Embracing creative growth

The two-story building can host about 70 people at a time and Xu has enjoyed brisk business.

"Guests have come in during weekends," Xu says, adding that the rural environment and infrastructure were greatly upgraded during preparations of the event.

The booming business has allowed Xu to hire locals and sell their farm produce.

"They don't have to leave home and work outside, nor worry about selling their extra produce," he says.

Speaking about his future, Xu is confident about his catering business.

"The more the government invests, the more I could stand to benefit," he jokes.

Experts believe the art project in Fuliang is a positive exploration of rural vitalization through culture.

China's villages abound in profound cultural heritage and natural beauty, and hosting art festivals that involve villagers can effectively activate those rural resources and show rural charm, says Hu Yu, head of the Institute for Cultural Creativity at Tsinghua University.

The local authority is also working on projects that would enrich travelers' experiences.