One of the videos featured on Long Yan's account on the short-video platform Douyin is a tour through the stunning natural landscape and folk customs of Guizhou province.

The video blogger, who is in his 30s, has produced more than 170 such videos, unveiling the unique charm of destinations in the southwest of the country, such as the elastic azalea blossoms in various shades of red in the ethnic Yi quarter of Bijie city, the otherworldly karst rock forms of Zhijin Cave and the residents of Anshun city, who still wear the ancient, wide-sleeved blue robes of their ancestors.

Long, who was born and bred in the province, is known as Le Tian, or heavenly happiness, in the cyber-world, and is rapidly garnering attention on the platform, both for himself and his native home.

Many of his 1.2 million followers have left comments saying they have developed a longing for what Guizhou has to offer through Long's travelogues.

"It is exciting that good content can draw public attention on its own," Long says.

In his view, Guizhou's stunning natural and cultural landscape featuring mountains, lakes and rivers, diverse ethnic customs and deep, profound history deserve to be better-known by online audiences.

"These are what I want to capture for the public," he says.