Jingdezhen’s Chicken Steak Phenomenon Boosts Tourism During National Holiday In China

Published on October 9, 2025

Jiangxi province’s Jingdezhen has agelong been known for its ceramic and porcelain craftsmanship. However, nan metropolis discovered a new, unexpected fame during nan precocious concluded Mid-Autumn and National Day holidays. The occurrence of thoroughfare vendor Li Junyong, who is lovingly referred to arsenic “chicken steak brother”, was a awesome facet successful nan city’s ascent arsenic a tourer destination. Thousands of group were drawn successful by Li’s viral charm, humour, and delicious thoroughfare food, resulting successful a symphony of culinary delight and taste curiosity that greatly accrued nan section tourism industry.

The Emergence of “Chicken Steak Brother”
Li Junyong’s thoroughfare stand, wherever he skilfully flips juicy chickenhearted steaks successful a basking wok, became a must-see for visitors visiting Jingdezhen. What started arsenic a section nutrient stall quickly turned into a tourer attraction, mostly owed to Li’s wit and engaging personality. His celebrated catchphrases, specified arsenic “You tin garbage me, but not my chickenhearted steak” and “You merit everything beautiful successful nan world, including my chickenhearted steak”, quickly became viral connected societal media platforms, including Douyin (Chinese TikTok). These playful interactions not only drew successful crowds but besides helped Jingdezhen’s tourism scope caller heights during 1 of China’s astir celebrated vacation periods.

Impact connected Jingdezhen’s Tourism
The effect of Li’s emergence to fame connected Jingdezhen’s tourism was tangible. Data from Douyin indicated that bookings related to Jingdezhen surged astir 70 percent during nan first 3 days of nan eight-day holiday, moving from October 1st to October 8th. Additionally, nan maturation was not constricted to nutrient tourism alone. Group bookings for section experiences specified arsenic pottery-making and glass-blowing saw an awesome rise, pinch year-on-year maturation rates of 74 per cent and 71 per cent, respectively. This surge highlights really a mini section arena tin catalyse important liking successful a broader group of activities wrong nan destination, benefiting nan region’s full tourism ecosystem.

The Role of Local Cuisine successful Tourism Growth
Li Junyong’s chickenhearted steak stall is simply a cleanable illustration of really section cuisine tin thrust tourism growth. Small cities crossed China are progressively leveraging their culinary personality to pull tourists, avoiding nan overwhelming crowds of much salient tourer destinations. Jingdezhen’s lawsuit aligns pinch nan increasing inclination successful China wherever less-crowded destinations pinch a unsocial charm—whether cultural, natural, aliases culinary—are becoming favourites for holidaymakers. According to Qunar, a starring Chinese recreation portal, galore of its users sought retired county-level destinations known for their chopped section experiences, specified arsenic Jiuzhaigou successful Sichuan and Yangshuo successful Guangxi, during nan National Day holiday.

Expanding nan Scope of Domestic Tourism
This inclination towards niche tourism is simply a clear reflection of China’s evolving home recreation patterns. While accepted metropolises for illustration Beijing and Xi’an proceed to spot beardown tourism numbers, smaller cities for illustration Jingdezhen person emerged arsenic a increasing force. The emergence of specified destinations is peculiarly noteworthy because it highlights a displacement successful Chinese travelers’ preferences toward much authentic and unsocial experiences. Travellers, eager to debar nan over-touristed attractions, are progressively seeking retired smaller, lesser-known destinations that connection thing distinct.

Increased Tourism Demand During Holidays
The occurrence of Jingdezhen’s section tourism assemblage during nan Mid-Autumn and National Day holidays is portion of a broader inclination observed crossed nan country. Travel information shows that mini cities, particularly those pinch beardown taste aliases culinary traditions, performed peculiarly good successful attracting visitors during nationalist holidays. For example, Qunar’s information showed that complete nan eight-day vacation, travellers were progressively booking accommodations successful complete 2,000 county-level destinations nationwide. Popular spots included regions for illustration Jiuzhaigou, known for its stunning landscapes, and Pingtan, celebrated for its coastal beauty.

The Need for Sustainable Growth
Despite nan short-term occurrence of Li Junyong’s chickenhearted steak phenomenon, tourism experts accent nan value of turning nan impermanent surge successful visitant numbers into semipermanent growth. Jingdezhen’s authorities person a important opportunity to capitalise connected nan newfound liking and further create nan section tourism infrastructure. With its rich | taste practice successful ceramics and porcelain, Jingdezhen already has a coagulated instauration to build on. However, it is important for section authorities officials to attraction connected expanding and diversifying nan city’s tourism offerings, improving hospitality services, and enhancing accessibility.

Experts person highlighted nan request to amended tourism products and services to guarantee that nan influx of visitors from nan vacation play tin beryllium converted into sustained visitation. Additionally, location is an opportunity for nan metropolis to amended marketplace its unsocial ceramic history and connection year-round experiences that tin complement nan viral entreaty of thoroughfare nutrient and section cuisine.

Challenges and Opportunities for Local Authorities
The Jingdezhen acquisition serves arsenic a premier illustration of really smaller cities tin harness viral moments to thrust tourism growth. However, it besides emphasises nan challenges of transforming fleeting, seasonal surges into sustainable economical benefits. Li Junyong’s chickenhearted steak guidelines whitethorn person been a catalyst, but it will beryllium important for nan section authorities to support nan momentum by enhancing tourism offerings, promoting nan city’s taste heritage, and ensuring that section businesses are equipped to grip nan accrued demand.

Conclusion
The emergence of Jingdezhen arsenic a celebrated recreation destination during nan Mid-Autumn and National Day holidays highlights really smaller cities are becoming much and much celebrated successful China’s varied recreation market. The occurrence of “chicken steak brother” demonstrates really a peculiar section arena tin spur important economical description and tourism interest, giving underappreciated areas pinch rich | taste histories a much-needed boost. It will beryllium basal going guardant for section authorities to return advantage of this chance and move this little viral occurrence into a semipermanent scheme for nan maturation of sustainable tourism.