Nowadays, almost every single city in China is longing to integrate “culture and tourism” in a bid to woo visitors to impart a more immersive traveling experience. And very often in so doing, none is not looking to social media influencers to create the much-needed wow factor—things from short videos, live streaming, to a simply flamboyant “checking in.”
The motive is to get the people to cry out in astonishment, snap a couple of pictures, and instantly share them on their favorite social media platforms.
In this stiffly competitive race to command public attention, Chongqing undoubtedly claims a central position. Almost every visitor to this city will ask in disbelief: Is this really China? It’s straight out of the movie set of Hayao Miyazaki’s Spirited Away!
Visit the top sightseeing attractions in the day, and marvel at the dazzling city lights when the sun goes down—Hongyadong, Liziba, Yangtze River Cableway—all vying for your best photoshoot!
But then comes the inevitable
question: Does such a viral sensation naturally exude the city’s unique charms, or does it only accord the city an unnatural cosmetic filter lens spruce-up with some amazing special effects? This remains debatable!
To be very honest, Chongqing is not a city known just for its pretty outlook. It is one with some real strength. A southwestern Chinese metropolis with a resident population in excess of 30 million, Chongqing boasts a unique landscape of verdant mountains, rivers, fog, bridges, hillslopes and endless stairways.
The city is centered around the Chaotianmen Gate at the confluence of Yangtze and Jialing rivers. Perched on numerous hills, the city’s buildings are set at variable altitudes, crisscrossed by winding roads and alleys. Our tour guide Chen Zhijie said: Even Gaode Map will not promise you smooth navigation to your final destination!
Residents here have been living in dwelling units stacked above one another, where daily commutes invariably require passing neighbors’ doors. Once a major industrial and military manufacturing hub,
Chongqing has today evolved into a must-see destination for young social media users. That being said, underneath its overhyped surface, there are tons of hidden city nooks and stories yet to be uncovered by people.
My first encounter with Chongqing took place in the spring of 2013, when Internet craze had yet to storm in. I was then staying at a riverside serviced apartment on the south banks of the river. Staring from my 32nd floor balcony, the Chaotianmen Gate in central Yuzhong district was still in shambles, old houses dilapidated and grimy, city lights far and apart, portraying a city of unglamorous weariness.
The newly completed Hongyadong saw pathetic pedestrian traffic. But, this is exactly the unpretentious side of the city I admire most: No excessive cosmetic enhancement; no hypocritical posture; a little unrefined, but totally genuine!
As a matter of fact, Chongqing has never been known wholly for camera-worthy aesthetics. It once served as China’s provisional capital during the Sino-Japanese war, and was historically very significant. In addition, the city commands an enviable geographic location, being a major shipping hub in Upper Yangtze.
However, due to its interior location, the city’s development has lagged behind vibrant cities on the east coast, prompting the authorities to look into new ideas to boost the city through a concoction of the city’s distinctive culture and some social media vibe.
So, the city starts to take on a magical look with loads of commercial activities, sound-and-light performances and mesmerizing drone shows—almost too abundant for vloggers to consume!
But, such easy hype comes fast, and leaves just as fast.
After the visitors have exited, Hongyadong is instantly reverted to its less glamorous rustic look during the day. With blinding city lights switched off, the mottled outer walls are fully exposed, along with messy alignment of shophouses and ubiquitous hotpot keychains lacking in variety. While Shibati (18 Steps) does look impressive, the original residents have long been evicted and the place lacks down-to-earth local life. Liziba Station makes a perfect set for the camera, but commuters who have to pass through it daily do not quite feel the excitement.
As if that is not enough, Chongqing lacks the adorable giant pandas of Chengdu, nor the terracotta army statues of Xian. There isn’t much that impresses a traveler, save for the unrealistic sight of light rail trains passing through a city building!
“Internet celebrity economy” is characterized by short, low-investment, quick, and high spreadability.
That said, tourism is all about a traveler’s real-life experience and memory. Without a strong cultural depth and comprehensive supplementary services, the city will soon become one that a traveler will only visit once, shoot a few pictures, and that’s it!
Nevertheless, I still have a lot to expect from Chongqing because of its intrinsic strength: The Three Gorges culture, memories from the Sino-Japanese war, the captivating Sichuan flavors, unique topographic features, jetty culture, immigrant spirit… things that can never be fully explained in a three-minute short video. It remains a major challenge for city authorities to turn such genuine, memorable urban fabric into a sustainable traveling experience for its visitors.
This year’s CCTV Spring Festival Gala was shot at Chongqing’s Chaotianmen Gate, with a magnificent heart-throbbing drone show that captured the hearts of millions of viewers!
I feel that Chongqing’s biggest charm lies with its unpredictability—like a friend whom you simply can’t know enough, yet eager to find out more! Towering skyscrapers juxtaposed with hills and rivers, history with futurism, earthly urban milieu and sophisticated technology…
Whichever appealing to you most, when you look back at the city, you will feel the unique aura of this magical city.
As such, Chongqing remains very much China’s top destination for Internet celebrity. However, it is my wish that when someone makes mention of the city in future, it will not just be a photogenic city, but one that deserves repeated visits with its overwhelming sounds and lights, memories, and excellent mala hotpot!
