2025年，中國中央農村工作領導小組辦公室聯合多部門在全國範圍內展開一場針對農村高額彩禮的綜合整治行動，旨在緩解農村婚嫁中長期存在的“天價彩禮”問題。近年來，部分地區的彩禮已經形成固定模式，現金起步十幾萬，再加上三金、房子、車子等，整個彩禮支出往往動輒幾十萬元，對於農村家庭而言，這是一筆沉重的經濟負擔。很多家庭為籌齊彩禮，不得不通過抵押、借貸等方式湊錢，甚至可能陷入舉家負債的困境。而這一切背後，農村攀比心理也是導致彩禮水漲船高的重要原因——一些家庭將高額彩禮視為“面子”的象徵，卻忽略真正的幸福與經濟承受力。

面對這一問題，中央多部門採取綜合治理措施。從宣傳教育、婚俗改革，到婚戀服務、法律打擊，多方協同發力。部分地區已將彩禮標準寫入村規民約，明確規定不得超過一定金額；有的地方成立紅白理事會，專門監督大操大辦的婚禮行為；還有的地方通過“低彩禮”或“零彩禮”獎勵機制，引導婚俗回歸理性。政府強調，治理高額彩禮不能僅靠限制或懲罰，更需要從文化觀念、經濟發展和社會保障等根本因素入手。

高額彩禮的形成有深層次原因。一方面，一些經濟相對落後的農村地區受傳統觀念影響，過去女嬰夭折率較高，導致成年適婚男女比例失衡，“一家有女百家求”，從而推高彩禮；另一方面，農村工作機會有限，年輕人大多外出打工，女孩子更傾向嫁到條件較好的地方，這也造成婚姻市場供需失衡。此外，農村社會保障體系尚不完善，許多家庭將女兒出嫁視為保障未來生活的一種投資，希望通過高額彩禮確保女兒生活無憂或父母養老有保障，這也在無形中抬高彩禮水準。

要從根本上治理高額彩禮，當地政府提出多方面的策略：首先，大力發展農村經濟，增加農民收入，讓年輕人願意留在農村創業發展；其次，完善農村社會保障體系，消除人們對未來生活的擔憂；第三，加強宣傳教育，改變陳舊、落後的婚嫁觀念。雖然治理高額彩禮是一場持久戰，但隨著這次綜合整治行動的深入推進，年輕人的理性觀念正在顯現，他們更看重的是伴侶的人品、感情以及家庭價值觀的匹配，而非單純的金錢數額。

隨著鄉村振興戰略的推進，農村面貌正發生翻天覆地的變化：產業興旺、農民富裕、環境美麗，年輕人也更願意回鄉發展創業。當農村不再是“窮山惡水”的代名詞，農民的生活不再僅是“面朝黃土背朝天”，彩禮問題失去滋生土壤。這場治理高額彩禮的攻堅戰已經打響，在各級政府與全社會的共同努力下，農村的天價彩禮問題有望得到有效遏制，實現婚嫁文化的健康、理性發展。

In 2025, the Office of the Central Rural Work Leading Group, in collaboration with multiple government departments, launched a nationwide comprehensive campaign to address the issue of exorbitant bride prices in rural areas. In recent years, in some regions, bride prices have become a fixed practice: starting at tens of thousands of yuan in cash, accompanied by the traditional “three gold” gifts, houses, and cars, with total costs often reaching hundreds of thousands of yuan. For rural families, this represents a heavy financial burden. Many households have had to borrow or mortgage assets to meet these demands, sometimes plunging the entire family into debt. Behind this phenomenon is also a strong culture of comparison and social prestige—families often treat high bride prices as a symbol of “face,” overlooking the real issues of family well-being and financial sustainability.

To tackle this problem, central authorities have implemented a multi-pronged approach. Efforts include public awareness campaigns, reforms in marriage customs, better marriage services, and legal measures, all coordinated across departments. In some areas, limits on bride prices have been written into village regulations, while other regions have established “red-and-white councils” to monitor excessive spending on weddings. Incentives for “low bride price” or “zero bride price” weddings have also been introduced to encourage more reasonable practices. Authorities emphasize that curbing high bride prices requires addressing deeper cultural, economic, and social factors, rather than relying solely on restrictions or penalties.

Several structural factors contribute to the persistence of high bride prices. In economically less-developed rural areas, historical practices, such as higher female infant mortality rates, have created an imbalance in the ratio of marriageable men to women, resulting in increased demand and higher bride prices. At the same time, limited local job opportunities mean many young people migrate for work, and women often seek spouses from wealthier areas, further skewing the supply-demand balance in the rural marriage market. Additionally, the underdeveloped rural social security system leads families to view marriage as a form of investment, using high bride prices to secure their daughters’ future well-being or to ensure support for aging parents, which keeps the costs elevated.

To address the root causes, the government has outlined several strategies. Developing rural economies and increasing farmers’ incomes will encourage young people to stay and build careers locally. Improving social security systems will reduce concerns about future financial stability. Public education campaigns aim to change outdated and harmful marriage customs. While curbing high bride prices is a long-term endeavor, younger generations are already showing more rational attitudes, prioritizing personal character, emotional compatibility, and family values over monetary considerations.

The rural landscape is undergoing transformative changes under the rural revitalization strategy: prosperous industries, wealthier households, and more attractive living environments are drawing young people back to rural communities. As rural areas shed their reputation as “poor and desolate,” and the lives of farmers improve, the conditions that once fueled exorbitant bride prices are diminishing. With the combined efforts of government and society, this campaign to regulate excessive bride prices is expected to achieve meaningful results, fostering a healthier and more rational culture surrounding marriage in rural China.