Thrills designed for 'wimps' make giant leap in tourism industry

Soft landing

Since last year, hiking, rafting, and bungee jumping under the security of the wonang umbrella have changed travel habits and met psychological needs, especially among younger people.

According to data from Meituan Travel, searches for wonang rafting surged more than 130 percent during the summer, while wonang bungee jumping and wonang hiking saw increases of 62.6 percent and 84 percent, respectively.

In response, many scenic destinations have begun rolling out their own wonang products to meet rising demand.

The bungee jump — set at an elevation of 1,160 meters in Cloud Meadow — has been the star attraction at the Zhejiang scenic area since June 2024. "Our maximum cliff drop here is 40 meters," said Li Yang, a manager with Cloud Meadow.

Logically, it is the ideal setting for a traditional bungee jump, but market research by Li's team told a different story. "We researched it, and many of our target visitors responded that they would be too afraid to try it the traditional way," he said.

So, the team pivoted and decided to lower the stakes, and a speed regulator was installed at the top of the bungee cord.

"Traditional bungee relies on an elastic rubber rope for that sudden drop and rebound. Our system works differently," Li explained.

"When the limiter senses weight, it doesn't snap back. It lowers you slowly, almost like a parachute drop."

The gentler approach attracted a stream of visitors and prompted the team to expand the facility from one to three bungee platforms. Daily jump participation now averages nearly 700 people, accounting for 15 percent of all visitors to the scenic destination, Li said.

He credited the viral interest in the jump to the wonang meme that has swept across the social media, celebrating the relatable humor in being timid. "It obviously struck a chord when we officially rebranded it the 'wonang bungee'," he said.

The "cowardly" label may draw crowds, but it doesn't erase the fear factor — and that's where the real entertainment begins, Li said.

"The name creates a hilarious contrast. When people actually step onto the platform, the reality hits: 'Wait, this is still high!'" Li noticed.

That gap between expectation and reality turns the jump platform into a stage for real-life human comedy.

"You see people — especially young men and women — standing there hesitating, pacing back and forth. Some take five or six minutes. The longest I've seen was 10 minutes," Li recalled. "That struggle is pure entertainment for everyone watching. It's also where we get our funniest viral videos."