Shiliuyun-Xinjiang Daily (Reporter Ma Boyu) news: In early spring, despite the chilly winds on the Pamir Plateau, warmth and melodious singing filled the air at Bostebandier Village in Bandier Township, Taxkorgan Tajik Autonomous County, northwest China's Xinjiang Uygur Autonomous Region. On February 25, 2026, farmers and herders dressed in traditional Tajik attire gathered together, playing musical instruments and singing while promoting agricultural specialty products such as plateau sea buckthorn puree and glacier snow chrysanthemum online. Messages of likes and orders kept popping up in the live-streaming room. This has been the daily routine of the Bandier Township live-streaming team, known as "Songs of Farming and Herding, Resonating Across Mountains and Seas," for the past ten-odd days.

Photo shows the live streaming team of "Songs of Farming and Herding, Resonating Across Mountains and Seas" live-stream in the live room. (Photo by Amirdin Pamir)

"I never expected that our local specialties from the plateau could make it to markets all across the country with just a mobile phone," exclaimed Reyimubayi Mubalakxia, a native Tajik herdsman. From initially being too nervous to speak in front of the camera to now confidently holding a bottle of sea buckthorn puree, smiling, and chatting away, as well as singing and dancing with fellow villagers, his transformation owes much to the help of everyone around him.

"The live-streaming e-commerce during the Spring Festival was initiated voluntarily by our fellow villagers. There are seven members in total, with the youngest in their twenties and the oldest in their fifties. Our task is to provide excellent service!" said Long Yunhe, deputy secretary of Bandier Township Party Committee. At first, the live-streaming studio was set up indoors, but to capitalize on the surge in traffic during the Spring Festival, we moved it outdoors. This way, visitors can immerse themselves in Tajik culture while we leverage the increased attention to promote our agricultural specialty products.

Therefore, from selecting the live-streaming location and setting up the scene to choosing products and designing scripts before the Spring Festival, the live-streaming team repeatedly refined every detail. However, for the villagers, the most challenging aspects were adjusting outdoor equipment and undergoing standardized live-streaming procedure training. To address this, Dao Min, the deputy director and the secretary of the Agriculture and Rural Affairs Bureau of Taxkorgan Tajik Autonomous County Party Group, gave up the opportunity to reunite with his family on holidays and invited a professional team to Bandier Township. They provided hands-on guidance to the returning young villagers on skills ranging from equipment adjustment and compliant operation to traffic conversion and after-sales service.

With the joint efforts of everyone, the live-streaming commenced as scheduled. On the screen of the live-streaming room, there were not only detailed introductions to over a dozen agricultural specialty products such as sea buckthorn puree and sea buckthorn tea, but also displays of the scenic views of the Panlong Ancient Road and the Bandier Blue Lake, as well as live demonstrations of the Tajik eagle dance and the making of handicrafts.

"I came here for tourism, I didn't expect to stumble upon such a unique live-streaming. Not only did I buy authentic sea buckthorn puree, but I also immersed myself in Tajik culture. It's absolutely worth it!" said Ms. Wang, a tourist from Shanghai, as she placed her order.

It is understood that the sea buckthorn industry serves as the leading industry in Bandier Township and is also the core focus of live-streaming e-commerce. By 2025, the locally cultivated area of sea buckthorn had reached 17,200 mu (about 1146.67 hectares), with a harvestable volume of 720 tons. Additionally, over a dozen products, including sea buckthorn tea and sea buckthorn oil, have been developed, and some have even been exported for sale.

"Nowadays, with the sea buckthorn industry developing, our life is getting better and better," said Reyimubayi Mubalakxia with gratitude and joy in his voice. "We want to use live-streaming to sell our hometown's high-quality products, and let more people know that life on the Pamir Plateau is getting better and better."

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