#China #Beijing #Ne Zha II #Chinese Animation #Film Tourism

A New Initiative Bridging Film and Travel Launched in Beijing

On February 18, 2025, a groundbreaking initiative designed to connect film and travel was launched at the National Film Museum in Beijing. This event coincided with the unprecedented commercial success of the latest Chinese animated film, Ne Zha II, which recently made headlines by surpassing 12 billion yuan (approximately 1.66 billion dollars) in international box office earnings. This figure not only establishes Ne Zha II as one of the highest-grossing films globally but also positions it among the top 10 most profitable films of all time, uniquely making it the sole non-Hollywood production in this elite list.

The success of Ne Zha II has generated remarkable interest both within China and internationally. Following its release in North America, it quickly ascended into the top five of the domestic box office charts, according to Comscore, a media measurement and analytics company. Sheila Sofian, a respected American animator, expressed her admiration for the film after viewing it in Los Angeles, remarking on its impressive advancements in animation technology, sound design, and narrative complexity compared to its predecessor.

Motivated by this wave of popularity in Chinese animation, the campaign titled "Chinese Journeys with Chinese Films" aims to leverage the film's global success to attract international tourists to China. Hosted by the China Film Administration and China Media Group (CMG), this initiative emphasizes the integration of film and tourism, thereby allowing audiences worldwide to explore the richness of Chinese culture through cinema.

The campaign will promote 'Film + Tourism' by collaborating with both domestic and international film festivals, as well as overseas Chinese film festivals. This will provide a platform for audiences to engage more deeply with Chinese cinema and its stories. Furthermore, the initiative seeks to develop thematic travel routes, creating unique experiences that showcase China's cultural heritage and cinematic landscapes.

Jiang Qiudi, head of the European office at CMG, highlighted the importance of their international network of correspondents and partnerships with various global media and social platforms to promote the campaign. CMG plans to enhance the campaign’s visibility and impact, seeking collaborations with international film institutions and organizing prestigious events to highlight outstanding Chinese films, thereby solidifying China's presence on the global cinematic stage.

The launch event showcased various production teams behind the latest Chinese New Year hits, which shared insights into their global box office achievements. The occasion featured representatives from CMG, Film Bureau of the Central Propaganda Department of the Communist Party of China, major Chinese film production and distribution companies, travel agencies, and the International Silk Road Film Festival. With such robust support from various stakeholders, the initiative holds significant promise for enriching China’s cultural exchange and tourism through the lens of its flourishing film industry.

It's clear that the intersection of film and travel presents a unique opportunity to engage a broader audience and promote the appeal of China as a tourist destination. As Ne Zha II continues to capture hearts and box office receipts worldwide, this initiative stands to further show the power of storytelling through cinema in fostering global connections and cultural understanding.