New Initiative Merges Film and Travel Industries Launched in Beijing

On February 18, 2025, Beijing witnessed the launch of an innovative initiative designed to merge the worlds of film and tourism. This exciting development was announced in the wake of the massive success of the animated feature Ne Zha II, which has taken the global box office by storm, surpassing 12 billion yuan (approximately 1.66 billion USD) as of February 17. The film's phenomenal performance not only secures its position among the top-grossing films of all time, ranking even higher than Disney's The Lion King, but also marks it as the only non-Hollywood film to achieve such a feat alongside giants like Avatar, Titanic, and Star Wars: The Force Awakens.

In China, Ne Zha II has dominated the domestic market, claiming the largest share of this year's box office revenue and setting a new historical record for Chinese cinema. Its success is also being felt on the international scene; following its release in North America on February 14, it quickly became one of the top five films at the weekend box office according to data from Comscore, a leading media analytics company.

American animator Sheila Sofian expressed her admiration for the film after viewing it in Los Angeles, stating, "The film impressed me on many levels. I expected a continuation of the excellent storytelling from the previous installment, but this one elevated everything - from production design to sound and music. The story itself was intricately crafted, filled with unexpected twists that kept me engaged until the very end. I was completely drawn into the narrative and felt tense the whole time."

In light of the growing interest in Chinese animated productions, the campaign titled “Traveling Around China with Chinese Films” was initiated at the National Film Museum in Beijing. The primary goal of this campaign is to leverage the international success of Chinese New Year blockbuster films, coupled with the newly implemented visa-free transit policies, to attract more foreign visitors to China.

The campaign is organized under the auspices of the China Film Administration and the media group China Media Group (CMG), with support from the television network China Global Television Network (CGTN) and the Film Channel Program Center. It aims to create a synergy between film and tourism, offering screenings of Chinese films along with festivals celebrating international cinema and Chinese films abroad, in an effort to attract international audiences and provide them a chance to experience China through film narratives.

By facilitating innovative collaboration between the film and tourism industries, the campaign plans to develop thematic travel routes that offer engaging experiences blending film culture with the natural and cultural wonders of China. It also seeks to connect media presentations with genuine visitor engagement, enhancing the overall tourism appeal.

CMG’s European branch head, Jiang Qiudi, stated that the China Media Group intends to utilize its global network of foreign correspondents and collaborative partnerships with hundreds of international media organizations and social platforms to promote the campaign extensively. CMG aims to broaden the reach and impact of this initiative, fostering collaborations with international film institutions and organizing key events showcasing exceptional Chinese films, thereby solidifying the status of Chinese cinema on the world stage.

At the event, filmmakers and production teams behind this year's New Year hits shared the latest insights regarding box office developments globally. Representatives from CMG, the Publicity Department of the Communist Party of China’s Central Committee, major Chinese production and distribution companies, film studios, travel agencies, and the Silk Road International Film Festival were in attendance to mark this milestone in fostering cultural exchange and tourism through cinema.

This initiative not only highlights the meteoric rise of Chinese animation but also underscores a strategic approach to enhance tourism, making it an exciting prospect for both travelers and film enthusiasts alike. By integrating these two vibrant industries, China aims to offer unique cultural experiences that resonate far beyond its borders and showcase the rich narrative tapestry of Chinese storytelling.