Chongqing - Exploring anime story locations, visiting themed malls, attending gaming concerts—today, many Gen Z travelers in China are embracing ACGN tourism, trips inspired by anime, comics, games, and related intellectual property (IP). 

Once centered on virtual entertainment, the ACGN industry now spans merchandise, virtual idols, conventions, and immersive experiences, increasingly reshaping cultural tourism.

Crowds of ACGN enthusiasts gather at the Bilibili World Digital Entertainment & Anime Expo to experience the charm of anime culture. (Photo/Cheng Siqi, Xinhua)

A Growing National Trend

Thousands of young fans flocked to Shanghai this summer for the Bilibili World Digital Entertainment & Anime Expo (BW2025). Among them was Zhang Yue, a university student from Zhejiang. “I came with my classmates for three days, not just for the expo but also to visit landmarks like the Wukang Building,” she said.

She was hardly alone. During BW2025, hundreds of thousands of “post-00s” and “post-05s” attended, many sporting itabags decorated with badges and plushies. According to Meituan Travel, one of China's leading online services platforms, bookings for cultural tourism in Shanghai rose 35% that week, flights to the city increased by nearly 50% year-on-year, and hotel reservations near the venue jumped almost fivefold.

The momentum extends well beyond Shanghai. During the May Day holiday, roughly 200 anime conventions were held across China. The 21st China International Cartoon & Animation Festival in Hangzhou drew 2,500 exhibitors from 42 countries and regions and more than 1.46 million visitors.

The Maltese-themed exhibition at the Xinyao Halo Live commercial center in Shanghai’s Xuhui District draws numerous residents and tourists. (Photo/Cheng Siqi, Xinhua)

Traditional malls are also capitalizing. With over 20 cities now hosting ACGN-themed shopping centers, posts on social media about “offline ACGN check-ins” have racked up more than 540 million views. Scenic spots, too, are embracing the trend: Shanxi launched routes tied to the game “Black Myth: Wukong”, while Sichuan partnered with the mobile game “Mr. Love: Queen’s Choice”, boosting local foot traffic and youth tourism.

Why It’s Taking Off

Industry experts say the boom reflects deeper shifts in consumer behavior." Spending is moving from material goods to emotional and cultural experiences. People are paying for identity, ritual, and joy—and ACGN delivers that," said Zhang Yi, CEO of iiMedia Research.

China’s pan-ACGN user base has now reached 526 million, nearly 1.5 times more than in 2017. Gen Z is the core driver, willing to pay for passion and emotional connection. “A single anime expo or offline event is enough to get them traveling to another city,” said Liu Xiaobin, Vice President of Miniso Group.

Another factor is the rise of domestic IPs. While Japanese anime once dominated, Chinese productions like “Ne Zha,” “Genshin Impact,” and “Black Myth: Wukong” have combined innovative storytelling with traditional culture, achieving mass popularity and broadening ACGN from a niche subculture into a mainstream consumer market.

Sustaining the Trend

Policymakers are taking note. In March, China’s central authorities issued an action plan to integrate traditional culture into product design, support original IP development, and promote industries such as animation, gaming, and esports. Local governments are following suit: Shanghai is developing themed cultural tourism shows, while Guangdong is fostering anime-themed tourism and merchandise.

Still, challenges remain. Some projects fail due to poor execution. “A few posters, some figurines, or a cosplay parade might look ‘anime-like,’ but they lack true resonance and only attract one-time visitors,” Zhang Yi warned. Others collapse from lack of funding.

In Shanghai’s “NeoWorld” metaverse block, the giant Sam mecha from the game "Honkai: Star Rail" attracts many visitors for photos. (Photo/Wang Siyi)

Experts stress that success depends on creating richer, higher-quality experiences. “Cities should leverage their own cultural resources, integrate them with ACGN elements, and develop performances, exhibitions, and themed tours,” said Sun Jiashan, researcher at the Central Academy of Culture and Tourism Administration. Technology such as AR, holograms, and 3D projection could also make experiences more immersive.

Market regulation is equally important. Scalpers reselling tickets at inflated prices have already emerged, underscoring the need for stronger standards and consumer protections.

As ACGN tourism continues to grow, its long-term future will depend on balancing creativity, cultural depth, and sustainable development—turning a trend into a lasting driver of China’s cultural economy.

(Xie Xinyi, as an intern, also contributed to this article.)