After 40 years of reform and opening-up, it appears that some new development concepts are emerging in China. We argue that while the Chinese government continues to pursue economic development, it is also engaging in some post-materialist practices in the areas of environmental protection, cultural development, and political participation. The Chinese authorities are exploring the establishment of Zhejiang Province as a model for rural development by facilitating the adoption of a post-materialist governance path. Post-materialist development in China is, however, very different from its Western counterpart. On account of its collectivist, rather than liberal, ideology, the CCP's idea of post-materialist development consists of party-state environmentalism, "red culturalism,"and participatory authoritarianism. We carried out field research in Caocun Town in Zhejiang Province. The "digital village"scheme promoted by the town is an example of post-materialism with Chinese characteristics. However, we emphasize that China's development strategy has not completely shifted to one of post-materialism. The Zhejiang case is merely an experiment which could point the way to a new ideology and new development policies in the future.