During the Chinese New Year, Chaoshan created a festive holiday celebrated by everyone, garnering popularity, consumer engagement, online traffic, and global influence. Among them, traditional Chaoshan folk activities, with Yingge dance as a prime example, have gone viral both domestically and internationally.

According to statistical data provided by Meituan, during the Chinese New Year, cultural and tourism orders in the Chaoshan region increased by 114.5% year-on-year. The search volume for Yingge dance performances in February has increased by over a thousand times year-on-year.

During the holiday, Dianping (a popular review platform) also featured numerous Chaoshan travel guides. Tourists from all around the country drove long distances to Chaoshan during the holiday to experience the most special "festive atmosphere" firsthand.

At the beginning of the Year of The Dragon, Chaoshan Yingge dance performances also appeared on the streets of the United Kingdom, attracting over 700,000 spectators with their spectacular performances. As the Yingge dance performances go global, traditional Chaoshan folk customs can be seen in various places. However, the majestic Yingge dance performances are just The "appetizers" of the New Year celebrations in Chaoshan. Lion dances, flag-raising ceremonies, drum performances, and the "Ying Laoye" folk activities in various places are the main highlights of the festive atmosphere.

"While people across the country were still at work, Chaoshan people had begun celebrating the Lunar New Year." Cai Yugen, who works in Beijing, recently deliberately arranged a trip home with colleagues to experience the local folk culture of Chaoshan. "We participated in rituals, watched parades, and enjoyed various festivities such as chicken and goose competitions and drum performances. Even for offerings we hadn't prepared at home, we could order them through delivery apps, and they would be delivered within 30 minutes without any delay."

Flying to the islands of Shantou for winter, enjoying an authentic bowl of pork trotter rice in Huilai, Jieyang, and exploring the delicacies of Chaozhou while visiting the Guangji Bridge… The reason why Chaoshan has become one of the most popular tourist destinations during the Chinese New Year holiday is inseparable from its natural climate and unique culture and cuisine. Behind the booming tourism and returning-home consumption during the Chinese New Year, various emerging consumption formats are quietly emerging in Chaoshan. Youngpeoplereturning home marvel at how products entering Chaoshan are becoming distinctly "Chaoshan flavored".

A local creative coffee shop has received high praise from tourists on Dianping, ranking first on the local coffee hot list. According to Meituan data, from February this year to date, the search volume for "Titalk Cafe" on Meituan has increased by 1564.7% compared to last year.

The owner of Titalk Cafe is a post-90s entrepreneur who returned to his hometown to start a business. He told reporters that, by incorporating local characteristics into coffee, the shop has crafted innovative items such as "Chao-style Latte with Old Medicine Orange","Americano with Huangpi," and "Latte with Dancong Tea",which are highly favored by young consumers. Newtrendsetterslike him acTively utilize digital marketing tools such as Meituan to tap into new opportunities in the county economy, attract new customer bases, and achieve sales growth.

According to Meituan data, during the Chinese New Year, the average daily online consumption in Chaozhou saw a year-on-year increase of 51.4%; the number of participating online merchants increased by 65.1%, and the active user count grew by 26.1%.

Source:Yangcheng Evening News

潮汕春节文旅订单随英歌舞“火”出圈

春节期间，潮汕地区营造了一的全民狂欢长假，收获了人气、消费、流量以及全球影响力。其中，以英歌舞为代表的潮汕传统民俗活动在海内外“火”出了圈。

从美团提供的统计数据获悉，春节期间，潮汕地区的文旅订单量同比上涨114.5%，今年2月至今，英歌舞表演大众点评搜索量同比上涨破千倍。

假日期间，大众点评也出现了不少潮汕旅游攻略，四方游客不远万里驱车到潮汕当地，只为现场感受最特别的“年味”。

在龙年伊始，潮汕英歌舞还出现在英国街头，精彩的表演吸引逾七十万人围观。英歌舞出海出圈，带动潮汕传统民俗活跃在各大街小巷。但其实，霸气豪迈的英歌舞只是潮汕地区的过年的“开胃菜”，各地的舞狮、标旗、锣鼓，以及“营老爷”民俗活动才是“年味”的重头戏。

“全国各地还在上班，只有潮汕还在过年。”在北京工作的蔡玉根，近日特意错峰返乡带着同事们感受潮汕当地的民俗文化，“祭拜游神游火巷，赛鸡赛鹅赛锣鼓，家里没来得及备的游神祭品，外卖下单30分钟也就送到了，一点不耽误。”

飞去汕头海岛过冬、去揭阳惠来吃一碗正宗猪脚饭、在潮州游广济桥品潮菜美味……潮汕地区之所以能成为春节假期最热门的旅游目的地之一，与当地的自然气候以及独特的文化、美食密不可分。而在春节文旅和返乡消费两旺的背后，各类新兴消费业态也正在悄然落地潮汕，返乡青年感叹产品入潮也会变得“潮味”十足。

大众点评上，一家本地创意咖啡店深受游客好评，居于本地咖啡热门榜第一名。美团数据显示，今年2月至今，踢桃咖啡美团搜索量同比去年增长1564.7%。

上述咖啡店老板是一名返乡创业的“90后”，他告诉记者，将咖啡融合本地特色，店铺打造了“潮式老药桔拿铁”“黄皮鼓美式”“单丛拿铁”等创意单品，深受年轻消费者青睐。他们作为返乡创业的新“潮人”，也积极利用美团等互联网数字化营销工具，挖掘县域经济新蓝海，获取客群新流量，实现销量新增长。

据美团数据，春节期间，潮州线上日均消费规模较去年春节同期增长51.4%；线上参与商户数量较去年春节同期增长65.1%，活跃用户同比增长26.1%。

文 | 记者 赵映光
译 | 林佳岱