Chapter. 01 The Rise of Tourism in China

With the easing of China's visa policies and the widespread promotion of the 144-hour transit visa, more and more foreign tourists are choosing China as their travel destination. This trend has sparked a wave of enthusiasm on TIKTOK, drawing global attention.

Many foreign influencers have spontaneously traveled to China, documenting their experiences and posting them on social media. These videos showcase China's beautiful landscapes, delicious food, and rich culture, inspiring more people to visit. According to statistics, during the Dragon Boat Festival holiday alone, inbound tourism orders increased by 115% year-on-year, with the number of foreign tourists more than tripling compared to 2023.

Chapter. 02 The "City or Not City" Phenomenon

Amid this tourism boom, a viral catchphrase, "city or not city," has quickly gained popularity. The creator of this term is a foreign influencer named "Bao Bao Xiong." While touring Shanghai with his sister, he humorously asked, "city or not city," to express his admiration for the city. This catchy and infectious phrase rapidly went viral on Chinese social media, becoming a new cultural phenomenon. "City or Not City" has not only spread quickly on domestic social platforms but has also continued to gain traction on TIKTOK, becoming a trending term.

Chapter. 03 The Power of Social Media

The surge of interest in traveling to China on TIKTOK highlights the significant role social media plays in modern cultural promotion. Compared to traditional advertising, content on social media is more authentic, personalized, and engaging. Influencers, by sharing their personal experiences, provide vivid and credible travel recommendations, making it easier for audiences to connect.

This type of recommendation not only fuels the enthusiasm for traveling to China but also promotes cultural exchange and integration. Through TIKTOK, people from around the world can gain a more direct understanding of China's customs and culture, experiencing its unique charm.

Chapter. 04 Marketing Insights

From a marketing perspective, the success of the "city or not city" phenomenon offers valuable lessons. First, brands and marketers should leverage social media platforms to attract users' attention with creative and entertaining content. Second, user-generated content (UGC) holds enormous potential in modern marketing. By encouraging users to share their experiences, brands can achieve broader exposure and recognition.