The box office of "Ne Zha 2" has been soaring, breaking new records in Chinese cinema, and its cultural influence has rapidly spread into cultural tourism, giving rise to the trend of"Travelling with Ne Zha". Many scenic areas have launched themed tourism projects, sparking a new wave of check-in trends.

Data shows that since the release of "Ne Zha 2", the search volume for tourism-related services, such as hotels and scenic spots associated with "Ne Zha", has surged over five times compared to the previous year.

In Cuiping District, Yibin City, Sichuan, the "Ne Zha Palace" has seen its highest daily visitor count peak at approximately 8,000 people, with an average daily number of 4,000. So far, the "Ne Zha Palace" has welcomed nearly 300% more visitors compared to the same period in previous years.

The popularity of "Ne Zha 2" has also boosted the Hexi District,Tianjin, home to two major Ne Zha-themed attractions: Chentang Village and Ne Zha Town. In February 2025, hotel bookings in Hexi District surged by 60%, and sales of nearby cultural and creative products increased by 200%.

At the Ne Zha Temple scenic area in Xixia County, Nanyang City, Henan, an immersive "Fengshen Universe" live-action performance has been launched, combining Taoist rituals with VR technology, allowing visitors to step into roles from "the Investiture of the Gods" and actively participate in the storyline.

As the Ne Zha craze grows, Guangzhou has also been exploring and organizing its local folk culture resources related to Ne Zha. Every year on the 6th day of the 3rd lunar month, villagers in Hantang Village, Renhe Town, Baiyun District, hold a grand "Ne Zha Birthday" celebration. This event is one of the village's most important traditional folk activities.

In recent years, the "Film + Cultural Tourism" model has become a powerful formula for market success.

The 2023 hit drama "The Knockout" made 33 Market Street in Jiangmen, Guangdong, a popular tourist destination. The release of "Avatar" in Zhangjiajie, Hunan, prompted the introduction of a Metaverse theater, where visitors could create customized Avatar avatars and immerse themselves in interactive storylines. In 2024, the release of the 3A game "Black Myth: Wukong" brought a flood of visitors to Yingxian County, Shanxi. The local Chongfu Temple used motion capture technology to recreate in-game battle scenes, and the Yingxian Wooden Pagoda developed a "Victorious Fighting Buddha" light show to attract younger crowds to traditional architecture.

Source:Lingnan On the Cloud

“跟着哪吒去旅游”成热门出游方式

票房一路高歌猛进、不断缔造中国电影新纪录的《哪吒之魔童闹海》，其文化影响力也迅速外溢至文旅领域，形成了“跟着哪吒去旅游”现象,多地景区推出主题旅游项目掀起打卡热。

数据显示，自《哪吒2》电影上映以来，“哪吒”相关的酒店、景区等旅游搜索量同比增长超5倍。

四川宜宾市翠屏区的“哪吒行宫”单日游客最高峰值约8000人次，日均游客为4000人次。截至目前，“哪吒行宫”已累计接待游客较往年同期增长了近300%。

被《哪吒2》带火的还有坐拥陈塘庄、哪吒小镇两大“哪吒”主题景区的天津河西区。数据显示，2025年2月河西区酒店预订量同比激增60%，周边文创产品销售额增长200%。

在河南南阳西峡县哪吒庙景区，首创“封神宇宙”实景演出，将道教仪式与VR技术结合，游客可化身“封神榜”角色参与剧情。

随着哪吒热兴起，广州也在挖掘整理民间“哪吒”文旅资源。每年农历三月初六，白云区人和镇汉塘村的村民都会举办盛大的“哪吒诞”为哪吒庆生。据介绍，“哪吒诞”是该村每年最重要的传统民俗活动之一。

近年来，“影视+文旅”的模式已成为市场爆火密码。

2023年开年大剧《狂飙》播出，让广东江门三十三墟街成为热门打卡点。湖南张家界乘着大片《阿凡达》引发的热潮，引入了元宇宙剧场，游客可定制专属阿凡达形象参与沉浸式剧情。2024年3A游戏大作《黑神话：悟空》为山西应县带来了泼天流量。当地崇福寺通过动作捕捉技术复现游戏战斗场景，应县木塔开发“斗战胜佛”光影秀，使传统建筑吸引年轻客群。

文 | 记者 黎存根
翻译 | Kelsey
审校 | 赵凡