Since the launch of the TV series "Menghualu", the popularity of the Mafengwo Station "Xiangyang Tangcheng Film and Television Base", where the show was filmed, has risen by 75%, and many fans of the show have put a trip to Xiangyang, Hubei on their agenda; a tradition that often appears in the play The gourmet "fruit" has aroused the strong interest of the majority of "foodies", and it is also popular on e-commerce platforms; the popularity of "Meng Hualu" continues to rise, and it also arouses the audience's pursuit of the actor's costume in the play - the Hanfu of the Song Dynasty... 
In this regard, experts pointed out that there are many industries that film and television dramas can drive, because film and television dramas naturally have spillover effects and dissemination effects, and reach a wide range of people. The function of film and television drama products determines that it can drive many market consumption points, but this is not only reflected in the hot sale of "the same model", but also contains many industrial growth points, and can even create a full cultural industry chain model.
Relatively low-key framing location became popular
In the play "Menghualu", from the Jiangnan water town to the prosperous Tokyo city, many scenes were shot at the Tangcheng Film and Television Base in Xiangyang. For tourists, Xiangyang Tangcheng Film and Television Base is relatively low-key compared to Hengdian Film and Television City and Wuxi Xiangshan Film and Television City. However, since the launch of "Menghualu", the popularity of "Xiangyang Tangcheng Film and Television Base" in Mafengwo Station has increased by 75%, and many fans of the show have put a trip to Xiangyang on the agenda.
In fact, this is not the first time Xiangyang has become popular due to film and television dramas. In March last year, the hit of the movie "Hello, Li Huanying" made the main filming locations of the film - Hubei Weidong Holding Group Co., Ltd., 603 Cultural and Creative Park, and Hubei Chemical Fiber Factory become Internet celebrity check-in places. In recent years, the phenomenon of "a drama brings fire to a city" is not uncommon. For example, in June 2020, "The Hidden Corner" became popular in Zhanjiang, Guangdong; at the end of last year, "The Wind in Luoyang" set off "Luoyang fever" on the Internet.
"On the one hand, checking in the location of popular film and television dramas has become one of the favorite travel methods for tourists. After watching a variety show, many tourists will be tempted by the location, want to experience the scenery in the camera, and take the same play route. On the other hand, affected by the epidemic, many Chinese tourists also hope to find more niche tourist destinations for in-depth experience, and some popular movies and TV dramas can allow tourists to better discover some relatively small tourist destinations." Mafengwo Feng Rao, president of the Tourism Research Institute, told the "Workers Daily" reporter.
"The filming of film and television dramas will have a significant stimulating effect on the development of the tourism industry in the city where the filming base is located. It will also become famous with the popularity of film and television dramas." Wei Xiang, a professor at the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences, told reporters.
However, Feng Rao believes that although popular film and television dramas can bring fire to a city, whether it can continue to be popular still depends on whether the local tourism resources and strength are excellent. Scenic spots and destinations should undertake and digest the traffic brought by film and television works, and turn it into a new driving force for tourism consumption.
Traditional pastries usher in a hot sale
With the popularity of "Meng Hualu", the diet and daily life of the Song Dynasty people shown in the play has also become a hot topic among the audience. Among them, a traditional cake that often appears in the play has aroused the strong interest of the majority of "foodies". Affected by this, traditional cakes such as "fruit" on the e-commerce platform have also ushered in a hot sale in the near future.
Data released by Dingdong Maicai on June 13 shows that in the past week, the search volume for the keyword "fruit" on the platform has risen by 280%. The sales of a cake called "Heguozi" also rose significantly, with a month-on-month increase of more than 400%.
According to reports, the idea of this "lotus fruit" comes from the lotus pond in the south of the Yangtze River. Mung beans are used as the main raw material, and it is made into four shapes of lotus root, lotus leaf, lotus flower and lotus pod. The shape is exquisite. In terms of taste, the trehalose formula is used, and the taste is delicate and soft, sweet and not greasy. In the comment area of this product, someone left a message: "I feel like I have eaten the 'fruit' made by Sun Sanniang in "Meng Hualu"."
In addition to "Heguozi", all kinds of "national trendy dim sum" and "ancient food" on the Dingdong grocery shopping platform are also more popular than usual. "Jujube walnut cake" from the Tang Dynasty court, "Yangmei turbid wine" which is in season, and "Yellow Rice Cool Cake", a specialty snack from the Northwest, have all increased by more than 100% month-on-month in the last week.
Experts said that Chinese food has a long history. As Chinese people have become more confident in traditional culture in recent years, national-style food and traditional famous dishes containing Chinese elements have also attracted more and more attention and love from the consumer market. The hit broadcast has undoubtedly increased the popularity of traditional cuisine.
"Our own bakery brand 'Paolo Workshop' will continue to enhance the ability to refine and innovate traditional food production techniques, bring more ancient delicacies in line with modern tastes to consumers, and inherit and carry forward China's food culture. ” said the relevant person in charge of the development of Dingdong Maicai bakery products.
Clothing in the play becomes the new favorite of consumption
"Watching "Menghualu" is very exciting to the Hanfu made in Song Dynasty" "I have to say that Hanfu made in Song Dynasty is really good-looking" "Where can I buy Hanfu with the same color scheme in "Menghualu"" "I didn't expect to see "Dream" "Hualu" let me buy the first Hanfu in my life"... The reporter searched on Weibo, Xiaohongshu and other platforms today and found that many netizens were planted by "Menghualu" Hanfu made of Song Dynasty.
Some people in the industry pointed out that the reason why "Meng Hualu" is so popular is that in addition to the ups and downs of the plot and the good looks and acting skills of the actors, the costumes of the actors in the play are also remarkable, which adds a lot to the play.
Feng Rao pointed out that in recent years, with the deepening of young people's sense of identity with my country's traditional culture, Hanfu fever has gradually expanded from the niche to the public. In addition to the loyal fans who regard Hanfu as daily wear, travel and photo shooting are the main usage scenarios of Hanfu.
According to Xiaohongshu data, from the launch of "Menghualu" on June 2 to June 13, the search volume of Song-made Hanfu in Xiaohongshu station increased by 41.26% month-on-month. At 11:00 this morning, the reporter searched Xiaohongshu and found that there were more than 30,000 notes about "Song-made Hanfu" and more than 1,900 items of "Song-made Hanfu". At the same time, some merchants also sensed business opportunities, and there were more than 2,400 notes about the "Song-made Hanfu Appointment Shooting".
The owner of a Hanfu specialty store in Ningbo said in an interview with local media that in recent years, the Hanfu circle has become popular with a fresh and literary style, so the elegant and simple Song-made Hanfu is very popular. The popularity of "Menghualu" will play a driving role in the Hanfu of the Song Dynasty to some extent. Many customers who come to their store will name and buy the same or similar Hanfu.
"Recently, Hanfu-related costume dramas are on the air, and with the graduation season approaching, many students will choose the light and elegant Song-made Hanfu as a souvenir of their youth. This is not only due to the development of the Hanfu industry, but also a reflection of national cultural confidence. "What's Worth Buying," said Zhang Yuang, general manager of the "618" event.
In this regard, Wei Xiang pointed out that it is not uncommon for a certain type of clothing to be popular in a popular film and television drama. Clothing merchants should keep abreast of the situation of the popular film and television drama, keenly capture the changes in market demand, and design and launch related products in a timely manner. to win more business opportunities.
Stills of the TV series "Menghualu"
"Meng Hualu", which has won many hot searches, is undoubtedly one of the most discussed topics recently. Since the play was launched on Tencent Video on June 2, the number of broadcasts has exceeded 1.6 billion as of this morning. At the same time, the popularity of the show has also brought fire to various industries such as tourism, cakes, and clothing.In this regard, experts pointed out that there are many industries that film and television dramas can drive, because film and television dramas naturally have spillover effects and dissemination effects, and reach a wide range of people. The function of film and television drama products determines that it can drive many market consumption points, but this is not only reflected in the hot sale of "the same model", but also contains many industrial growth points, and can even create a full cultural industry chain model.
Relatively low-key framing location became popular
In the play "Menghualu", from the Jiangnan water town to the prosperous Tokyo city, many scenes were shot at the Tangcheng Film and Television Base in Xiangyang. For tourists, Xiangyang Tangcheng Film and Television Base is relatively low-key compared to Hengdian Film and Television City and Wuxi Xiangshan Film and Television City. However, since the launch of "Menghualu", the popularity of "Xiangyang Tangcheng Film and Television Base" in Mafengwo Station has increased by 75%, and many fans of the show have put a trip to Xiangyang on the agenda.
In fact, this is not the first time Xiangyang has become popular due to film and television dramas. In March last year, the hit of the movie "Hello, Li Huanying" made the main filming locations of the film - Hubei Weidong Holding Group Co., Ltd., 603 Cultural and Creative Park, and Hubei Chemical Fiber Factory become Internet celebrity check-in places. In recent years, the phenomenon of "a drama brings fire to a city" is not uncommon. For example, in June 2020, "The Hidden Corner" became popular in Zhanjiang, Guangdong; at the end of last year, "The Wind in Luoyang" set off "Luoyang fever" on the Internet.
"On the one hand, checking in the location of popular film and television dramas has become one of the favorite travel methods for tourists. After watching a variety show, many tourists will be tempted by the location, want to experience the scenery in the camera, and take the same play route. On the other hand, affected by the epidemic, many Chinese tourists also hope to find more niche tourist destinations for in-depth experience, and some popular movies and TV dramas can allow tourists to better discover some relatively small tourist destinations." Mafengwo Feng Rao, president of the Tourism Research Institute, told the "Workers Daily" reporter.
"The filming of film and television dramas will have a significant stimulating effect on the development of the tourism industry in the city where the filming base is located. It will also become famous with the popularity of film and television dramas." Wei Xiang, a professor at the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences, told reporters.
However, Feng Rao believes that although popular film and television dramas can bring fire to a city, whether it can continue to be popular still depends on whether the local tourism resources and strength are excellent. Scenic spots and destinations should undertake and digest the traffic brought by film and television works, and turn it into a new driving force for tourism consumption.
Traditional pastries usher in a hot sale
With the popularity of "Meng Hualu", the diet and daily life of the Song Dynasty people shown in the play has also become a hot topic among the audience. Among them, a traditional cake that often appears in the play has aroused the strong interest of the majority of "foodies". Affected by this, traditional cakes such as "fruit" on the e-commerce platform have also ushered in a hot sale in the near future.
Data released by Dingdong Maicai on June 13 shows that in the past week, the search volume for the keyword "fruit" on the platform has risen by 280%. The sales of a cake called "Heguozi" also rose significantly, with a month-on-month increase of more than 400%.
According to reports, the idea of this "lotus fruit" comes from the lotus pond in the south of the Yangtze River. Mung beans are used as the main raw material, and it is made into four shapes of lotus root, lotus leaf, lotus flower and lotus pod. The shape is exquisite. In terms of taste, the trehalose formula is used, and the taste is delicate and soft, sweet and not greasy. In the comment area of this product, someone left a message: "I feel like I have eaten the 'fruit' made by Sun Sanniang in "Meng Hualu"."
In addition to "Heguozi", all kinds of "national trendy dim sum" and "ancient food" on the Dingdong grocery shopping platform are also more popular than usual. "Jujube walnut cake" from the Tang Dynasty court, "Yangmei turbid wine" which is in season, and "Yellow Rice Cool Cake", a specialty snack from the Northwest, have all increased by more than 100% month-on-month in the last week.
Experts said that Chinese food has a long history. As Chinese people have become more confident in traditional culture in recent years, national-style food and traditional famous dishes containing Chinese elements have also attracted more and more attention and love from the consumer market. The hit broadcast has undoubtedly increased the popularity of traditional cuisine.
"Our own bakery brand 'Paolo Workshop' will continue to enhance the ability to refine and innovate traditional food production techniques, bring more ancient delicacies in line with modern tastes to consumers, and inherit and carry forward China's food culture. ” said the relevant person in charge of the development of Dingdong Maicai bakery products.
Clothing in the play becomes the new favorite of consumption
"Watching "Menghualu" is very exciting to the Hanfu made in Song Dynasty" "I have to say that Hanfu made in Song Dynasty is really good-looking" "Where can I buy Hanfu with the same color scheme in "Menghualu"" "I didn't expect to see "Dream" "Hualu" let me buy the first Hanfu in my life"... The reporter searched on Weibo, Xiaohongshu and other platforms today and found that many netizens were planted by "Menghualu" Hanfu made of Song Dynasty.
Some people in the industry pointed out that the reason why "Meng Hualu" is so popular is that in addition to the ups and downs of the plot and the good looks and acting skills of the actors, the costumes of the actors in the play are also remarkable, which adds a lot to the play.
Feng Rao pointed out that in recent years, with the deepening of young people's sense of identity with my country's traditional culture, Hanfu fever has gradually expanded from the niche to the public. In addition to the loyal fans who regard Hanfu as daily wear, travel and photo shooting are the main usage scenarios of Hanfu.
According to Xiaohongshu data, from the launch of "Menghualu" on June 2 to June 13, the search volume of Song-made Hanfu in Xiaohongshu station increased by 41.26% month-on-month. At 11:00 this morning, the reporter searched Xiaohongshu and found that there were more than 30,000 notes about "Song-made Hanfu" and more than 1,900 items of "Song-made Hanfu". At the same time, some merchants also sensed business opportunities, and there were more than 2,400 notes about the "Song-made Hanfu Appointment Shooting".
The owner of a Hanfu specialty store in Ningbo said in an interview with local media that in recent years, the Hanfu circle has become popular with a fresh and literary style, so the elegant and simple Song-made Hanfu is very popular. The popularity of "Menghualu" will play a driving role in the Hanfu of the Song Dynasty to some extent. Many customers who come to their store will name and buy the same or similar Hanfu.
"Recently, Hanfu-related costume dramas are on the air, and with the graduation season approaching, many students will choose the light and elegant Song-made Hanfu as a souvenir of their youth. This is not only due to the development of the Hanfu industry, but also a reflection of national cultural confidence. "What's Worth Buying," said Zhang Yuang, general manager of the "618" event.
In this regard, Wei Xiang pointed out that it is not uncommon for a certain type of clothing to be popular in a popular film and television drama. Clothing merchants should keep abreast of the situation of the popular film and television drama, keenly capture the changes in market demand, and design and launch related products in a timely manner. to win more business opportunities.
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