Civilized rural customs are a guarantee for rural revitalization. Through policy guidance, model demonstrations and institutional innovations, all regions are fostering a new social norm that values sincere affection over costly betrothal gifts, and this new culture of civility is injecting lasting momentum into rural revitalization.

　　In Jinggou Township, Xigu District of Lanzhou City, villager Wang Chunhua is busy preparing for her son's wedding in her courtyard. Free from the pressure of expensive betrothal gifts, a simple feast served in turns is both lively and hassle-free.

　　Jingou Township takes the governance of exorbitant betrothal gifts as a key starting point for advancing rural cultural civilization. By refining the regulations of wedding and funeral councils as well as village rules and folk conventions, it fosters the deep-rooted development of civilized new customs.

　　Qingshui County focuses on the governance of exorbitant betrothal gifts, sets up publicity squads to conduct lectures in farmlands and courtyards, guides residents to change traditional marriage concepts, and instills civilized values in people's hearts.

　　Qingshui County provides unified guidance to all villages on revising village regulations and folk conventions, and improves wedding and funeral councils as well as moral evaluation committees. The monthly moral evaluation meetings and point redemption activities have encouraged villagers to voluntarily hold simple wedding ceremonies.