Tourism in China has skyrocketed due to Ne Zha 2, a local animated film written and directed by Jiaozi. The film has inspired people to visit destinations and landmarks associated with the mythological narrative, offering a fresh perspective on Chinese culture.
Released on 29 January 2025, during the Chinese New Year, Ne Zha 2 surpassed previous box office records, becoming the first non-Hollywood movie to exceed $1 billion in a single market. The production grossed over 8 billion yuan (approximately $1.12 billion) in China.
Following the film’s release, enthusiasts flocked to locations such as the Cuiping Mountain Scenic Area in Yibin and Southwest China’s Sichuan Province, leading to record-high visitor numbers. Additionally, after the Spring Festival holidays, visitors to Ne Zha Palace reached approximately 8,000, with a spokesperson revealing that the daily average had risen to 4,000 people.
In the first half of February alone, about 65,000 people visited Ne Zha Palace — almost three times the number recorded in 2024. Similarly, during the first week of February, other movie-related locations such as Yibin and Jiangyou in Sichuan Province experienced a significant surge in tourism.
Interestingly, data from a China-based travel platform showed a sharp rise in online searches for Yibin and Jiangyou, reflecting the growing interest in these destinations.
The success of the film has also boosted tourism in other locations, including Xixia County in Central China’s Henan Province. Zhang Kai, deputy director of the Xixia Cultural Tourism Development Service Centre, explained that the Ne Zha Ancestral Temple and Chentang Pass historical site—believed to be Ne Zha’s home in the mythological story—have been gaining increasing popularity among tourists. Kai also revealed that hotel bookings have doubled since the movie’s release. He further noted that the region experienced an 18% rise in visitors and a 13.2% increase in tourism revenue.
Meanwhile, the Ne Zha statue on Jiaozi Avenue in Chengdu, Sichuan, has become a popular landmark, attracting numerous tourists eager to take photos, as noted by local residents. To further support tourism, Xixia, in collaboration with seven major landmarks, is offering Ne Zha 2 movie tickets as part of a promotional package, providing tourists with an additional activity during their visit. While leveraging a film’s popularity to drive tourism growth is a relatively new trend, it has proven to be highly effective.
“It’s a very successful commercial film. On one hand, it’s got advanced animation technology, and on the other, it excels in storytelling. It’s family-friendly, fun to watch with a touch of rebellious spirit,” said Xiaoning Lu, an expert on Chinese cinema at SOAS University of London. This combination makes the movie resonate with both children and adults.
