Cashing in on the cinematic view

Titled "China Travel with Chinese Films", the event was designed to attract more international tourists by leveraging the popularity of recent film releases and the 240-hour visa-free transit policy.

Ne Zha 2, China's biggest box-office hit and now the world's seventh highest-grossing film of all time, has significantly boosted the sale of lotus root powder in Hubei province, which produces over 80 percent of lotus root varieties.

"Sales in Hubei have more than doubled since the release of Ne Zha 2," says Ma Yiliang, chief statistician of the China Tourism Academy.

"Tourists not only buy it for themselves, but also purchase it as a holiday gift for relatives and friends, which has led to a rise in tourism and generated substantial economic benefits," he adds.