By Yawen Xu
Growing up in Xian, the international tourism hub of Shaanxi Province in northern China, I had the privilege of visiting its historical sites countless times.
From the awe-inspiring Terracotta Warriors to the majestic Giant Wild Goose Pagoda and the Daming Palace, all of which are UNESCO World Cultural Heritage sites , I immersed myself in the rich history of my hometown. Witnessing people from around the global visiting these ancient landmarks became a familiar sight to me over time.
After pursuing my bachelors and masters degrees in the United States, I returned home seven years later and relocated to Beijing. It wasnt until recent years that I grasped the extent of Xians popularity.
The realisation struck me when I encountered challenges booking high-speed rail tickets during holidays, found local museum tickets fully reserved, and observed young people and children dressed in traditional Tang Dynasty-style attire from over 1,300 years ago while exploring downtown Xian. Moreover, discussions about Xian tourism consistently dominate the top trending topics on the Chinese social media platform Weibo.
What has led to this change? I wondered. Upon thorough observation, research, and discussions with family and friends, I came to realise that the rapid emergence of Guochao, also known as the China Chic trend, has sparked a genuine interest in the countrys cultural tourism sector, with Xian standing out for its rich historical and cultural heritage.
China-Chic, from products to cultural tourismAccording to data from the Baidu search engine, interest in Guochao has surged five-fold compared to a decade ago.
Initially, China-Chic referred to the burgeoning native fashion trends in China, where young consumers strongly preferred domestically produced goods or brands infused with traditional Chinese elements and culture. However, in recent years, Guochao has transcended mere goods or brands, evolving into a broader concept of consumption or lifestyle that caters to peoples spiritual needs.
Against this backdrop, the fusion of Guochao and cultural tourism is gaining momentum nationwide, emerging as the new driving force for growth in the cultural tourism industry.
In the case of Xian, the Grand Tang Dynasty Everbright City represents the China-chic that empowers the cultural tourism industry.
Yawen Xu (right) was at the Grand Tang Dynasty Everbright City, celebrating the Chinese New Year in Xian, China, on February 7, 2019. Picture: Supplied by author.For friends unfamiliar with the Tang Dynasty (618-906 AD), its the most notable and renowned dynasty. The Tang Dynasty represents a golden age in Chinese history, known for its prosperity, cultural achievements, cosmopolitanism, and international influence. During this period, Xian, known as Changan, served as the political, economic, and cultural centre of Asia.
Grand Tang Dynasty Everbright City is a Tang-style theme park that stretches from the citys famous Giant Wild Goose Pagoda in the north to the Tang City Wall Ruins in the south over two kilometres away. It vividly reproduces the architecture and culture of the Tang Dynasty with over 20 free interactive activities. It features a pedestrian street where tourists can watch Tang-style dancing and performances with traditional Chinese instruments. Visitors can also immerse themselves by dressing in ancient Tang-style costumes, interacting with actors, and tasting diverse local foods. All of these activities are bringing tourists immense joy as if they travel back to the golden age of the Tang Dynasty.
The Secret Box of the Prosperous Tang Dynasty is another renowned immersive cultural activity that combines the rich history of the prosperous Tang Dynasty with the interactive format of a talk show. The plot of the performance is about two Tang Dynasty officials who time-travelled to the present day under the orders of Emperor Taizong, seeking talented individuals.
Screenshots of the official Douyin account of the hosts of the Secret Box of the Prosperous Tang Dynasty reveals that they have nearly 2 million followers on the platform. Picture: Supplied by authorThey dress in ancient costumes and invite tourists onto the stage, asking questions about traditional Chinese culture, such as: in Journey to the West (one of the four classics of Chinese literature), what is the first challenge? Or, what are the four joys in ancient China? (Tips: a wedding night, passing the imperial exams, meeting an old friend in a faraway place, and rain after a long drought.)
Their witty questions and interactions with visitors often elicit bursts of laughter from the audience, making it a popular attraction that prompts visitors nationwide to join the performance. They are so popular that the two actors have nearly two million followers on Douyin, the Chinese version of TikTok.
During the Spring Festival holiday in early
