Latest data from Maoyan reveals something interesting – the animated adventure film Ne Zha 2 tops a blockbuster like Star Wars: The Force Awakens. It’s not just another hit at the movies; it hints at the huge economic promise hidden in Chinese cultural licenses, sparking both spending and China’s tourism.
Ne Zha’s rise is sparking a new energy under the “guochao” vibe. Suddenly, products featuring Ne Zha’s image seem to pop up everywhere – figurines, clothes, accessories and even stationery are flying off both online shelves and in-store displays. Take the Pop Mart example: they released a series of mystery boxes that generated over 10 million yuan (about US$1.48 million) in just eight days. And get this—some super-rare editions are now selling for as much as ten times their original price, with pre-orders on popular items stretching past 60 days.
The film’s touch even creeps into the food scene. Restaurants have jumped on the bandwagon, whipping up menus that nod to the character with quirky names like “Taiyi’s Torn Chicken.” Meanwhile, even ingredients—like the lotus powder famed for Ne Zha figurines—have been snatched up so fast that they’ve temporarily disappeared from shelves.
China’s tourism is definitely feeling the Ne Zha fever, too. Areas steeped in myth – think Tianjin, Yibin in Sichuan, and Bengbu in Anhui – are now routing visitors through quirky, themed circuits that promise an immersive cultural experience. In Tianjin, where the legend “Ne Zha Defies the Sea” is set, tourist visits spiked by around 20–30% shortly after the film debuted. Travel agencies, almost overnight, cobbled together itineraries that celebrated local history, giving hotels and eateries a noticeable lift.
Over in Yibin, another hotspot tied to Ne Zha’s lore, things are equally buzzing. Mount Cuiping, the city’s star attraction, now welcomes an average of about 4,000 guests a day – sometimes even peaking at 8,000. Site managers report that visitor numbers have soared by nearly 300% compared to last year—an impressive leap by any measure.
The Chinese Academy of Tourism even points out that Ne Zha 2 underlines just how movies can reshape the image of travel destinations. A film’s impact, after all, isn’t confined to the theater; it reaches far into how we see and experience a place. So, how do we keep this momentum alive? Many experts suggest a blend of digital creativity, varied tourism options, and immersive cultural experiences. Ideas like Ne Zha-inspired interactive theme parks or a sprinkle of augmented reality might be just the trick to keep public interest burning.
All in all, Ne Zha 2 hasn’t merely smashed box office records—it’s bridged the gap from screen to real-life adventures, merchandise, and broader cultural experiences. As the “guochao” trend gathers pace, harnessing these Chinese cultural assets seems more crucial than ever in shaping and driving the global economy.