Grassroots football league sparks tourism, economic boom in Jiangsu

The growing popularity of the Jiangsu Football City League, a grassroots regional competition in east China's Jiangsu Province, is driving notable economic growth in local dining and tourism industries.

Dubbed the "Su Super League" and celebrated as China's most watched summer football league, the competition brought together 13 teams from Jiangsu Province for matches running from May till November.

With over 180,000 spectators attending matches so far, the tournament has transformed into a powerful economic driver.

In Lianyungang's scenic spot of Yanhe Alley, seafood barbecue restaurants are operating at full capacity at night, with many football fans arriving to explore the city views and culinary offerings.

"We toured Liandao Island and Mount Huaguoshan during the day, then came straight to Yanhe Alley for seafood and barbecue at night," shared one tourist.

Meanwhile, local restaurants are experiencing a notable surge in businesses.

"We're now serving about 100 tables [of guests] daily. There is an increased flow of people, as previously we normally had 30 to 40 tables each day," said Geng Maoran, manager of a seafood restaurant.

The football league has birthed a vibrant outdoor dining culture, blending football screenings with lively summer night festivities.

"Since the 'Su Super League' began, our street has become much more crowded, especially on weekends. There is a significant increase in visitors," said Zhang Lei, a local restaurant owner.

Grassroots football league sparks tourism, economic boom in Jiangsu

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.

Film IP fuels expansion of consumer market