Rice fields in Weiping town, Chun'an county on Oct 28 welcomed a group of 18 livestreaming e-commerce hosts who helped sell 50,000 kilograms of rice worth 800,000 yuan ($125,200) in three hours, local media outlets reported.
The hosts were made up of civil servants, members of the local chamber of commerce, county sages, and overseas Chinese returnees.
The largest deal made during the three-hour livestreaming show was a 5,000-kg order of rice by a Weiping native who currently runs a business outside of his hometown.
"It's so good to smell the fragrance of soil and rice. It feels like I'm going back to my childhood," said Fang Huasheng, a host who showed online viewers his experience of cutting rice.
"I was delighted to do my part and sell these high-quality agricultural products."
This year, Weiping town has planted around 107 hectares of rice that is expected to increase the income of local village collectives and farmers by over 8 million yuan.
As a renowned agricultural town, Weiping has in recent years been gearing up to carry out agricultural upgrade and transformation. Investments worth more than 71 million yuan have been channeled toward efforts to accomplish these goals.