Millions tune in to watch viral farmers’ association videos

Millions tune in to watch viral farmers’ association videos

2026-09-08

Farmers associations in Taiwan are competing to attract talent as the population ages. A middle-aged secretary general of a farmers’ association has responded to this by turning himself into a social media influencer, attracting many youth to his videos. Secretary-General Huang Ching-chien of the Wufeng District Farmers’ Association in central Taiwan has made short videos about Taiwanese farming products that have gained a whopping several million views. Let’s find out more.

- Do I need to wash enoki mushrooms after buying them?
- I’ll show you how enoki mushrooms go from seed to packaging, then you’ll understand.

This secretary general of the Wufeng District Farmers’ Association is keeping up with trends and making short videos.

- Enoki mushrooms can grow to the same length and have the same shape.

A short video introducing the life cycle of enoki mushrooms sparked a discussion online about whether or not to wash them, garnering over 4 million views. Another video sharing lychee trivia also exceeded 2 million views. Secretary-General Huang Ching-chien of the farmers’ association has become an online influencer by creating short videos, and his total viewership has now surpassed 10 million.

Huang Ching-chien
Wufeng District Farmers’ Association
You can use this approach, targeting a younger demographic and reaching a wider audience. It’s also very efficient and relatively low-cost.

With internet traffic comes high exposure, and they’ve created a specialty store similar to a high-end department store. Although the decor is luxurious, the shelves are filled with Taiwan’s most popular farmers’ association specialties, keeping prices affordable.

Huang Ching-chien
Wufeng District Farmers’ Association
The traffic has increased several times, probably at least more than three times, and there has also been a significant increase in procurement volume.

Member of the public
Likes the shop
We can’t possibly travel to that many places, so coming here allows us to collect Taiwan’s unique agricultural products from all over the island.

Visiting the farmers’ association feels different now, and young people love coming here to hunt for hidden gems.

Member of the public
Likes the shop
After watching the video and seeing them unpack the products, I found it very special. I’ve never tried them before, and I’m not familiar with agricultural products, so I thought I could come and buy some to give it a try.

The new internet celebrity is getting real life people to come to the bricks-and-mortar shop, leading the charge in diversifying the operations of farmers’ associations.

#farm #farmlife #viral #influencer #agriculture

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