From "Sightseeing" to "Savoring": Even Spider-Man is following the flavors on a tour of China?

For years, international itineraries in China followed a familiar circuit: the Forbidden City in Beijing, the Terracotta Warriors in Xi'an, and the Bund in Shanghai. Yet data from 2026 reveals a significant shift: in the first half of the year, inbound foreign arrivals reached 22.914 million, representing a 20.4% year-on-year increase. Their footprints expanded along domestic flight networks to 160 cities, with homestay bookings covering 330 municipalities.

The catalyst encouraging travelers to venture beyond traditional tourist hubs is rarely a conventional landmark. Instead, it is a local specialty, a bowl of authentic regional noodles, or a basket of piping-hot steamed buns.

Shanghai's historic Weixiangzhai noodle shop drawing large numbers of international visitors. (Source: Shangguan News photo)

Shanghai: A Viral Craze for Sesame Paste Noodles

In Shanghai, a rich bowl of sesame paste noodles paired with a crispy, tender fried pork chop has become a fresh lens through which international visitors experience local life. This summer, actors Tom Holland and Zendaya Coleman visited Shanghai while promoting Spider-Man: Brand New Day, sending the historic noodle shop Weixiangzhai viral across global social networks.

Even Spider-Man and his wife stopped by Weixiangzhai to check in. (Social Media screenshot)

Offering RMB 14 sesame noodles and an average meal cost of just over RMB 30, the eatery was dubbed by diners "Shanghai's most affordable Michelin-level bite." Overseas visitors lined up for block-long queues to sample the "celebrity menu." In response, the shop introduced bilingual menus and trained staff in essential hospitality English.

This immersive, ground-level travel style—riding the subway, renting shared bikes, and exploring side alleys—is backed by hard data: in the first half of 2026, Shanghai welcomed 5.3149 million international visitors (up 27.82% year-on-year). Among them, foreign passport holders taking city transit reached 1.285 million, a 31.8% surge.

International visitors enjoying authentic local street food. (Source: CGTN photo)

"Off the Beaten Track" Becomes the New Normal

The numbers illustrate why regional cuisine serves as a seamless entry point for inbound tourism. A survey by the China Tourism Academy showed that 93.1% of domestic and international respondents rank experiencing local food as a primary objective of their trips. A signature bowl of noodles can inspire travelers to explore a lesser-known city; a morning dim sum session can kickstart a full day of urban exploration. "Bypassing tourist traps to dine where locals eat" has become the preferred routine for young global travelers.

Foreign tourists tasting authentic "Luomo" flatbread and "Sanzi" at Dazhang Luomo Village in Xuzhou. (Source: Sohu photo)

Xuzhou: Cultural Confidence Wrapped in a "Luomo"

In Xuzhou, the bilingual menu at "Dazhang Luomo Village" gained unexpected online fame. A Moroccan international student was delighted to discover that every dish featured English explanations. For signature items lacking direct English equivalents—like Luomo (a local paper-thin flatbread) and Sanzi (crispy deep-fried dough twists)—the restaurant chose to retain the pinyin transliteration directly. "We wanted to share that these flavors are unique to Xuzhou and truly irreplaceable," the manager explained. Folding the Luomo, wrapping it around Sanzi, fresh scallions, and savory pickles with practiced skill, the student amazed surrounding locals—turning a street snack into an authentic display of cultural confidence.

German influencer "Baozi" trying Xinjiang's signature Samsa, thin-skin buns, and sweet sugar buns. (Source: China Daily video screenshot)

Xinjiang: A "Baozi" Tasting Adventure

In August 2026, German content creator "Baozi" traveled to Xinjiang for a culinary tour, sampling three iconic local bun varieties in one sitting: golden, crispy-skinned Samsa (baked meat buns), juicy thin-skin steamed buns, and soft, sweet sugar-filled buns. Though all share the label "bun," their preparations and regional profiles differ vastly. Packed with the vibrant flavors of the Silk Road, these dishes reached international audiences through social media, offering a genuine glimpse into daily life in Xinjiang.

International tourists enjoying local night market specialties. (Source: Xinhua photo)

Policy Momentum: Fresh Opportunities for Regional Cuisines

In July 2026, the State Council approved the 15th Five-Year Plan for Expanding Consumption, proposing dedicated initiatives to cultivate regional catering brands and encouraging municipalities to build specialized culinary clusters. Local specialties are transitioning from regional comfort foods into national dining highlights, emerging as vital growth engines for regional tourism.

Earlier in June, the Ministry of Industry and Information Technology, alongside the State Administration for Market Regulation, issued guidelines to enhance food quality and stimulate consumer demand, emphasizing the integration of culinary culture with local tourism. Cities across Beijing, Guangdong, Hunan, Hebei, and Inner Mongolia subsequently launched "Foodie Season" festivals to revitalize non-material cultural heritage cuisines, elevating the travel experience for domestic and international visitors alike.

From "Seeing China" to "Savoring China"

From viral orders at Shanghai’s legacy noodle shops to pinyin menus in Xuzhou, and from German creators exploring Xinjiang to 93.1% of travelers prioritizing food in their itineraries, regional gastronomy is taking center stage in how international guests experience China.

This transformation reflects a broader evolution in travel habits: food connects dining, lodging, transport, and local retail into a seamless economic chain, extending visitor stays and supporting local communities. For Chinese cities, it serves as a reminder that the most compelling cultural card is often not a distant monument, but a welcoming bowl of noodles that encourages travelers to dine like locals.

The glowing lights of thousands of late-night eateries illuminate more than just travel itineraries; they reflect a foundation of safety, social stability, and economic vitality. When international travelers fly thousands of miles to enjoy a local meal, their choices represent a vote of confidence in that visible everyday peace and prosperity.

Chinamaxxing

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In the imagination of many Westerners, China remains trapped in outdated stereotypes of gray industrial sites, smog-filled skies, and endless construction. Yet when global influencers and travel vloggers point their cameras at modern Chinese megacities, the reality captured on screen presents the absolute opposite—futuristic, clean, vibrant, and strikingly surreal.

At the center of this cultural pivot sits Chongqing. Western media historically tagged it simply as the "Mountain City" or "Fog Capital." But as Gen Z travelers stand on the Liziba viewing platform watching a high-speed monorail train slice directly through a 19-story residential apartment building, the vocabulary popping into their minds is not geographical—it is "8D Cyberpunk." Here, "Chinamaxxing" reveals its most direct lesson: the China you imagined and the China on the camera feed are two entirely different worlds.

Screenshot of IShowSpeed marveling at the monorail passing through an apartment building at the Liziba viewing platform. (Source: YouTube screenshot)

The disorienting architecture of Kuixing Building, where a ground-level plaza sits atop a 22-story structure. (Source: Chongqing Daily photo)

Where the "Oh My God" Comes From

On April 2, 2025, American streaming superstar IShowSpeed (affectionately nicknamed "Hyperthyroid Bro" by Chinese netizens) launched a marathon six-and-a-half-hour livestream in Chongqing. Standing at the Liziba viewing platform, he blurted out in open shock: "Oh my God! The train went inside the building!" Moments later, while navigating the Kuixing Building plaza, he gasped: "Wait, aren't we on the first floor? How is this the 22nd floor?!" People's Daily captured another candid reflection: "I've never been to a country with a place like this. Chongqing is beautiful."

A foreign couple exploring Chongqing's 8D cityscape during a night tour of Hongyadong. (Source: YouTube screenshot)

IShowSpeed's reaction is far from unique. Scrolling through TikTok and Xiaohongshu travel vlogs over the past two years reveals identical gasps across iconic spots: Hongyadong’s glowing stilt houses at night (dubbed "the real-life Spirited Away"), the disorienting multi-tiered streetscapes of 8D Chongqing, and the Yangtze River Cableway gliding quietly through the night skyline.

Promotional graphic for the popular 8D Magic Chongqing Day Tour. (Source: KKday photo)

IShowSpeed’s itinerary—covering Jiefangbei Pedestrian Street, Kuixing Building, Liziba Station, and the 112-meter-long Crown Escalator—has since been replicated by thousands of international creators, serving as the definitive blueprint for a "Chinamaxxing 8D Tour."

From "Viral Photo-Ops" to "Authentic Daily Life"

The most compelling dimension of Chongqing's viral boom is how it transitions from superficial "photo-ops" to deep lifestyle integration. In the first half of 2026, passenger throughput at Chongqing Jiangbei International Airport reached 1.48 million, a 39.5% year-on-year surge that led all top ten Chinese airports. Foreign arrivals exceeded 610,000, jumping 86% year-on-year. Data from travel platform Qunar showed inbound flight bookings to Chongqing grew 30%, ranking first among popular destination cities.

International visitors are no longer just hiking the mountain trails and leaving. On July 21, Thai tourist Amelia stood at Danzishi Old Street along the South Bank, telling reporters: "It's unreal—Chongqing's night view is easily among the best in the world. I saw it on TikTok and booked a direct flight straight here."

Chongqing's dazzling night skyline attracting international travelers. (Source: CITS photo)

Her experience illustrates the full pipeline: viral discovery on social media followed by spontaneous travel. Amelia spent three days exploring Ciqikou Ancient Town, riding the Yangtze River Cableway, dining on spicy hotpot, and visiting the UNESCO World Heritage Dazu Rock Carvings.

Mr. Zhang, a long-time resident of Yuzhong District, has noticed a shift on the ground: "In past years, you’d occasionally spot a few foreign tourists. But recently, especially this summer, they're arriving in crowds. Walking around Liziba, you’ll run into five or six international groups in an hour." More importantly, he noticed a change in mindset: "They used to just snap photos of novelties; now they want to explore the local neighborhoods and experience how we actually live." From shouting "Oh my God" at observation decks to ducking into side-alley eateries for a bowl of spicy xiaomian noodles, Chongqing's 8D magic is evolving from a tourist backdrop into an authentic, lived experience.

International visitors exploring cultural heritage sites along Jialing River Binjiang Road. (Source: Vision Chongqing photo)

8D Is Not an Adjective—It Is Daily Life

The phrase "8D Magic" originated as a humorous meme among Chinese netizens complaining that local geography "crashed GPS navigation." Yet when young international travelers stand on the 22nd floor of Kuixing Building only to discover a bustling city street beneath their feet, they grasp the real-world scale of the concept. Under livestream clips, comments abound: "China is severely misunderstood—I don't know why people ignored it for so long," and "I feel like I've been misled by mainstream headlines for years. I need to visit China myself."

The essence of "Chinamaxxing" resides in these navigation-defying moments—just when you think you understand China, Chongqing sends a monorail gliding out of an apartment complex to prove otherwise. Yet behind this architectural surrealism lies a well-ordered operational reality: monorails run punctually to the second, streets remain brightly lit and safe at 2:00 AM, and international visitors stream live on their phones without concern.

Safety, efficiency, and social baseline stability are the city's true underlying code. A nation capable of keeping an 8D urban labyrinth running with seamless order demonstrates a level of governance capacity that serves as the most reassuring scenery of all.