#China #Beijing #Tourism #Chinese Cinema #Ne Zha II

Bridging Cinematic Brilliance and Travel in Beijing

The recent success of the Chinese animated blockbuster, Ne Zha II, has not only shattered box office records but has also catalyzed a new initiative aimed at intertwining the worlds of cinema and travel. As of February 17, 2025, the film has surpassed 12 billion yuan (approximately $1.66 billion), marking a significant milestone in global box office history. This remarkable achievement places Ne Zha II among the highest-grossing films ever, ranking alongside cinematic titans such as Avatar and Titanic. Notably, it is the only non-Hollywood production featured in this prestigious category, signifying the growing influence and recognition of Chinese cinema on the global stage.

In China, Ne Zha II has captured the hearts of audiences, dominating the national market and setting a new record for revenue generated in a single year, further establishing its place in the annals of Chinese film history. The film's international reception has been equally impressive, as it debuted in North America on February 14 and quickly climbed into the top five box office hits for the weekend, according to Comscore data. American animator Sheila Sofian expressed her admiration for the film, praising its enhanced production values and intricate narrative that kept her engaged from start to finish.

Amidst the euphoria surrounding Ne Zha II, a significant campaign named “China Travels with Chinese Movies” was launched at the National Film Museum in Beijing. This initiative aims to leverage the film's international success and recent visa-free transit policies to attract foreign tourists to China. Organized by multiple state and media entities, including the China Film Administration and CGTN, this campaign combines elements of film and tourism to create immersive experiences that celebrate both cultural storytelling and the breathtaking landscapes of China.

The “cinema + tourism” strategy seeks to develop thematic travel routes that offer deep dives into China’s cinematic culture. Visitors will be invited to explore the magnificent sights portrayed in popular films while also enjoying screenings of these movies, both in local cinemas and international film festivals abroad. This innovative approach aims to bolster collaboration between the film and tourism industries, establishing a cultural bridge that enhances exposure and engagement for international audiences.

Jiang Qiudi, director of the European Office of China Media Group, highlighted the importance of this initiative, stating that they will harness their global network of foreign correspondents and partnerships with hundreds of international media outlets to amplify the campaign's visibility. The goal is to enhance collaborations with foreign film institutions and hold high-profile events that spotlight exceptional Chinese films, further solidifying the global footprint of China’s cinematic offerings.

Participants at the launch event included representatives from the China Media Group, the Film Bureau of the Publicity Department of the Central Committee of the Communist Party of China, key Chinese film production companies, travel agencies, and the Silk Road International Film Festival, underscoring the broad support for this initiative.

As Ne Zha II continues to draw audiences worldwide, the intersection of film and travel presents a unique opportunity for cultural exchange, inviting more people to experience the enchanting world of Chinese cinema while exploring the majestic landscapes and rich heritage of China. This initiative not only celebrates current achievements but also sets the stage for a thriving future where film and tourism can thrive together, illuminating the path for both industries on the global arena.