In recent years, the ‘pig-slaughtering banquet’—a traditional rural custom of slaughtering pigs and hosting feasts for family and friends at year’s end—has gone viral on short-video platforms and social media, becoming a symbol of revived Chinese New Year spirit. Once fading due to urbanization, this rustic ritual has been revitalized through digital exposure. Videos showcasing steaming cauldrons of hearty dishes, joyful gatherings of neighbors, and the entire process from slaughter to cooking have not only rekindled collective memories of traditional festivities but also resonated with modern audiences’ longing for authentic, down-to-earth lifestyles. More significantly, the online popularity of these banquets has translated into tangible economic benefits: many villages now leverage this trend to promote rural tourism and sell local specialties via livestreaming. What appears to be a rugged folk tradition is, in fact, a vessel of nostalgia, community warmth, and festive joy—reigniting the long-lost essence of the Lunar New Year in the digital age.
近年来，‘杀猪宴’在短视频平台和社交媒体上迅速走红，成为年味回归的标志性民俗活动。所谓‘杀猪宴’，是农村地区在岁末年初宰杀年猪、宴请亲朋的传统习俗。随着城市化进程加快，这一充满乡土气息的仪式一度式微，但借助短视频传播，它重新焕发生机。镜头下热气腾腾的大锅菜、邻里围坐的欢声笑语、现场宰杀与烹饪的全过程，不仅唤起了人们对传统年俗的记忆，也满足了现代人对‘原生态’生活方式的向往。更重要的是，‘杀猪宴’通过流量转化为实际收益——许多乡村借此发展乡村旅游、直播带货土特产，实现了文化传承与经济增收的双赢。这场看似粗犷的民俗盛宴，实则承载着乡愁、人情与节庆的温度，在数字时代升腾起久违的年味。
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