The impact of the video game “Black Myth: Wukong” on cultural tourism in Shanxi

August 20 marked an important milestone for the gaming and tourism industry in China, with the official launch of “Black Myth: Wukong,” an action video game that has captured the attention of gamers around the world.

This highly anticipated title has not only won over gaming enthusiasts with its innovative design and narrative, but has also generated a notable surge in interest in the real-life locations in China featured in the game, particularly in Shanxi Province.

A virtual trip through Shanxi

“Black Myth: Wukong” stands out for its impressive representation of 36 real locations across the country, of which 27 are located in Shanxi Province. This region has been transformed into a “star attraction” in the game.

Home to a remarkable number of cultural relics, Shanxi has seen its heritage and beauty become the focus of the international community thanks to this video game.

Shanxi Province is famous for having the largest number of ancient buildings in China. With a total of 53,875 registered immovable cultural relics, including 28,027 ancient buildings, the region accounts for about one-tenth of the total number of such structures in the whole country.

This is important to highlight not only its historical richness, but also its crucial role in preserving China’s cultural heritage. The province leads the country with 531 nationally recognised heritage sites. Among these, 509 wooden structures dating back to the Yuan Dynasty (1271-1368) or even earlier periods stand out, accounting for more than 80% of ancient wooden buildings in China.

The video game has particularly attracted attention because it has managed to perfectly capture the essence of these historical sites. From the majestic Mount Wutai, one of the four sacred mountains of Buddhism in the nation, to the Ancient City of Pingyao and the spectacular Hukou Waterfall.

These digital representations allow players to explore iconic sites from the comfort of their homes.

The impact of Black Myth: Wukong on regional tourism

The impact of the game on tourism has been notable. According to Trip.com, a leading online travel agency in China, search activity in Shanxi province increased by more than 10% on August 20, the same day of the game’s launch, compared with the day before. Cities such as Datong and Shuozhou saw an even bigger increase of 20% in tourism-related searches.

Fliggy, another online travel platform, also reported a significant increase in online tourist interest. On the day of the game’s launch, interest in tourism in Shanxi doubled compared to the previous month. Tourist sites such as Yuhuang Temple, Chongfu Temple, Xixian Xiaoxitian, Tiefo Temple, and Shuanglin Temple all saw huge spikes in popularity, attracting more visitors than ever before.

An important collaborative work to promote tourism

The collaboration between Shanxi local authorities and game developers is not a new phenomenon. In fact, this partnership began four years ago, in 2022. Since then, various promotional activities have been coordinated to highlight the beauty and historical value of the region.

A representative from the Shanxi Provincial Department of Culture and Tourism explained: “Since 2022, we have coordinated promotional activities with the game developers at key moments, successfully attracting some attention. Now that the game has been launched, its high-tech and digital presentation breathes new life into Shanxi’s ancient architecture and opens up new opportunities for the province’s cultural tourism industry.”