'Ne Zha 2' fuels China's travel boom

 Statues of the characters from "Ne Zha 2" are seen in Chengdu, Sichuan Province on February 15. 2025. /VCG

 The phenomenal success of the Chinese animated blockbuster "Ne Zha 2" is driving a surge in cultural tourism and merchandise sales, with visitors flocking to destinations associated with the film or its mythological tale, while Ne Zha-themed products are flying off the shelves.

 As Chinese films like "Ne Zha 2" gain international recognition, they not only showcase the country's rich culture to global audiences but also appear to inspire more travelers to experience China firsthand.

 People take photos of a Ne Zha-themed graffiti wall in Shenzhen, Guangdong Province on February 22. 2025. /VCG

 "I want to let my daughter watch it ("Ne Zha 2"). I think she'll like it," said Coy Amanda Paige, a traveler from the United States.

 French visitor Courel Benedicte praised the quality of "Ne Zha 2." calling it a great choice for young audiences. "What is interesting is the way how the Chinese culture is actually emphasized through the different characters," she said.

 Domestically, "Ne Zha 2" is dominating the box office, commanding 76.3 percent of February's total revenue, which exceeded 15 billion yuan (around $2.07 billion) as of February 22.

 People visit Chentangzhuang in Tianjin, a place believed by many to be the site of the Chentang Pass in the "Ne Zha" film series, on February 9. 2025. /VCG

 Amid the film's success, many scenic spots across China are offering free or discounted admission with a "Ne Zha 2" movie ticket. Examples include the Laojieling scenic spot in Xixia County, Henan Province, a county steeped in Ne Zha legends, and Li Jing's Former Residence in Shaanxi Province, the historic estate of Tang Dynasty General Li Jing, the real-life prototype for Ne Zha's father in mythology, among many other tourist destinations.

 The film's popularity has also ignited massive demand for Ne Zha-themed merchandise, with themed items such as blind-box figurines and popcorn buckets selling out rapidly.

 E-commerce data shows that since February, searches for Ne Zha merchandise on Chinese online shopping platform Taobao have surpassed 10 million, with a peak of over 800.000 users searching in a single day. As of February 22. total sales of Ne Zha merchandise have exceeded 240 million yuan (around $33 million).

 Ne Zha-themed figurines are seen at a store in Beijing on February 19. 2025. /VCG

 To meet the demand, officially licensed manufacturers are working around the clock. One model toy company in Hunan Province has even established a dedicated "Ne Zha Express" production line that ships an average of 250.000 figurines a day across China.

 Beyond the domestic market, the company is in talks with copyright holders to expand sales to overseas markets such as North America and Southeast Asia, where interest is growing rapidly.

 Industry analysts predict that revenue from Ne Zha-themed merchandise and collectibles could rival the film's total box-office earnings.

 As of noon on February 23 Beijing Time, "Ne Zha 2" has amassed a total box office of 13.5 billion yuan (around $1.86 billion), including pre-sales and overseas earnings, according to online movie platform data. The film is now the highest-grossing animated film globally and ranks among the top 8 highest-grossing films of all time.