the first snow of the year blankets the valley.

JinGe, stands out as one of the most popular youngsters in the village. Devoting an average of 4 hours each day, he responds to messages from his fans. Zhaba shared, "I've learned to read Mandarin through TikTok, and I've made many friends here. When I grow up, I aspire to become a supermodel.”

JiangYang is overseeing the reconstruction of his house, situated on the same ground where his traditional Tibetan house once stood. In this very spot, an 18-room homestay is soon to be erected.

Duoji is seated on piles of wooden planks inside an unfinished homestay. The construction has been brought to a halt by local authorities as it failed to comply with the village planning scheme.

Local children are learning how to read Mandarin with the assistance of an electronic notepad, one among various gifts sent by fans to the village.