A small village in China has hosted a basketball game in front of 20,000 spectators and over 30 million watching online.

In a scene more akin to an NBA match the final game of the rural basketball tournament of Taipan Village has become an instant hit online. Local officials from southwest China's Guizhou Province announced that tourists visiting the village during the 3-day games totaled 181,900, with an income of more than $8 million.

The game was nicknamed by the Chinese as "CunBA" or "VillageBA" games, Cun in Chinese means village. The event has now become a calling card not just for the village, but the province of Guizhou.

What is CunBA?

The Taipan Village has been hosting the games for decades to mark the Chixin Festival or "Taste Fresh Festival" in the sixth months of the lunar calendar, when people celebrate the rice harvest. It was almost never interrupted, even during the days there were no decent basketball courts.

As the event has built up fame in nearby areas, in recent years almost all the counties in Qiandongnan Miao and Dong Autonomous Prefecture have participated.

It's not sponsored by commercial brands, nor does it require any ticket for entry. Roof tops, walls and trees all become viewing point for spectators, and ladders become bestsellers as visitors try to find a better vantage point to watch the games.

The players, referees and cheerleading squads are people from the village. All the performances are based on ethnic dances and songs and the awards for the winners are mainly agricultural products.

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The event shot to fame last year, when it was broadcast via short-form video platforms across the country. The 27 games in four days accumulated 100 million views while street vendors could earn between $1,500 and $3,000 a day. 

Why did the games become such a big hit?

It is no doubt that a pssion for basketball is one of the main reasons the games have been a success. According to the local officials, there are around 1,100 residents in the village, and two-thirds of them play basketball as a hobby. Basketball games have always been the most popular event during holidays or festivals.

"Many even use their holidays to come back to play the games," said Yang Dezhao, head of the Taijiang County.

Fueled by the enthusiasm, the county leaders have agreed to protect the event from any commercialization even after it went viral.

"We have agreed to maintain the rural characteristics," said Yang. He said that the future event will remain public, free of charge, and open. "All the decisions related to the games will be made by the residents," he added, "such as the renovation of the courts, the organization of the games, and the awards for the winners."

How CunBA drives local economy

The online views of this year's game totaled about one billion, according to Global Times. Many related cultural elements, including the Miao silver decorations, traditional clothes and products with local features have all become the most searched items.

The online audience boosted local tourism. According to the Meituan app for booking tickets or ordering food, the tourist orders made by visitors during the three-day games increased by 143.3 percent year on year.

When the games come to an end, the tourist boom continues. Visitors still arrive to take photos on the court. The community of the local Miao ethnic group has also become an attraction to the visitors.

Local authorities are now considering improving the security facilities of the village games, aiming to boost the economy based on sports and tourism.

"One important thing is we want the people to join in, instead of just spectators," said Yang Dezhao. 

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