Once a ubiquitous sight across China (and around the world, for that matter), serving as an informal bulletin board for public notices and everyday messages, the humble “village wall slogan” has experienced a surprising resurgence in contemporary culture. What was once purely functional is now a canvas reimagined, particularly captivating a digitally native Generation Z.
By the way, we’re not talking about long-standing bread companies or old school newspapers. We’re talking about brands like MINISO and OATLY who are exploring village walls as an alternative, cost-effective, and highly visible media space., As such, this “comeback” is more multifaceted. It’s less about a widespread return to direct brand-commissioned physical wall paintings by global giants and more about the aesthetic and concept being reappropriated, especially online.
On platforms like Xiaohongshu, users have propelled this trend into a vibrant, often ironic, “visual joke.” Luxury logos from Balenciaga, Louis Vuitton, and adidas are photoshopped onto rustic rural backdrops, creating a jarring yet humorous juxtaposition. Balenciaga China, in particular, saw its own attempts at a “rural aesthetic” campaign met with a similar, albeit sometimes critical, online reception, demonstrating how traditional visuals can be co-opted and reinterpreted by internet culture.
This phenomenon is a powerful blend of nostalgia, humor, and internet-native creativity. In an era where everything online often feels meticulously crafted and “overdesigned,” the raw authenticity of the village wall offers a refreshing counter-narrative. It taps into a collective longing for simpler times, while simultaneously providing fertile ground for meme culture and shared online amusement. For brands, understanding this nuanced re-emergence—whether through exploring tangible rural outreach or engaging with the online aesthetic—means recognizing a dynamic space where tradition meets trend, shaped by the discerning eye of youth culture.
All images via Xiaohongshu.
