Chaoshan region in south China's Guangdong Province is witnessing a new wave of cultural and tourism enthusiasm following the success of the hit movie "Dear You," which has shattered box office records and won widespread acclaim.
The word-of-mouth hit draws on the history of "qiaopi" -- the letters and remittances sent home by earlier generations of overseas Chinese. While well-known in Chaoshan and other regions with deep migration traditions, it represents an important yet lesser-known chapter in China's migration history. UNESCO added the "qiaopi" archives to its Memory of the World Register in 2013.
Filming locations in the cities of Jieyang and Shantou have become popular destinations, with visitors recreating classic scenes from the film.
"Watching this movie made me feel that we Chaoshan people still have that pure heart -- our devotion to hometown and the spirit of persistence while working elsewhere. As a grandma myself, dressing up and visiting this location helps me feel what life was like in those old houses," said Lin, a local resident.
"The movie touched me deeply, so I came to see this filming location. It's quite incredible and I feel immersed, as if I'm right there in the scene," said Peng, a tourist from Shanghai.
As the film's popularity grows, it has sparked a trend of immersive cultural experiences, blending cinema with heritage tourism and local cuisine.
"With the film's release, we launched a campaign themed 'Travel with the Film,' which has stimulated cultural and tourism consumption across food, accommodation, transportation and entertainment. The nostalgic warmth and fondness in the film has been translated into tangible, touchable and tasteable experiences," said Huang Peiyi, an official with Shantou Municipal Bureau of Culture, Radio, Television, Tourism and Sports.
The film, in Chaoshan (Teochew) dialect, was released on April 30. It has grossed nearly 2 billion yuan (about 295.6 million U.S. dollars) at the box office as of Tuesday. The film has a reported budget of 35 million yuan (about 5.17 million U.S dollars).
The film's theatrical run has been extended through July 31 and it is now rolling out in overseas markets.
Hit movie 'Dear You' boosts tourism in Guangdong's Chaoshan region
