As “Black Myth: Wukong” went online, the tourism popularity of Shanxi, its filming location, soared during the summer break.

Since the official launch of the first domestic 3A game, “Black Myth: Wukong,”on August 20, the popularity of tourism in Shanxi Province has surged significantly. As of September 2, the Bilibili account of the Culture and Tourism Department of Shanxi Province has released 19 videos related to “Black Myth: Wukong,” with 11 of them surpassing 100,000 views. On the official WeChat video account of the Culture and Tourism Department of Shanxi Province, 27 videos related to “Black Myth: Wukong” have been released, with 1 of these videos exceeding 100,000 views. On Douyin (the Chinese version of TikTok), 24 videos have been posted, three of which have surpassed 100,000 views. Additionally, 40 videos related to “Black Myth: Wukong” have been shared on Xiaohongshu, and 26 on Kuaishou.

Since the surge of interest in Shanxi Province triggered by the game “Black Myth: Wukong,” Shanxi Province has launched six meticulously planned videos on Instagram and TikTok, covering the following themes: a series prologue, Yingxian Wooden Pagoda, Guanyin Hall in Changzhi, iconic scenes filmed in Linfen for “Black Myth: Wukong,” Xi County's Small Western Paradise, and additional promotional videos for “Black Myth: Wukong” produced by the Culture and Tourism Department of Shanxi Province.

Following the release of these videos, a widespread buzz and overwhelmingly positive responses have been generated. On Instagram, the account’s reach has witnessed a year-on-year increase of 2,333%, while TikTok user engagement has soared by 435% compared to the previous year. Furthermore, notable enhancements in interactions with fans and related accounts have been observed, marked by a 300% year-on-year surge in both homepage visits and likes across both platforms.

Since the launch of the game "Black Myth: Wukong" on August 20, 2024, overseas Facebook page "BeyondShanxi" has gained 4,203 new followers. A total of 9 posts and videos related to "Black Myth: Wukong" have been released, generating a cumulative engagement (including shares, comments, and likes) of 2,760 times.

According to data from Tongcheng Travel, as of 4 p.m. on August 20, the search popularity of tourism in Shanxi Province had increased by 17% compared to the same period the previous day, with Shuozhou experiencing a 91% increase in search popularity and Jincheng seeing a 63% increase.

Data from Ctrip revealed that from midnight to noon on August 20, the search popularity of Shanxi Province grew by over 10% compared to the previous day, with cities like Datong and Shuozhou both experiencing a 20% increase in search popularity. In particular, ticket orders for the Little Western Paradise Scenic Area in Xi County increased by 236% year-on-year.

According to Meituan data, on August 20, the day of the launch of 'Black Myth: Wukong,' the tourism popularity of scenic spots in Shanxi Province increased by 156% compared to the previous month, with the highest rise observed at tourist attractions that served as filming locations for the game, such as Yungang Grottoes, Yingxian Wooden Pagoda, and Guanque Tower.

Fliggy data shows that on the day of the game's launch, the tourism popularity of Shanxi Province doubled compared to the previous month, with the popularity of filming locations like Yuhuang Temple, Chongfu Temple, Small Western Paradise, Tiefo Temple, and Shuanglin Temple soaring even higher.

Tuniu platform data indicates that on the day of the release of “Black Myth: Wukong,” the search popularity of Shanxi destinations increased by over 20% compared to the previous day. 

Qunar platform data reveals that within one day after the release of “Black Myth: Wukong” on August 21, the search popularity of tourism in Shanxi increased by 16% on the platform.

In the first week following the release of "Black Myth: Wukong," Taiyuan's cultural heritage attractions and museums welcomed a total of 398,800 visitors, marking an increase of 170,200 visitors, or a 74% growth rate, compared to the same period last year. The key monitored attraction, the Jinci Museum, saw an average daily visitor flow of 15,000, which is 1,006 more visitors per day since the release of "Black Myth: Wukong," representing a 7% increase. Notably, over 60% of the visitors were under 40 years old. Regarding the origins of these visitors, approximately 21% were from other cities within Shanxi Province, with Xinzhou, Jinzhong, Datong, Yuncheng, and Lüliang ranking as the top five sources. Meanwhile, about 71% of the visitors came from outside the province, with Hebei, Shandong, Henan, Jiangsu, and Beijing being the top five provinces/cities.

Source: Comprehensive collation by sx.china.com