With just a month to go before the Chinese New Year, China's film market is rapidly heating up. Before a movie is released, many fans are already visiting filming locations and purchasing merchandise based on the film's IP. The expanding influence of cinema is increasingly reshaping everyday consumption habits.
In recent years, it has become common for film-related merchandise to go on sale well before the official release.
During last year's Spring Festival season, the domestic animated film Ne Zha 2 quickly became a box office phenomenon.
Official blind-box products were launched almost simultaneously with the film and sold out soon after. On social media, many consumers said they managed to secure pre-orders, but delivery times were pushed back by as much as 6 months.
Since then, the launch timelines for merchandise linked to popular animated films have continued to move forward.
For some productions, weeks or even months before their debut, themed plush toys and keychains are already appearing in shopping malls and retail stores. Viewers can now take home character-themed products even before stepping into a cinema.
As consumption timelines move forward, the reach of film-driven spending is also expanding.
Before this year's Spring Festival film season officially begins, tourism data have already revealed noticeable changes. Following the announcement of release dates for films such as Pegasus 3 and Blades of the Guardians, which were filmed in deserts, destinations connected to their stories saw a clear rise in interest ahead of the premieres.
Data shows that by mid-January, hotel bookings in Bayingolin Mongol Autonomous Prefecture in northwest China's Xinjiang Uygur Autonomous Region, one of the filming locations for the Pegasus series, surged by 147 percent year on year for the 2026 Spring Festival holiday. Searches for travel products related to "desert sightseeing" and "desert highways" increased by around 60 percent.
"The way films drive tourism is shifting from post-release visits to a pre-release desire for travel. This is a new phenomenon emerging during this year's upcoming Spring Festival season. Audiences are planning trips in advance based on their expectations of the story and visuals," said Shi Ke, researcher at Qunar Big Data Research Institute.
An industry observer noted that early consumption reflects growing confidence in the film industry.
"There is very strong confidence across audiences, markets, producers, and consumers alike in the future of Chinese films. Culture is being used as an engine to leverage the industrial chain and form a complete cultural ecosystem," said Lang Jinsong, Deputy Director from China Communication University IP Cross-Border Communication Research Center.
Film merchandise sales boom signals growing confidence in Chinese cinema
An exciting wave of innovative winter tourism experiences is drawing visitors to the icy parts of China, as destinations transform ice and snow resources into immersive, experience-driven attractions that boost local consumption and development.
In Jiuru Mountain Scenic Area in Jinan City, east China's Shandong Province, towering icefalls formed by the area's canyon terrain and sustained winter cold create a spectacular frozen landscape.
Covering around 30,000 square meters, dense icicles and ice curtains hang like crystal glass, offering visitors a prime viewing season.
This winter, the scenic area has creatively incorporated fire elements, installing more than 100 stoves and log cabins throughout the park, creating a unique scene with "a stove available every few steps and a wooden cabin every 100 meters."
"The experience is really amazing and far beyond my expectations," said a tourist named Tian Yujuan.
Beyond sightseeing, the tourist attraction has also introduced more than 20 creative handicraft studios where visitors can make sachets and chocolates, while its snow play park that features ice sleds and snow tubing has become especially popular with families.
Since the New Year's Day, both visitor numbers and operating revenues at the site have more than doubled year on year.
In Yinchuan City, northwest China's Ningxia Hui Autonomous Region, local attractions are also expanding winter offerings through a "snow and ice plus" model.
On the Yuehai Lake, tourists wearing specially designed red protective suits float calmly in icy water in an activity known as "ice floating". The suits feature heat-locking inner layers and high-buoyancy outer layers, ensuring warmth and safety, while on-site photography services use drones and cameras to capture the experience.
"On weekends, I am willing to come to nearby cities to experience this kind of effortless relaxation. I find it quite stress-relieving," said a tourist.
In Pingxiliang Village, a small mountain village in suburban Urumqi, northwest China's Xinjiang Uygur Autonomous Region, ice and snow tourism has become a catalyst for rural revitalization.
Once an extremely impoverished village, Pingxiliang has developed winter cultural tourism by leveraging local resources.
Nowadays, more than 80 percent of households in the village operate homestays, and 236 villagers work in tourism, with related income accounting for over 70 percent of the total revenue.
Meanwhile, at the Sayram Lake in Xinjiang, winter visitors are flocking to newly created blue ice waterfalls -- each about 10 meters high and covering a total area of 15,000 square meters.
Built by staff who erected supports and sprayed water starting in November, the frozen formations preserve the natural shape of cascading water, creating a striking man-made icefall.
Shared widely on social media, the blue ice waterfalls have become a new must-see destination for winter tourists to the Sayram Lake.
China's winter tourism blends ice landscapes with immersive experiences
China's winter tourism blends ice landscapes with immersive experiences
