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Platformization of agricultural heritage, young peasants and marketing of global-Asian identities
Author(s)
Date Issued
2025
Conference
Citation
Mak, S. W. (1 Jun 2025). Platformization of agricultural heritage, young peasants and marketing of global-Asian identities. 2025 AAS-in-Asia Conference, Kathmandu, Nepal.
Type
Conference Paper
Abstract
This research examines how the young peasants negotiate with digital technology to increase their mobility, life chances, while at the same time conserving the agricultural cultural heritage in Qingyuan, Zhejiang and Kunisaki Peninsula, Oita and marketing their Global-Asian Identities. Because of the global problem of the agricultural environment and food security, the Food and Agriculture Organization (FAO) launched Globally Important Agricultural Heritage System (GIAHS) program to promote and conserve the accumulated traditional agricultural knowledge and culture as a globally significant treasure with innate indispensible values. However, the GIAHS through out the world have been facing the challenge of the aging rural population and lack of heritage transmitters. Due to digital technology and support of the Chinese and Japan governments, younger workers are being drawn to their rural homes in Qingyuan and Kunisaki Peninsula from cities, like Hangzhou and Tokyo, by the techno-entrepreneurial prospects of e-commerce being used as part of the “new farmers” cosmopolitan branding. This study examines how social media and e-commerce platforms increase the mobility and transform the labor process of rural produce sellers, zooming in on the physical work and contribution to the agricultural cultural heritage conservation. This study uses in-depth interview to explore the digitalization of agricultural heritage in Qingyuan and Kunisaki Peninsula and how the new peasants are important in conserving the agricultural heritage for our next generation in China, Japan and the world, and how the digitalization of agriculture heritage can create new kinds of inequality.
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