The Chinese animated fantasy adventure film, Ne Zha 2, is taking the world by storm with a total box office of 13.7 billion yuan (about 1.89 billion U.S. dollars) as of Monday noon worldwide since its release last month, and sparked a wave of cultural tourism across China.
Dazzling audiences with dramatic fight scenes, Ne Zha 2 has become the highest-grossing animated film of all time globally, surpassing previous record holder of Disney's Inside Out 2. It also now sits as the No. 8 movie overall on the global chart.
Rooted in ancient Chinese legends, Ne Zha's story has inspired many fans to visit real-life locations like Sanqing Mountain in Shangrao City of east China's Jiangxi Province, where the master of Ne Zha's mentor is said to have practiced Taoism.
By creating these film-themed tourist routes, Jiangxi is capitalizing on the popularity of Ne Zha 2 and offering fans a unique travel experience. It's a testament to the film's impact and the potential of cinema to drive tourism growth.
Alexandros Rallis, an English teacher of the Ganzhou Foreign Languages School based in Jiangxi, followed in the footsteps of Ne Zha's legendary journey and went on a trip to Sanqing Mountain. This trip isn't just about the mountain views, but a journey to connect with something far more meaningful.
"I found out in the movie that it was about a certain location here in China, so I figured that I'd go with my son, because he loves the movie. The fact that he's half-Chinese and half-Canadian, and he's really excited about learning more about the Chinese culture, I'm happy for that, and I'm all for it," he said.
The animated blockbuster Ne Zha 2 has captivated viewers around the globe, with its rich themes of mythology, heroism, and self-discovery.
"Many of the characters had very human-like qualities. It helps us to better connect with the characters and the story. Be honorable, don't be afraid to stand up for what you are passionate about, be loyal to the family, be brave," said Rallis. From pins and posters to gadgets, Ne Zha's presence can be found everywhere, on high-speed trains and at the stations along the way.
"Our crew merge the movie's storyline with the local culture at each train station, provide commentary service to passengers, recommend special tourism routes in Jiangxi Province, using the movie's popularity to boost both tourism and local culture," said Xiao Chunchun, conductor of the Nanchang Section with the China State Railway Group.
Ne Zha 2 hit the big screen in Australia and New Zealand on Feb 13, one day ahead of its release in the United States and Canada. The train station in Shangrao has seen a surge in foreign travelers since the launch of the movie overseas.
"Since Ne Zha 2 was released overseas, the film-related attractions like Sanqing Mountain in Shangrao and Longhu Mountain in Yingtan have become increasingly popular. Since the film was released overseas, Shangrao Station has handled 332,500 trips, up 12.86 percent year on year, with foreign visitors up by 23 percent," said Li Ru, a passenger operator of the Shangrao Station with the China State Railway Group.
Sanqing Mountain, where the beauty of nature blends with ancient Taoist traditions, offers international travelers an extra glimpse into the country's rich culture.
"The fog, the picturesque area that I can see does stand out in terms of what the film was showing. Seeing something on film, and now I see it in reality," said Rallis.
"This is also a place that is linked to Ne Zha 2 which is something that I'm looking forward to seeing the movie. I heard that it's already launched in Malaysia," said a tourist from Malaysia.
The animated blockbuster has garnered 282 million viewers.
Highest-grossing animated film sparks wave of cultural tourism across China
Highest-grossing animated film sparks wave of cultural tourism across China
