{"id":13890,"date":"2024-04-04T06:30:50","date_gmt":"2024-04-04T06:30:50","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=13890"},"modified":"2024-04-03T12:06:01","modified_gmt":"2024-04-03T12:06:01","slug":"what-chinas-celebrity-cities-tell-us-about-domestic-consumption","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/what-chinas-celebrity-cities-tell-us-about-domestic-consumption\/","title":{"rendered":"What China\u2019s \u2018celebrity cities\u2019 tell us about domestic consumption"},"content":{"rendered":"<p>Ahead of China\u2019s Qingming Festival holiday in April, Tianshui, a relatively small city in Gansu Province, saw travel bookings jump more than 20% on platforms such as Ctrip. Since March, tourists have been flocking to the city \u2013 previously mainly known for a series of Buddhist rock carvings and grottos \u2013 to sample a local dish: Tianshui malatang.<\/p>\n<p><a href=\"\/lp-cta-general\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7247 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general.png\" alt=\"launchpad CBBC\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n<p>Malatang (literally \u2018numbing, spicy, hot\u2019) is a popular street food dish in which vegetables, meat, tofu and other ingredients are cooked in a spicy broth. Compared to hot pot, where diners cook ingredients themselves in a communal pot, malatang vendors cook the ingredients (usually after diners have selected them from tables or fridges, buffet style) and then serve them in individual bowls.<\/p>\n<p>Thought to have originated from Sichuan\u2019s spicy culinary tradition, the Tianshui version is equally spicy, with videos on social media platforms like Douyin and Xiaohongshu showcasing bowls of ingredients tossed in shiny red chilli sauce.<\/p>\n<p>Tianshui follows on the heels of Zibo, which <a href=\"https:\/\/focus.cbbc.org\/what-baijiu-infused-coffee-and-chocolate-can-tell-us-about-chinas-consumer-market\/\" target=\"_blank\" rel=\"noopener\">went viral<\/a> last year for its outdoor barbecue restaurants, as a city that has become an unlikely tourism hotspot.<\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/how-kfc-and-mcdonalds-conquered-the-chinese-market\/\" target=\"_self\" rel=\"dofollow\" class=\"u7befb9bf2f3bd5fb740bd5d74803eea6\"><style> .u7befb9bf2f3bd5fb740bd5d74803eea6 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u7befb9bf2f3bd5fb740bd5d74803eea6:active, .u7befb9bf2f3bd5fb740bd5d74803eea6:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u7befb9bf2f3bd5fb740bd5d74803eea6 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u7befb9bf2f3bd5fb740bd5d74803eea6 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u7befb9bf2f3bd5fb740bd5d74803eea6 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u7befb9bf2f3bd5fb740bd5d74803eea6:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">How KFC and McDonald's conquered the Chinese market<\/span><\/div><\/a><\/div>\n<p>These new tourism hotspots are being created by social media, often through organic content that is then picked up by state media and culture and tourism organisations \u2013 for brands, this is a lesson in the importance of monitoring and responding quickly to online content created by consumers. As of late March, Tianshui malatang-related posts and hashtags had exceeded 1.8 billion views on Douyin, the Global Times reported.<\/p>\n<p>The virality of Tianshui malatang demonstrates the vast appetite for novel experiences among Chinese tourists, especially the younger generations. Despite China\u2019s international borders reopening more than a year ago, China\u2019s domestic tourism market remains robust, with many people choosing domestic destinations for their accessibility and affordability.<\/p>\n<div id=\"attachment_13893\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-13893\" class=\"size-large wp-image-13893\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2024\/04\/FotoJet-2-1024x1024.jpg\" alt=\"Tianshui malatang\" width=\"1024\" height=\"1024\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2024\/04\/FotoJet-2-1024x1024.jpg 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2024\/04\/FotoJet-2-300x300.jpg 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2024\/04\/FotoJet-2-150x150.jpg 150w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2024\/04\/FotoJet-2-768x768.jpg 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2024\/04\/FotoJet-2-1170x1170.jpg 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2024\/04\/FotoJet-2-585x585.jpg 585w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2024\/04\/FotoJet-2.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-13893\" class=\"wp-caption-text\">Photo: @gansuexplore\/Instagram<\/p><\/div>\n<p>This is perhaps why both Tianshui and Zibo went viral for relatively cheap street food dishes (a bowl of malatang typically costs around \u00a33) \u2013 it\u2019s an affordable way to try something new and get in on a trend, especially for students and Gen Z office workers who have <a href=\"https:\/\/focus.cbbc.org\/how-should-businesses-respond-to-the-cautiously-optimistic-chinese-consumer\/\" target=\"_blank\" rel=\"noopener\">ample free time but limited budgets<\/a>.<\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/how-big-is-chinas-market-for-plant-based-foods\/\" target=\"_self\" rel=\"dofollow\" class=\"u6753ec94fb0101c0e119e8813deda8a4\"><style> .u6753ec94fb0101c0e119e8813deda8a4 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u6753ec94fb0101c0e119e8813deda8a4:active, .u6753ec94fb0101c0e119e8813deda8a4:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u6753ec94fb0101c0e119e8813deda8a4 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u6753ec94fb0101c0e119e8813deda8a4 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u6753ec94fb0101c0e119e8813deda8a4 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u6753ec94fb0101c0e119e8813deda8a4:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">How big is the Chinese market for plant-based foods?<\/span><\/div><\/a><\/div>\n<p>Nevertheless, the popularity of Tianshui malatang hasn\u2019t just been driven by social media trends; it also speaks to a pursuit of quality and a growing appreciation for locally-sourced ingredients. The most popular malatang vendors use local Gangu chillies, known for their unique aroma and fiery heat, and potatoes from Dingxi \u2013 the \u2018potato capital of China\u2019 \u2013 to make potato starch noodles.<\/p>\n<p>Nevertheless, it remains to be seen whether cities like Zibo and Tianshui can translate their overnight virality into long-term economic gains, or will simply be a flash in the pan.<\/p>\n<p><a href=\"\/lp-cta-membership1\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7248 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png\" alt=\"\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ahead of China\u2019s Qingming Festival holiday in April, Tianshui, a relatively small city in Gansu Province, saw travel bookings jump more than 20% on platforms such as Ctrip. Since March, tourists have been flocking to the city \u2013 previously mainly known for a series of Buddhist rock carvings and grottos \u2013 to sample a local dish: Tianshui malatang. Malatang (literally \u2018numbing, spicy, hot\u2019) is a popular street food dish in&hellip;<\/p>\n","protected":false},"author":34,"featured_media":13894,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[123],"tags":[2361,2305],"class_list":["post-13890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","tag-chinese-food","tag-domestic-tourism"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What China\u2019s \u2018celebrity cities\u2019 tell us about domestic consumption - Focus - China Britain Business Council<\/title>\n<meta name=\"description\" content=\"The small Chinese city of Tianshui in Gansu has gone viral for its take on a popular dish, so what \u2013 and who \u2013 is driving the trend?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/what-chinas-celebrity-cities-tell-us-about-domestic-consumption\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What China\u2019s \u2018celebrity cities\u2019 tell us about domestic consumption - 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