TIANJIN — The Chinese animated blockbuster Ne Zha 2, which has shattered multiple box office records and generated discussions among the global Chinese community, has transcended cinema to become a powerful driving force in tourism.
The titular character has emerged as a cultural icon, capturing the imagination of audiences across the globe and leaving an indelible mark in Tianjin, which claims to be one of the locations for the mythical story.
The film is a visual and cultural feast, featuring characters who speak in authentic Tianjin dialect, including the lotus paste vendors. These linguistic touches help spread the charm of Tianjin culture to a broad audience.
Notably, one of the film's music producers, the Tianjin Ruiyin Culture Music Studio, played a crucial role in blending traditional Chinese folk music with modern elements, creating a soundtrack that resonates with both domestic and international audiences. Yang Rui, the studio's founder, recalls the creative process with a sense of pride.
"We had to strike the perfect balance between the director's vision and the emotional nuances of the film," Yang says. Their innovative approach included incorporating Tianjin-style clapper talk and the sanxian, a traditional lute, into the scenes set in Chentang Pass, adding a layer of local flavor.
The studio also recorded Dong ethnic songs from Guizhou province, infusing the film with an ethereal and mystical quality. "We wanted to awaken the cultural spirit through sound," Yang explains. "Chinese animation should have its own unique voice."
The film's distinctive blend of traditional Chinese and electronic music has been praised. "The seamless integration of traditional and modern music in Ne Zha 2 offers an engaging and refreshing auditory experience to the audience," says Geng Han, director of the intangible cultural heritage center at Tianjin University's Feng Jicai Institute of Literature and Art.
This cultural fever not only resonates on screen but has also sparked a wave of tourism in Tianjin. Locations featuring Nezha-themed elements have become hot spots for visitors.
In a former industrial park in Hexi district that is now a cultural and commercial hub, visitors are greeted by a giant mural depicting Nezha's birth, set against a backdrop of industrial chic. This park, a radio factory established in 1958, has been revitalized to blend Nezha's iconic imagery with its historical architecture, creating a vivid contrast between old redbrick walls and modern sculptures. The park plans to gradually improve its facilities and launch more cultural experience activities in the near future, according to Zhang Shaohua, its investment and operations manager. Tianjin Tourism Group has unveiled four Nezha-themed tour routes, inviting visitors to explore the city's cultural and historical sites.
"By leveraging the current hot IP of Nezha, Tianjin can delve deeper into its cultural connotations and brand value, innovate in forms, and tell distinctive stories of cultural and tourism integration," says Xu Hong, dean of the College of Tourism and Service Management at Nankai University.
The potential success of Nezha-themed tourism is not limited to Tianjin. Across China, cities riding high on the wave created by this animated blockbuster are aiming to boost tourism. While the industry is presently thriving, there is also a need for thoughtful planning and sustainable development. "The key is to build a robust ecosystem of innovation and creativity that can sustain the momentum," Geng explains.
