Job ad for shepherds goes viral in China, exposing labour market strains
The modern workforce is undergoing a profound shift, as evidenced by the recent viral response to a job advertisement for shepherds in the remote grasslands south of Mongolia. Farm owner Zuo Xiaoyong received over 700 applications for just two positions, a surge of interest that drew 59 million views on Weibo and sparked 21,000 discussion threads, highlighting the intense pressures currently facing workers across China.
Did You Know? The demand for these shepherding roles was so high that farm owner Zuo Xiaoyong ultimately hired four people—two couples—and maintains a shortlist of 40 additional couples, while specifically excluding single applicants and young urbanites due to the extreme isolation of the 2,000-hectare pasture.
The Rising Cost of Urban Ambition
The demographic of the applicants reveals a broader economic unease, spanning from university graduates to seasoned white-collar professionals from megacities like Shanghai and Chongqing. While headline unemployment sits just above 5%, the reality on the ground for many is defined by underemployment and the exhaustion of the “996” work culture—a grueling schedule of 9 a.m. To 9 p.m., six days a week.
For many, the appeal of a 8,000 yuan monthly salary—which exceeds the 6,000 yuan national urban average for private companies—is not just about the pay. This proves a flight from the “curse of 35,” a phenomenon where workers feel increasingly marginalized by employers once they pass their mid-thirties. As one 28-year-old e-commerce worker noted, the prospect of escaping the city to find a peaceful, secluded life away from office politics has become a compelling alternative to a competitive, low-reward urban labor market.
Expert Insight: The mass migration of interest toward rural labor reflects a structural disconnect in the economy. When highly educated professionals consider swapping corporate life for the physical hardship of wintering in sub-zero temperatures, it signals that the trade-off between urban income and quality of life has reached a breaking point for many, particularly as the “curse of 35” evolves from a social media meme into a tangible economic barrier.
What Lies Ahead
Looking forward, the labor market may face further volatility. Analysts expect conditions to worsen as a record 12.7 million university graduates enter the job hunt this summer. Simultaneously, the combination of accelerating AI adoption and rising factory costs—exacerbated by international conflicts—could place additional strain on traditional industrial roles.
As manufacturers continue to prioritize global market share, the pressure on the domestic workforce is likely to persist. Whether the desire for rural, isolated work remains a temporary trend or signals a long-term shift in how Chinese workers prioritize their well-being remains a critical question for the nation’s economic future.
Frequently Asked Questions
Why were so many people interested in a shepherding job?
The job offered a monthly salary of 8,000 yuan, which is higher than the national urban average for private companies. Many applicants expressed a desire to escape the intense pressure of city life, workplace politics, and the “996” work schedule.
What are the physical requirements for the role?
The shepherds are responsible for managing 3,000 sheep on a 2,000-hectare pasture. The work involves strenuous indoor feeding and cleaning during winter months, when temperatures can drop below minus 30 degrees Celsius.
Who was ultimately hired for the positions?
Zuo Xiaoyong hired four shepherds, consisting of two couples who were born in the 1980s and had prior farming experience. He opted against hiring singles or young urbanites due to the extreme isolation of the region.
If you had the opportunity to leave the intensity of city life for a remote, self-sufficient role, what is the one factor that would hold you back?