Anime, comics, games, and novels—collectively known as ACGN—are reshaping cultural tourism in China, with Gen Z leading the charge. What began as a virtual entertainment niche now encompasses conventions, themed malls, merchandise, and immersive experiences, drawing millions of young travelers across the country.
This summer, Shanghai hosted Bilibili World 2025, attracting hundreds of thousands of fans, many showcasing anime-inspired fashion and accessories. Travel bookings to Shanghai surged, with hotel reservations near the venue jumping nearly fivefold, according to Meituan Travel. Beyond the expo, young visitors also explored city landmarks, merging pop culture with traditional sightseeing.
The trend is nationwide. During the May Day holiday, nearly 200 anime conventions were staged across China. Hangzhou’s China International Cartoon & Animation Festival welcomed 2,500 exhibitors from 42 countries and over 1.46 million visitors. Meanwhile, more than 20 cities have opened ACGN-themed shopping malls, while scenic sites like Shanxi and Sichuan are integrating popular games such as Black Myth: Wukong and Mr. Love: Queen’s Choice into tourism routes.
Experts attribute the rise to shifting consumer behavior. Gen Z travelers value identity, emotional connection, and cultural rituals over material goods. With China’s pan-ACGN user base now at 526 million, demand is soaring for experiences tied to both Japanese classics and homegrown IPs like Ne Zha and Genshin Impact.
Policy support is reinforcing the boom. Authorities are promoting domestic IP creation, integrating traditional culture, and fostering anime-themed tourism. Still, challenges remain: superficial projects and ticket scalping risk undermining long-term growth. Experts urge cities to invest in immersive, high-quality experiences using AR, holograms, and 3D projection to sustain appeal.
As ACGN tourism expands, its future hinges on balancing creativity with cultural depth—turning fandom-driven travel into a lasting engine of China’s cultural economy.
