The Chinese mythological hero Wukong, whose global popularity has soared due to the recent release of a video game, has ignited a tourism surge across China. Travelers are flocking to destinations rich in ancient architecture and Chinese cultural influence, inspired by the game “Black Myth: Wukong.”
Developed in China and released on Tuesday, “Black Myth: Wukong” has generated widespread online discussion. Based on the classic Chinese novel “Journey to the West,” where Wukong, also known as the Monkey King, plays a central role, the game’s impressive visuals and faithful recreation of ancient Chinese architecture have rapidly transformed several provinces and cities into trendy travel hotspots.
North China’s Shanxi province is one of the primary beneficiaries of this newfound tourism boom. The province contributed 27 out of the game’s 36 scenes, most of which are deeply rooted in Buddhist and Taoist culture. This cultural connection has led to a dramatic increase in tourism to Shanxi.
According to travel portal Tuniu, searches for Shanxi surged by 20 percent on Tuesday, immediately after the game’s release, compared to the previous day. This month, travel bookings to Shanxi have doubled from July, with the number of visits to the province increasing by 50 percent and hotel bookings soaring by 120 percent on the platform.
Another online travel agency, Qunar, reported that by Wednesday morning, searches for Taiyuan, Shanxi’s capital, had risen by 10 percent compared to the previous week, with continued growth. Shanxi’s most popular destinations, as per Qunar, include the Yungang Grottoes in Datong, Mount Wutai, and the ancient city of Pingyao, all UNESCO World Heritage sites.
Officials in Shanxi are actively working to sustain the tourism wave inspired by the game into long-term prosperity. Wu Yang, a 35-year-old video game enthusiast from Jiangxi province, shared that he and his wife have been exploring Shanxi and recently visited Xiaoxitian, a temple complex in Linfen, to experience the allure of traditional Chinese culture firsthand.
Shanxi is not the only region reaping the benefits of this travel boom. Many other provinces and cities are also capitalizing on the game’s popularity. The game features ancient buildings and Buddha statues from regions across China, including Chongqing, Sichuan, and Zhejiang provinces.
In Lianyungang, Jiangsu province, home to Huaguo Mountain—the “hometown of Wukong” in “Journey to the West”—tourist interest has also spiked. On Thursday, the Huaguo Mountain tourism site announced a special offer for players who complete all missions in “Black Myth: Wukong,” granting them free entry to the site. This offer is valid until December 31.
This phenomenon, known as “set-jetting,” refers to the growing trend of traveling to locations featured in movies, television shows, and now, video games. As video games continue to become more immersive and visually stunning, it is likely that “set-jetting” will become even more popular in the future.
