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'Black Myth: Wukong' Sparks Museum and Ancient Architecture Tourism Boom During China's National Day Holiday

By ZHENG KANG|Oct 10,2024

Chongqing - During 2024's National Day holiday, museums and ancient architecture sites across China became must-visit destinations for tourists. According to trending data from short video platforms, locations such as Xiaoxitian in Xixian, Shanxi, and various museums surged in popularity, primarily driven by the phenomenon of the video game Black Myth: Wukong.

As China's first high-profile AAA game, Black Myth: Wukong has brought significant attention to its filming locations, particularly in Shanxi Province. Many young tourists flocked to lesser-known spots like Xiaoxitian in Linfen, where tourism surged over 20 times compared to last year. Major cities also saw a more than 50% increase in tourism, with some locations even implementing crowd limits to ensure visitor experience due to overwhelming demand.

In Chongqing, the Dazu Rock Carvings, another filming site for the game, also broke historical records for visitor numbers. From October 1 to 7, the UNESCO World Heritage site welcomed over 100,000 visitors and generated 9.2 million RMB(about 1.3 million US dollars ) in revenue, a 25.5% year-on-year increase. On October 3, the site set a new single-day record with 23,034 visitors, marking a 30.75% rise from the previous year. Dazu Rock Carvings organized a special "Fantastic Rock Carvings: Wukong Legend" event, blending traditional culture with modern creativity through role parades, interactive performances, and rock carving experiences, captivating visitors and enhancing the holiday atmosphere.

This year's National Day tourism trend underscores a strong theme: the deep integration of traditional culture with modern entertainment. Shanxi, Chongqing, and other regions leveraged Black Myth: Wukong's impact to draw large crowds, showcasing the power of cultural confidence. The surge in museum visits reflects a growing public desire to engage with China’s rich cultural heritage and historical narratives.

As of 2023, China has registered 6,833 museums, ranking among the top globally. The country's museum sector is shifting from expanding quantity and increasing supply to focusing on quality and improving services, addressing the rising demand for cultural experiences. This trend highlights the growing cultural confidence embedded in the Chinese people's spirit, driving China's cultural heritage onto the global stage.


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