Animated films often leave a mark on popular culture, but Ne Zha 2 went a step further, triggering a wave of economic activity and significantly impacting tourism in China. Its box office success wasn’t limited to ticket sales. It led to increased spending on souvenirs, food, and travel, reaffirming the power of domestic cultural brands.

The economic power of cultural symbols

The Ne Zha 2 phenomenon has strengthened the growing “Guochao” trend, which refers to the rising interest in domestic brands and cultural symbols. Characters from the film can now be seen on clothing, accessories, toys, and school supplies, with sales reaching impressive numbers. Brands like Pop Mart released limited-edition collectible figurines that sold out in record time. Some of these items are now available only at significantly higher prices on the resale market.

Film-inspired cuisine

Beyond dominating cinema screens and store shelves, Ne Zha 2 has also made its mark on the culinary scene. Inspired by the film, restaurants have created special menus. They are now featuring dishes named after the movie’s main characters and storyline. Even specific ingredients, such as traditional lotus powder associated with Ne Zha, have become so popular. They even temporarily went out of stock.

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The rise of film tourism

The film’s influence has also been felt in the tourism sector, particularly in locations linked to the legend of Ne Zha. Cities like Tianjin, Yibin, and Bengbu have become key destinations featuring themed routes that attract fans seeking an authentic experience. In Tianjin, where the myth of Ne Zha is deeply rooted, the number of tourists surged in the weeks following the film’s premiere. Travel agencies quickly designed new tours combining the film’s story with local history.

Yibin, a city known for its connection to the legend, has also seen a tourism boom. Cuiping mountain is one of the region’s key landmarks. It now receives thousands of visitors daily, with a staggering 300% increase in tourists compared to the previous year.

The future of cultural tourism

Experts highlight that the success of Ne Zha 2 demonstrates how films can shape perceptions of tourist destinations and boost their popularity. Maintaining this momentum requires creative approaches, such as interactive theme parks, digital experiences based on augmented reality, and new forms of cultural attractions.

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