当“村T”的侗布时装在纽约时装周上惊艳亮相，“村超”的活力四射跨越山海引发共鸣，“村BA”的热血激情通过屏幕传遍全球，这些以“村”为名的文化现象，不仅点亮了贵州的山野，更以燎原之势，在国际社交媒体上定义了一个充满原生创造力的中国乡村新形象。

When the Dong cloth fashion of “Village T” amazed at New York Fashion Week, the vibrant energy of “Village Super League” resonated across continents, and the passionate spirit of “Village BA” spread worldwide through screens, these cultural phenomena bearing the village name defined a new image of grassroots Chinese rural life on international social media.

2025贵州“村BA”总决赛现场

全球目光汇聚，流量已然涌入。贵州如何接住这“泼天的流量”，将稍纵即逝的网络热度，转化为持久稳固的“世界级旅游目的地”吸引力？

Global attention has converged. The critical question for Guizhou is: How to harness this immense wave of attention and transform fleeting online popularity into the enduring and solid appeal of a “World-Class Tourist Destination”?

2026年的《政府工作报告》，明确提出“深化文旅体融合发展，持续办好村字号品牌活动”，这为“村字号”从现象到产业的跨越，提供了坚实的顶层设计。

The 2026 Government Work Report explicitly calls to “deepen the integrated development of culture, tourism, and sports, and continue to successfully host Village-branded events.”This provides a robust top-level design for elevating these Village phenomena into a sustainable industry.

2025贵州“村BA”总决赛现场，万人看台上扬起“中国红”。

而面对将品牌潜力转化为竞争力的现实挑战，省政协委员、贵州山呷呷文化旅游开发有限公司董事长欧阳章伟在接受采访时指出了破局关键：“旅游的国际竞争力，三分靠资源，七分靠传播。”他坦言，当前基层传播能力薄弱、国际传播矩阵缺失等问题，制约着品牌潜力的释放。

Facing the practical challenge, Ouyang Zhangwei, Member of the Guizhou Provincial Committee of the Chinese People’s Political Consultative Conference (CPPCC), pinpointed the key to breaking through. He noted that current weaknesses in grassroots communication capabilities and the lack of an international dissemination matrix are constraints on unleashing the brand's full potential.

这引出了我们需要思考的三个问题。

This leads us to three pivotal development questions that must be addressed.

第一，叙事逻辑能否从“官方宣传”真正抵达“情感共鸣”？当前，许多对外传播内容存在“内宣化、新闻化”的倾向，难以引发国际共鸣。正如“村T”的侗布之所以能走上国际T台，并非官方头衔，而是其图案背后承载的图腾寓意、手工温度及其所展现的文化自信。因此，“村字号”的出海叙事，需超越对热闹表象的复述，转而深挖其背后关于社区活力、草根梦想、文化传承等乡土价值。

First, can the narrative logic move beyond official publicity to genuinely achieve emotional resonance? The external communication content is difficult to strike a chord internationally. The reason Dong cloth from “Village T”walked the New York runway was because of the totemic meanings behind its patterns and the cultural confidence it projects. Therefore, the international narrative for “Village”brands must deeply explore the universal values underneath—community vitality, grassroots dreams, and cultural heritage.

贵州“村T”纽约国际时装周亚洲首秀

第二，产业生态能否实现从“单点爆款”到“融合体验”的深度整合？“村超”不仅是一场90分钟的比赛，更可成为串联起周边非遗工坊、特色餐饮、精品民宿的“一站式”体验起点。赛后，游客既能沉浸于苗绣的非遗课堂、品尝原汁原味的长桌宴、又能在带有浓厚民族风情的民宿中安顿身心——体验的品质将最终定义“世界级目的地”的成色。这要求服务标准、交通网络、预订系统等一系列“软基建”的全面升级，将分散的“IP碎片”，串成一幅完整的体验拼图。

Second, can the industrial ecosystem achieve deep integration from isolated hits to holistic experiences? The “Village Super League”can become the starting point for one-stop experiences. After a game, visitors could immerse themselves in a Miao embroidery workshop, savor an authentic long-table banquet, or settle into rural lodgings rich with ethnic character. This requires a comprehensive upgrade of the soft infrastructure: service standards, transportation networks, booking systems, to weave scattered IP fragments into a complete tapestry of experience.

贵州“村超”比赛现场

第三，支撑体系能否从“自发传播”到“系统作战”？目前，海外传播缺乏对外宣、文旅、外事资源的系统统筹，导致声音分散，无法形成合力。构建自主可控的海外社交媒体矩阵，培养精通跨文化叙事的复合型人才，建立应对国际媒体需求的快速响应机制，是让“贵州故事”被持续、精准、专业地讲述给世界的关键。

Third, can the support system undergo a fundamental shift from spontaneous communication to systematic strategy? Currently, overseas communication lacks professional coordination, resulting in a fragmented voice that fails to form a united front. Building a self-owned overseas social media matrix and establishing rapid response mechanisms are key to ensuring that Guizhou’s stories are told to the world in a targeted and professional manner.

贵州“村T”走秀现场

从“村超”出圈到“村T”出海，贵州已手握通向世界的文化名片。而下一程的挑战在于，能否将这张名片精心打造成一份包含深度体验、系统服务和专业传播的完整“邀请函”。

From the breakout of “Village Super League” to the global reach of “Village T,” Guizhou already holds a cultural calling card to the world. The challenge for the next journey lies in crafting this card into a complete invitation: one that promises deep experiences, systematic services, and professional communication.

当国际游客因向往而来，并能获得超越期待的满足时，“多彩贵州”方能真正从网络热词，跃升为全球旅行者心中一个“非去不可”的目的地。

Only when international visitors, drawn by their fascination, arrive and find satisfaction, can “Colorful Guizhou” truly leap from an online buzzword to a must-visit destination in the minds of global travelers.

贵州日报天眼新闻记者 李钰

编辑 王小婷

二审 李劼

三审 田旻佳