BEIJING, February 27th (AMSP/CGTN) – – Chinese animated feature film “Ne Zha 2” has proved a smashing success at the box office, becoming the first Asian film to (C3) enter the top 10 highest earning films at the global box office.
Beside shattering multiple box office records and generating discussions among the global Chinese community, (C2) the blockbuster has also become a powerful driving force in cultural tourism, igniting a merchandise craze.
Having broken the Hollywood monopoly in the global list of 10 highest-grossing films, the animated feature “Ne Zha 2” is generating ripple effects beyond cinemas. The film’s success extends to catering, retail, and tourism.
Locations like Chentangzhuang in Tianjin, which has been closely likened to Chentang Pass in the film, are seeing an increase in visitors. Capitalizing on the opportunity, Tianjin’s cultural and tourism sector has introduced several Ne Zha-themed experiential routes.
“We’ve introduced four themed routes titled “Ne Zha Takes You Around Tianjin,” which showcase Ne Zha elements through guided tours,” said Zhang Yanming, Deputy Director of Market Planning Department, Tianjin Tourism Group.
At the Liaoning Provincial Museum, visitors of all ages from across the country are drawn to the stone coffer engraved with the pattern of “Ne Zha Conquering the Dragon King.”
“With the recent popularity of the movie “Ne Zha 2,” we’ve noticed a surge in visitors specifically coming to view this cultural relic. The area in front of the artifact is often crowded with people taking photos. This reflects a growing recognition and appreciation of traditional Chinese culture,” said Zhang Li, Deputy Director of Liaoning Provincial Museum.
In Xixia County, Henan Province, the Nezha Temple attracts global visitors annually. Following the movie’s release, the local cultural and tourism department reported a rise in visitor numbers at the county’s major scenic spots.
“We’ve collaborated with seven major scenic spots, offering free admission with a “Ne Zha 2″ movie ticket and complimentary experiences of related tourist activities. Now visitor numbers at the county’s key attractions have risen year-on-year,” Xixia County Cultural Tourism Development Service Center Deputy Director Zhang Kai pointed out.
The craze for IP derivatives is evident, with Ne Zha-themed merchandise selling out rapidly. In Shanghai, movie theater operators reported that popcorn tubs and drink packages featuring Ne Zha sold out within days of the film’s release. In Beijing, action figures of Ne Zha are in high demand, with shipments scheduled as far out as July.
At a store in Nanjing City, east China’s Jiangsu Province, “Ne Zha 2”-themed blind boxes are sold out, with pre-sales scheduled for June 30 this year.
“Ne Zha 2” is proving that Chinese cinema can not only dominate domestic markets but also hold its own charm in the highly competitive global arena.
amsp/cgtn-abp
CGTN