The clip goes out to his 737,000 followers on Douyin, the Chinese version of popular video sharing app TikTok that has 400 million users in the country and has turned Ma into something of a celebrity.

Creating videos has become a popular sales tactic for Chinese farmers: the clips show increasingly discerning consumers the origins of the product and provide a window into rural life that captures audience imagination.

For some it has helped them find a way out of poverty, which the ruling Communist party hopes to eradicate by 2020.

“Everyone said I was good for nothing when they saw I’d come back,” the 31 year-old says of his return to his village after a failed attempt at running an online clothing business.

“They tell us that we can only get out of poverty if we study and get a job in a city,” he adds.

Today, Ma drives an expensive car and has already earned enough to buy property and help his parents and fellow villagers with their homes and businesses.