Film and television are known for their ability to inspire tourists to seek out their favourite shows’ locations, but Shanxi Province, China, is now seeing an influx of visitors due to the popularity of one of the first mass market Chinese video games, Black Myth: Wukong.
Cult TV and gameplay
Made by Game Science and taking six years to develop, the game is based on “Journey to the West”, a 16thcentury Chinese novel that recounts the myth of the Monkey King, a story which was also the source of the cult Japanese-made 1970s TV show, “Monkey”.
Players of today’s game adopt the role of the rebellious Monkey King, as he navigates challenges that are now familiar from a range of 20th century narratives. His weapon is a special wand-like staff and he splits his power into six Relics, which he hides all over China.
300% increase in ticket sales
The gameplay features 36 different locations, 75% of which are situated in the Shanxi region, which boasts the vast majority of the nation’s ancient buildings. Having sold 10 million units in the first three days of sales, the game easily topped PC gaming platform Steam’s chart after its launch, and according to various travel platforms, afficionados are now seeking out the real life places behind the screen.
These include Xiaoxitian Temple, a Ming Dynasty place of worship built on top of Fenghuang Mountain in the 17th century and known for its so-called “hanging sculptures”. One of its halls packs a massive 2000 Buddhas into just 170 square metres. It has seen a 300% increase in ticket sales since the game’s launch on 20 August 2024.
Other shrines in the province gaining traction include: Yuhuang Temple, known for its Chinese zodiac iconography; Tiefo Temple, famous for its deity statues; and Foguang Temple, one of China’s biggest and best-preserved Tang Dynasty structures.
Three days remain until reembarking on the Journey to the West!
— Black Myth: Wukong (@BlackMythGame) August 17, 2024
The latest #PS5 gameplay video has been released. Please search for "Black Myth PS5" for more details.
Here's a quick look: https://t.co/6zjYQAVdZG pic.twitter.com/Mgs7IgMqjn
“5,000 years may seem distant, but Shanxi is close.”
The fusion of mythology, literature, cult TV and digital gaming is seemingly a powerful influence in the travel sector. Online searches for Shanxi region attractions on Trip.com soared by 10% the day after the game’s release and Global Times reports that Fliggy, Alibaba’s Chinese arm, saw interest in Shanxi destinations double in August compared to July.
Unsurprisingly, as China seeks to boost its tourism sector, the Shanxi Provincial Department of Culture and Tourism’s official WeChat account has been tapping into the crossover between its cultural and architectural heritage and gaming. It has been going viral with posts featuring game footage alongside the real-life attractions, and snappy taglines such as “5,000 years may seem distant, but Shanxi is close.”
