This concluding chapter revisits the tour guides discussed in Chapter 4 and explores how they were instructed by representatives of the state to include the term xiangchou into their scripts. The repetition of xiangchou within the old heritage site illustrates the salience of the term, its cultural resonance, as well as its political influence. However, the tour guides’ personal interpretations of xiangchou also demonstrates the way the state’s appropriation of the term had created new forms of alienation: some Heyang locals feel homesick for a hometown they once knew and seems no longer to be. A divide has emerged between the xiangchou that drew urban tourists to Heyang, the xiangchou that locals hold for the Heyang of their childhood, the xiangchou expressed as a form of concern for the future of their hometown, and the xiangchou that the state invoked to implement its policy objectives upon the village.

Chapter 6 examines another group of ‘returnees’ in Heyang: young entrepreneurs with various backgrounds of urban socialization. They represent a generation of youth caught in the crosshairs of institutionalized competition, an achievement-complex, mounting youth unemployment, and a pervasive experience of ‘involution.’ Through the social category of fanxiangqingnian, “return youth,” this chapter examines how xiangchou becomes a mobilizing discourse that can encourage return from the standpoint of individual choice and desire, and how it helps reshape the overall discourse surrounding the countryside as both a place and ‘lifestyle’ considered as desirable to return to. Xiangchou becomes a language of ‘escape’ and a materialized reality where one can seemingly ‘escape to’. However, the experience of the young entrepreneurs in Heyang also underscore the complexities of this ‘return’ in the forms of the limitations, challenges, and dilemmas that they encounter in the village.

This chapter focuses on the county level of analysis. Drawing from fieldwork conducted in the county seat, it studies the Jinyun County’s response to the 19th Party Congress and state’s further elaboration upon the Rural Revitalization Strategy. It highlights how a ’xiangchou plan’, concocted in summer 2018, culminated in a five-year developmental strategy: ’Jinyun’s Xiangchou Industries to Enrich the People’. Interviews highlight the county’s ambitions to coin the term “Xiangchou Industries” and to make it a national model for revitalization, replicable and adaptable by small towns and villages nationwide. The usage of xiangchou as the means and model for rural revival highlights the potency of feelings such as ‘homesickness’ embedded in xiangchou, and it reminds us how the countryside is central to the imagining of this ‘hometown.’ This Chapter also discusses the application of the ’hometown ethnography’ as method and explores the ’hometown’ as a topic for ethnographic study.

Chapter 2 introduces the field site. It provides a historic overview of Heyang village and provides “a ‘guided tour’” of the village’s principal tourist area, the ancient heritage dwellings complex, guminju, a nationally recognized and protected heritage site. It takes a brief detour into the village’s history, stretching as far back as the Five Dynasties era (AD 907-960), the period in which the village was supposedly ‘founded’ by Zhu Qingyuan, a high-ranking gentry who fled the imperial court to avoid being embroiled in war. Revered as the apical ancestor of the Heyang Zhu Clan, the discussion of Zhu rejoins the twenty-first century, where these historic tales of ‘origins’ are told and sold as part of the ‘xiangchou Heyang’ tourism brand. The development of Heyang’s tourism industry is discussed to highlight its transformation from its fledgling grassroots iteration in the mid-1990s, to becoming a developmental priority for the county government in the 2010s.

Chapter 4 describes Heyang as a migrant sending community, built upon and even sustained by migrants’ homesickness. These migration patterns are deeply entangled with the local duck farming industry, and ’duck tales’ told by locals who have personally engaged in the industry at various stages of their lives are highlighted. Informants’ reflections on the significance of duck breeding reinforces the importance of cyclical migration through different stages of a rapidly transforming China. However, four recent ’returnees’ explain how this industry was proving to be unsustainable because of local, national, and global processes of change by the mid-2010s. They each returned to Heyang to work in the ‘Xiangchou Tourism’ industry as tour guides and security guards. Their stories provide insight into the complex emotions that underscore their respective returns to the hometown, ranging from comfort and familiarity to perpetual feelings of precarity due to lingering debts, unstable livelihoods, and uncertain futures.