"Traveled 1,200 km Round-Trip Over the Weekend"... China's MZ Generation Finds Hobbies With Major Economic Impact Like Travel

Rising Demand for Live Performances Such as Theater and Stand-Up Comedy
"Every 1 Yuan Spent on Tickets Generates 4.8 Yuan in Additional Spending"

Recently, there has been a growing trend among China's Millennials & Gen Z to seek out live performances. Increasingly, people are traveling to other cities to attend live events such as music, theater, and comedy shows, rather than simply going to a nearby movie theater. This has led to a rise in related spending on accommodation, dining, and tourism, creating a ripple effect on local economies.

Musical Six held in Shanghai, China. Six Musical Instagram

The Chinese online media outlet Sixth Tone recently reported that the "live performance craze" is spreading among young people in China, with many willing to travel long distances for shows. Live performances include music concerts, stand-up comedy, and sports events.

According to the China Association of Performing Arts (CAPA), there were 126,300 commercial performances held nationwide between July and August. More than 42 million people attended these events, generating over 15 billion yuan (approximately 2.9478 trillion won) in revenue. This represents a 3.9% increase compared to the same period last year. In contrast, the film industry continues to stagnate, with last year's box office revenue in China totaling 42.5 billion yuan (about 8.3521 trillion won), a 23% decrease from the previous year.

The most popular type of performance was theater, with the number of shows and sales increasing by 16% and 3%, respectively. Stand-up comedy ranked second, with the number of shows and sales surging by 54% and 135%, respectively.

Traveling to Other Cities for Music Festivals... 'Expedition Spending' Among Performance Enthusiasts

Concert scene of Chinese star Wang Lihong. The photo is not related to the specific content of the article. Dahupiao.com, a ticket booking site for performances, exhibitions, sports events, and tourism in China.

Spending on performances is also having a direct impact on local economies in China. CAPA analyzed that for every 1 yuan spent on performance tickets, there is a ripple effect of at least 4.8 yuan (about 940 won) in related sectors such as dining, hotels, food, and transportation.

In fact, during the run of the musical "Six" in Shanghai this summer, 30.8% of the audience came from outside the city, and accommodation prices near the venue increased by two to three times during the performance period.

Zhang Ziyang, a 25-year-old from Shanxi Province, recently traveled 1,200 kilometers round-trip to attend a music festival over the weekend. "The atmosphere of listening to music together in person with people who share the same taste is a great joy," Zhang said. She added, "Each time I attend a performance, I spend about 2,000 yuan (approximately 390,000 won) on tickets, transportation, and accommodation, but I also enjoy local attractions and food, making it feel like a complete trip."

Ticketomics... Bundling Discounts and Benefits to Stimulate Consumption

The "ticketomics" strategy, which targets young performance enthusiasts, is also spreading. This approach bundles performance tickets with accommodation, dining, and shopping to offer various discounts to attendees. For example, ticket holders for the Beijing International Film Festival were eligible for discounts at over 1,100 affiliated stores, which helped stimulate 25.17 billion yuan (about 4.9464 trillion won) in consumption.

Wu Ben, associate professor of tourism at Fudan University, said, "Performance-based tourism shows that tourism is shifting from simply seeing attractions to consumption focused on experience and emotional connection. Young people are more likely to spend money on experiences that they can relate to culturally and personally."

Professor Wu also noted, "Young people in China have enjoyed far greater material abundance than previous generations. As income levels rise, spending on cultural satisfaction and experience-oriented consumption will continue to grow."