URUMQI -- As the camera started rolling, Yimla Yarmemet poured steaming milk and coffee into a cup-shaped naan, a traditional staple food, creating a unique "Naanccino" that blends local flavors with global trends, while sitting at a coffee shop in Northwest China's Xinjiang Uygur autonomous region.

Donning white gloves and a sharp suit, Yimla Yarmemet, with his signature arched eyebrow and charming Xinjiang accent in his video clips, has captivated the internet and become a viral sensation.

His videos not only make it easier for farmers to sell their produce and local specialties but also attract netizens to learn more about his hometown.

After graduating from university in 2019, Yimla Yarmemet tried several jobs in the city of Shenzhen before returning home — the Xibe autonomous county of Qapqal — in 2020 to start an e-commerce business.

"Qapqal's fertile lands produce premium crops, so I was thinking why not use short videos to showcase our agricultural products," he said.

Qapqal means "granary" in the Xibe language. Located in Ili Kazak autonomous prefecture, Qapqal is China's only Xibe autonomous county, boasting exceptional agricultural conditions. It is home to "Qapqal Rice," one of the country's Agro-product Geographical Indications, in addition to other farming and herding products.