At first glance, it might sound unusual. A job posting in northern China offering people 16,000 yuan (about $2,400 USD) a month to herd sheep — plus free housing, food, and Wi-Fi — drew more than 1,000 applications in less than 48 hours.

On Chinese social media platform Weibo, one hashtag related to the job ad gathered 59 million views. And not from just anyone. About 10% of applicants reportedly had university degrees.

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The job itself isn’t complicated, but it’s not exactly easy: herding, feeding and keeping track of roughly 3,000 sheep spread across nearly 50 square miles of grassland in Inner Mongolia. Long stretches of total isolation, cold winters, and days spent mostly outdoors — far from big cities and office life.

Forty-five-year-old farm owner Zuo Xiaoyong says he was caught off guard by how quickly interest exploded, but that he also understood the appeal of the job.

“There are no arguments or deception here, no complicated workplace relationships like in the big companies,” he told (1)NBC News (1). “Only cattle and sheep.”

But it appears that, for a lot of people scrolling past the viral post, the appeal wasn’t really the sheep or the solitude — it was the steady employment.

China’s job market for young adults is already under pressure, with urban youth unemployment sitting around 16.3% (2). And some analysts say it could get even tougher in the months ahead, as higher costs linked to the Iran conflict weigh on factories, AI continues reshaping workplaces, and a record 12.7 million university graduates head into the job hunt this year.

That’s a lot of people competing for a relatively small pool of what used to be considered the “standard” jobs — office roles, corporate tracks, and steady white-collar work many graduates were told to aim for.

But those jobs aren’t always showing up in the numbers people expected. Even roles aimed at master’s degree holders have been shrinking, while more hiring is shifting toward hands-on and vocational work.

For many graduates, it’s no longer about chasing an ideal job right away — it’s about finding something stable enough to get started. And it’s changing what “good enough” looks like.

Zuo said half the applicants for the sheep herding job were born in the 1990s — a generation now in the middle of what many Chinese workers call the “curse of 35,” where job opportunities are seen to narrow sharply after that age. Studies suggest many employers, including some in the public sector, tend to favor younger candidates.

That pressure also sits alongside China’s “996” work culture — the expectation of 9 a.m. to 9 p.m., six days a week — which has helped fuel burnout and pushed some workers to rethink what they’re willing to put up with.

So when a job like sheep herding comes along — offering steady pay, housing, food, and a break from the hectic pace of city life — it starts to feel less like a quirky outlier and more like a viable option.

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For decades, college felt like a simple life trajectory: put in the years, get the degree, and come out the other side with better job options and a clearer shot at stability.

That still happens, but it doesn’t feel guaranteed anymore. In China, the fact that so many graduates are applying for a sheep-herding job speaks volumes about the pressure young workers are under — and the gap between how many educated people are entering the market and how many roles are actually there for them.

It’s something that shows up again and again — people trained for one kind of economy stepping into another that doesn’t have enough of those jobs to go around.

In the U.S., the picture is different but still familiar. College still pays off over the long run, but the early days after graduation can feel uncertain. Entry-level roles are harder to land, hiring takes longer, and it often takes a mix of temporary or unrelated work just to stay afloat.

Federal Reserve Bank of New York data (3) shows more than four in 10 recent graduates are underemployed, working in jobs that don’t actually require a degree. It’s not that degrees have lost their value, but that the start of the career path doesn’t look as predictable as it once did.

Against that backdrop, the appeal of a job like Zuo’s becomes a bit easier to understand. It wasn’t about a surge of interest in sheep herding itself, but about what the role represented: steady pay, basic security, and a certain level of stability that has become harder to find.

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NBC News (1); Trading Economics (2); Federal Reserve Bank of New York (3)

This article originally appeared on Moneywise.com under the title: A sheep-herding gig in China got 1,000 applications in 2 days — and 10% of applicants had degrees

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