Born in 1985, Xu now works at the Guitar Cultural Industry Development Center in Zheng'an County, Zunyi City, Guizhou Province. He landed the job in 2022, after hitting a low point in his life—a failed business venture. During those difficult days, the guitar was his only solace. He practiced almost daily, honing his skills to near perfection. It was this dedication that set him apart during the hiring process and secured him a role intertwined with music.

In recent years, Zheng'an has gained fame for its distinctive guitar industry. Just over a decade ago, it was still an obscure, poverty-stricken region. Today, the guitar industry has not only changed the county's fate but also positioned it as a key player in global guitar manufacturing. The county now boasts the world's largest and most complete guitar production base, crafting one out of every seven guitars worldwide—a staggering testament to its importance in the industry. 

Walking through Zheng'an, guitar motifs are everywhere, and strumming chords or forming bands has become part of daily life. From schoolchildren to retirees, bands of all ages perform on street corners with infectious enthusiasm.

"Our local bands may not be at a professional level yet," Xu told Beijing Review. "But the joy and pride we get from making music are just as real. It's this pure love for music that has turned Zheng'an into a region alive with artistry and song."

The beat of life 

When Xu first arrived in Zheng'an, he formed his own band—ZA Band, a group of five working professionals united by their love for music. Since their workplaces were close by, they initially met every day to rehearse for one or two hours. Their impromptu street performances reflected their free-spirited approach, shifting effortlessly between rock and folk—depending on their mood.

But as the local guitar industry flourished, Xu's schedule grew increasingly packed. Initiatives like Guitars in Schools and Guitars to the Countryside kept him busy, leaving less time for band rehearsals—yet he couldn't be happier. 

"Now, every child in Zheng'an starts learning to play the guitar in the third grade," Xu said. "We provide free guitars and lessons to primary and secondary schools, so the number of students who know how to play is very high."

The county also offers free training programs for adults. "In the early years, we focused on developing the guitar industry. Now, we're cultivating guitar culture, making it a true part of Zheng'an's identity—its brightest calling card."

Feng Yao, Deputy Director of the Culture and Tourism Bureau of Zheng'an, is also a seasoned musician. His band, Doudou Band, has a name rooted in the local dialect. Feng explained that "dou" means "to gather" in Guizhou slang. "We're just a bunch of music lovers who came together," he told Beijing Review. Besides him, the five-member band also includes a teacher, a construction worker, an oil painter and a tea expert.

Born into an artistic family, Feng began playing musical instruments around the age of 4. He studied piano in college, went on to become a government employee, and now promotes guitar-themed cultural tourism in Zheng'an. "I never imagined music would become such a big part of my career," he said.

Every member of Doudou Band has over a decade of experience. Lead guitarist Zhang Wei is a self-taught construction worker. "No matter how tired I am after a day's work, the moment the music starts, I become a different person—especially when performing and the crowd sings and dances along. The exhaustion just disappears," he said. For him, playing guitar after work is the ultimate stress reliever.

The band performs in the county's commercial district every Friday. "We're all seasoned players," Feng laughed, adding, "We don't even rehearse—we just get onstage and sync up naturally."

Visitors to the county can take in the lively guitar culture during short stays, while those who stay longer, like for the summer, can join free guitar classes. On July 31, the county launched its 2025 Rock Tribe program, aiming to train 1,000 guitar enthusiasts from August 1 to October 1. Each participant will learn at least three songs and perform together during Guizhou's Village Rock festival during the National Day holiday in early October.

Going global 

When Swedish classical guitarist Johannes Moller first received an invitation to perform in Zheng'an in 2017, the county's "Guitar City" moniker seemed almost too ambitious. "Back then, it wasn't nearly as developed as it is now," Moller recalled during his performance at the China's Development: An Opportunity for a Colorful World International Exchange Week, in Zunyi on July 15. "But when I returned just one year later, the transformation was remarkable—I knew I had to be part of this extraordinary project."

His commitment bore fruit in 2023, with the establishment of the Zheng'an Classical Guitar Ensemble. Comprising 26 carefully selected teachers from across the county, and personally mentored by Moller, the ensemble has rapidly emerged as a dark horse in China's classical guitar scene. Their recent triumph at the 2025 Shanghai International Guitar Festival, where they won top honors in the ensemble category, is a new milestone for the county's musical ambitions.

Now thoroughly at home in Zheng'an, Moller reflects on what makes this place unique. "We have exceptional luthiers and craftsmanship here," he told newspaper Guizhou Daily. "What I'm able to create in Zheng'an simply wouldn't be possible anywhere else. We're making guitar history here—it's something you have to experience to truly understand."

The Swedish musician envisions guitars as bridges—between tradition and modernity, between China and the world. This philosophy extends beyond musical performance to instrument craftsmanship itself. His longtime collaborator, master luthier Zhang Weiyi, has pioneered the striking Miao Silver Guitar, which artfully incorporates elements of Miao ethnic culture.

Guizhou is home to nearly half of this ethnic minority's population in China.

"One of our most exciting innovations is how we adapt traditional Miao adornments, like the ornate neck rings worn by brides during weddings or festival celebrations—into guitar designs," Zhang said. The instruments feature intricate carvings of Miao totems, including buffalo heads and flame patterns.

As the Miao Silver Guitar has proven popular both domestically and internationally, Zhang is exploring how to integrate other traditional techniques like batik dyeing and Miao embroidery into guitar-making. "Through these instruments, we hope to share China's cultural heritage and ethnic artistry with the world," he said.

(Reporting from Guizhou Province)

Copyedited by Elsbeth van Paridon 

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