According to data from Tongcheng Travel, between the release of the film "Dear You" and May 25th, search interest for destinations like Shantou, Chaozhou, and Jieyang more than tripled month-on-month, while flight bookings to Jieyang Chaoshan International Airport increased by 128% month-on-month.

The "wumiguo" (rice-less cakes made from sweet potato starch) featured at the protagonist Nanzhi's home in the film drove a nearly tenfold year-on-year increase in searches for "wumiguo" on the Meituan platform over the past week. On the Dianping platform, since May, the daily traffic of merchants in Chaozhou, Shantou, and Jieyang that have been shortlisted for the 2026 "Must-Eat List" has increased by nearly 40% compared to the same period last year.

Wang Chen, General Manager of Guangdong China Youth Travel Service (CYTS), said that the appeal of Chaoshan can be summed up in four words: "ancient, slow, beautiful, and refined." "Ancient" refers to the cobblestone alleys, old houses, and the everyday bustle of local residents in the ancient town. "Slow" refers to the relaxed pace and sense of tranquility. "Beautiful" refers to the extraordinary flavors that have earned Chaozhou the title of UNESCO City of Gastronomy. "Refined" refers to the ritual of brewing Gongfu tea.

He believes that Chaoshan's characteristics naturally align with the emotional needs of today's young people: "The original inhabitants of the ancient city account for over 90% of the population, unlike Wuzhen, Zhouzhuang, Lijiang, and Quanzhou, which are heavily commercialized. Ancestral halls, tea stalls, markets, and snacks are all part of daily life. A wide range of intangible cultural heritage items such as wood carving, Chaozhou embroidery, and Yingge dance are highly distinctive and have been woven into everyday life, not just displayed in museums." In terms of the uniqueness of its cultural content and expression, Chaoshan is an irreplaceable cultural tourism destination.

当工夫遇见共情：“阿嬷效应”背后的广东文旅启示录

同程旅行数据显示，自电影 《给阿嬷的情书》开播至5月25日，“汕头”“潮州”“揭阳”等目的地搜索热度环比增长均超2倍，前往揭阳潮汕国际机场的机票预订热度环比增长128%。

片中主人公南枝家的“无米粿摊”，让近一周美团平台“无米粿”搜索量同比增长约10倍。在大众点评平台，5月以来，潮州、汕头、揭阳三城2026年“必吃榜”入围商户的日流量较去年同期增长近40%。

广东青旅总经理王琛表示，潮汕的吸引力可概括为“古、慢、美、精”。“古”是古城古巷的青石板、老厝、原住民的市井生活；“慢”是慢节奏、松弛感；“美”是联合国认证的“世界美食之都”的人间至味；“精”则是冲泡工夫茶的仪式感。

他认为，潮汕的特点天然契合当下年轻人的情感需求：“古城原住民占比高达90%以上，不像乌镇、周庄、丽江、泉州等商业味浓。祠堂、茶档、市集、小吃都是日常生活方式，木雕、潮绣、英歌舞等非遗品类多且辨识度高，活化传承融入日常生活，而不光是博物馆展品。”从文化内容和表达的独特性看，潮汕都是“不可替代”的文化旅游目的地。

文 | 记者 刘星彤
翻译丨黄健新
审校丨曾敏