Viral Job Ad for Chinese Shepherds Reveals Labor Market Strain

An unusual job posting for shepherds on remote Chinese grasslands has unexpectedly become a viral sensation, drawing hundreds of applications and sparking widespread discussion. The advertisement, seeking two shepherds for a harsh area south of Mongolia, garnered 59 million views and over 21,000 discussions on Weibo, China's version of X.

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I didn't expect it to go viral. It seems ordinary people are finding it increasingly difficult to find jobs.

Farm owner Zuo Xiaoyong expressed surprise at the ad's popularity, noting that over 700 people applied. The applicant pool was diverse, including office employees from major cities like Shanghai and Chongqing, factory workers, and recent university graduates. Approximately 10% of applicants were fresh graduates, while others cited debt, exhausting jobs, or poor work environments as reasons for seeking the position.

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We work more than 13 hours a day, my hands are swollen and covered in calluses, and we don't even have time to go to the toilet.

Analysts suggest the ad's virality reflects growing challenges in China's labor market. Despite an official unemployment rate just above 5%, underemployment is rising, and private sector incomes have lagged behind economic growth. Many workers complain about the "996" culture (9 AM to 9 PM, six days a week). The situation could worsen due to rising production costs, AI advancements, and a record number of graduates entering the workforce. The job offers a monthly salary of 8,000 yuan, above average for private companies, with accommodation and food provided. However, it demands enduring extreme winter cold and prolonged isolation, with Zuo noting, "You might not see other people for an entire year."

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The salary is high, but the most important thing is whether you can endure the winter. This is not tourism.