Box-office hit Dear You sparks tourism boom in south China's Chaoshan region

A low-budget, Chaoshan (Teochew)-dialect film has unexpectedly become one of the country's biggest box-office successes of the year, while also fueling a surge of tourism interest in the Chaoshan region of south China's Guangdong Province.

Dear You, a movie centered on love, sacrifice and family ties, has captivated audiences nationwide with its heartfelt storytelling. Without A-list stars, large-scale marketing campaigns or spectacular special effects, the film has relied on emotional resonance and cultural authenticity to emerge as a box-office phenomenon.

So far, the film has taken more than 1.5 billion yuan ($221.6 million) at the box office, ranking second among China's highest-grossing films of 2026 so far. Following strong domestic demand, the film will stay in theaters through June 30. The film has also attracted attention from international distributors, with overseas releases expected in multiple countries in the coming weeks.

Beyond its commercial success, the film is driving a wave of "film-inspired tourism" in China, with many viewers traveling to the movie's filming locations across the Chaoshan region, which includes the cities of Shantou, Chaozhou and Jieyang.

Set in the 1940s, the story follows Zheng Musheng, who leaves his family and travels to Southeast Asia to escape war and forced military conscription. While working in Malaysia and Thailand, he faithfully sends letters and money home to support his wife, Ye Shurou, who raises their three children alone. After Zheng's untimely death, his friend Xie Nanzhi quietly continues writing letters and sending remittances to Zheng's wife for nearly two decades, preserving hope and companionship across generations.

Chaoshan culture fuels tourism boom

The film's portrayal of Chaoshan's emigration history and vivid depictions of local architecture, cultural heritage and daily life have struck a chord with audiences. 

Many key scenes were shot at historic sites throughout Guangdong: Shantou's century-old arcades and traditional residences, Chaozhou's ancient villages and classical gardens, and Jieyang's well-preserved old towns.

The Qifeng Chen Ancestral Hall in Shantou's Chenghai District, which served as elderly Shurou's residence, is now a hotspot for tourists. The century-old overseas Chinese mansion blends Chinese and Western styles with Southeast Asian influences.

Chaozhou West Lake is another must-see. In the film, Ye Shurou took a photo with her three children there to send to her husband. The more than 1,200-year-old classical garden, known for its lakeside pavilions and scenic landscapes, is a fan favorite. 

In Jieyang, scenes of an inn and a later food stall run by Xie Nanzhi's family were filmed not in Thailand but in Mianhu Ancient Town. Its historic streets and traditional workshops offer visitors an authentic glimpse into local culture.

Local governments have moved quickly to capitalize on the film's popularity.

Shantou has launched 1-to-3-day themed itineraries linking major filming locations – known as set-jetting. Immersive experiences, live performances and discounts for movie-ticket holders at restaurants, hotels, attractions and cultural venues are also on offer.

Chaozhou has organized a range of cultural events: heritage experiences, food tours, exhibitions on overseas Chinese correspondence and traditional tea ceremonies.

Jieyang has also rolled out nearly 300 promotional events and dozens of tourism incentives, plus special screenings for overseas Chinese communities and returning emigres.

Film reshaping China's tourism boom

As China steps up its efforts to advance high-quality development and rising incomes fuel demand for cultural and leisure experiences, the fusion of culture and tourism has become a powerful growth driver for local economies. Film and television productions are increasingly shaping travel choices, turning on-screen locations into real-world destinations.

Examples abound. The 2024 blockbuster Full River Red was a shot in the arm for Taiyuan in north China's Shanxi Province. Hit television series My Altay piqued interest in the scenic landscapes of north Xinjiang's Altay region. And Jiulong County reaped a windfall from Pegasus 3, released during the 2026 Spring Festival, which showcased the region's dramatic mountain valleys, high-altitude highways and grasslands.

The phenomenon reflects a broader shift in China's consumption patterns. As consumers increasingly prioritize experiences over material goods, spending on tourism, entertainment, culture and other services has become an important source of economic growth. Service consumption now accounts for more than 46% of per capita consumer spending, according to official data.

To support this transition, Chinese authorities have introduced a range of measures aimed at expanding service-sector consumption and improving the quality and diversity of cultural and tourism offerings.

Official statistics show that China's retail sales of services grew 5.5% in 2025, outpacing retail sales of goods. Per capita spending on services reached 14,000 yuan, accounting for 46.1% of total consumer expenditure, up 3.5 percentage points from 2020.

The success of Dear You once again demonstrates how a compelling story can transform filming locations into sought-after destinations, turning cinematic emotion into lasting benefits for local economies.