Foreign tourists immerse in Chinese culture during Dragon Boat Festival

China

Foreign tourists immerse in Chinese culture during Dragon Boat Festival

2025-06-02 14:55 Last Updated At：16:57

The Dragon Boat Festival has burst to life, with foreign tourists immersing in China's rich traditions and joining in vibrant festivities across the country.

The Dragon Boat Festival, also known as Duanwu Festival, is a traditional Chinese holiday to commemorate ancient Chinese poet Qu Yuan from the Warring States Period (475-221 B.C.). Celebrated on the fifth day of the fifth month of the Chinese lunar calendar, the festival falls on May 31 this year. It has become a national holiday characterized by eating Zongzi, a pyramid-shaped dumpling made of glutinous rice wrapped in bamboo or reed leaves, and enjoying dragon boat races.

This year’s festival has drawn increased participation from foreign tourists. In Shanghai’s bustling business district, locals and visitors from around the globe joined hands to craft Zongzi, the essential treat of the celebration. From carefully arranging bamboo leaves to adding rice and fillings, participants embraced the art of wrapping and tying Zongzi, immersing themselves in the depth of Chinese tradition.

"I learned that during the Dragon Boat Festival, people make Zongzi and row dragon boats, and I am very happy," said a tourist from Norway.

"We [have] a new experience with our traditional Chinese food, and this stuff is a very amazing experience to us," added another tourist from Sri Lanka.

At the Yongxing Fang scenic spot in Xi'an, the vibrant capital of Shaanxi Province, international students from various countries gathered to learn the art of Zongzi-making. Guided by skilled inheritors of intangible cultural heritage, they explored the traditions of this time-honored craft, blending cultures and culinary discovery.

"I found it very interesting and it made me so happy because it was my first time making Zongzi," said an Egyptian student.

Film IP fuels expansion of consumer market

China's movie industry is increasingly deriving its earnings from broader consumer economy.

Released during the 2025 summer season, the film "Nobody" became China's highest-grossing two-dimensional animated film -- and its success went beyond theaters.

Through licensing and brand partnerships, the movie has generated 2.5 billion yuan (about 358.3 million U.S. dollars) in retail sales to consumers, with more than 800 licensed products on the market.

Ranging from plush toys to food and home goods, the movie-related merchandise can be purchased from over 3,000 online and offline outlets.

Meanwhile, souvenir stores are crowded at Shanghai Disneyland's Zootopia themed land, with hats, plush toys, and collectibles seeing steady demand from visitors.

"China's film industry is no longer defined by box office revenue alone. It has become a new growth engine that links and energizes multiple cultural sectors. At the heart of every successful film is strong storytelling. High-quality productions create cultural value, which in turn enhances the commercial value of intellectual property and opens up new consumption opportunities. I believe China's film industry delivered an outstanding performance in the past year," said Chen Xiaoda, vice dean of Shanghai Vancouver Film School.