Northwest China's Xinjiang Uygur Autonomous Region has leveraged the popularity of the region's grassroots-level Football Super League events to boost tourism, with local authorities rolling out incentives for visiting fans, including discounted or free entry to tourist sites.
The 2026 Tongxin Cup Xinjiang Football Super League kicked off on May 16 and is scheduled to last until August 9, with a total of 56 matches, attracting large numbers of football fans and tourists.
Taking advantage of the Super League's high popularity, business operators in various cities across Xinjiang have rolled out a variety of cultural and tourism discount packages favored by football fans and tourists.
In the Bortala Mongol Autonomous Prefecture, football fans holding Super League tickets can enjoy a 20-percent discount on tickets to the Sayram Lake Scenic Area. They can also enjoy free access to other tourism spots including the Alashankou Border Crossing Gate and the Muttar Desert Scenic Area. Local supermarkets, specialty restaurants, and chain hotels also offer corresponding discounts.
Starting on May 30, Altay Prefecture has launched a month-long cross-industry benefit campaign, connecting various scenarios such as gas station filling, accommodation and supermarket shopping. Football fans and tourists can scan a dedicated QR code to check all the discounts available.
"After scanning the QR code, we can see the introductions of many characteristic restaurants and horse farms in Altay. I can also enjoy a wide range of discounts with my accommodation vouchers," said Dong Rujiang, a tourist from east China's Jiangsu Province.
Turpan City has leveraged its home-field advantage to stimulate consumption across the city, setting up 30 large screens in urban areas and major scenic spots as secondary football watching options for the fans. The combination of food and sports has created a brand-new nighttime tourism consumption scenario.
"While enjoying pigeon meat soup and eating pilaf, we cheered for the team. The combination of delicious food and the football game made for a particularly fulfilling night," said Dai Qian, another tourist from Jiangsu.
Xinjiang leverages grassroots football league events to boost tourism
Chinese box-office hit "Dear You" held its premiere on Monday in Thailand, the very country where the movie's deeply personal journey unfolds, drawing attendees from across the political, business, and cultural communities of both China and Thailand.
The low-budget drama, known as "Love Letters to Grandma" in Chinese, was shot entirely in the Chaoshan, or Teochew, dialect. It has defied all box-office expectations upon its initial April 30 release in the Chinese mainland, grossing over 275 million U.S. dollars.
The film's emotional pull was simple yet powerful: it centers on a young man who retraces his grandfather's footsteps across the border into Thailand, only to uncover a decades-long secret behind the love letters his grandfather had been writing to his grandmother.
Set against the distinct backdrop of Teochew Chinese culture, the narrative highlights the historic diaspora experience, capturing universal themes of displacement, nostalgia, and memories passed down through generations.
For director Lan Hongchun, the decision to use the Teochew dialect rather than standard Mandarin was deliberate and central to the film's authenticity.
"In making this film, we strived to reconstruct the experience and emotions of our grandparents' generation, creating something that resonates deeply with many people," Lan said when meeting the press on the sidelines of the premiere alongside other cast members.
That resonance has proven especially strong among the Thai Chinese community in the country, where the film's portrayal of migrant struggles and family devotion strikes an intimately familiar tone.
"The Teochew make up 56 to 60 percent of the population. They have a distinct culture, traditions, beliefs and customs. Our country has the largest Teochew population compared with other Southeast Asian countries," Thai author Pariwat Chanthorn told China Global Television Network (CGTN).
For many Thai Chinese, watching the film rekindled memories of their own family histories.
"Watching this film reminded me of my grandparents, as my grandfather also arrived by boat. Over time, the connection with our roots in China had been lost, but this movie vividly illustrated the struggles and hardships they endured, as well as how much love they have for family and country," said Thanchanok Jongyotying, an audience member.
Another viewer, Natarpa Phongtipapon, highlighted the broader cultural bridge the film represents.
"I feel that this film really highlights the strong bond between the Thai and Chinese people, showing that we are truly close like siblings and have supported each other extensively, from the past right up to the present," she said.
The film is set to hit cinemas nationwide in Thailand beginning Wednesday.
The movie has also premiered in several other Southeast Asian countries, including Malaysia, Singapore, Brunei, Vietnam and Indonesia.
Chinese film 'Dear You' premieres in Thailand, winning hearts with cross-border storytelling
