'Living legends' breathe fresh life into tourism

Emotional connection

For decades, Chinese scenic spots relied on fixed, scripted shows. Visitors watched and took photos from a distance. But today's tourists crave something different — they want interaction and deep emotional immersion.

At Wansuishan Martial Arts City there are more than 2,000 NPCs, most of whom age 20 to 35. Many of them come from arts backgrounds, bringing passion and personality to the job, said Wang Xueying, brand manager of Wansuishan Martial Arts City.

Jia Chenlu, 32, plays the lively martial arts character Sun Erniang from the classical novel Water Margin. With over a decade of hosting experience, she acts as a storyteller and "emotional guide" for the audience, she said.

"The work I do as Sun Erniang is very much like being a character-based host," Jia said. "It's all about controlling the scene, interacting with the audience, improvising, and creating a seamless experience. Everything I've learned on stage, from handling a crowd to designing a flow, directly translates into this job."

With a live performance background, Jia is not shy in front of an audience. Her warmth and approachability come through in every interaction, as she brings a human touch to her character.

"It's not just about acting; it's about connecting," she said. "People come here to escape from the stress of their everyday lives, and we, as NPCs, have the chance to make their visit meaningful. A smile, a warm word, a photo — it can make all the difference. Sometimes, it's the small things that leave the biggest impression."

Jia believes NPCs offer something more valuable than just entertainment — they offer "emotional connection".

"Many people harbor a wuxia dream in their hearts, and we give them a little bit of that dream, a taste of the jianghu (the martial arts world). If we can make them happy, even for a brief moment, then our job has meaning," she noted.

As an anchor for the show, her earnings are tied to both her visibility and the impact of her performances, with the salary ranging from 8,000 yuan ($1,180) to 30,000 yuan a month depending on the popularity of the show and the audience's response.

"The more effort you put in, the more you can earn," she said. "It's performance-based, so there's no limit to how much you can make."

However, being the core performer in the show, Jia has no backup. She manages to take off five days a month, and typically avoids taking time off at weekends when visitor numbers are at their peak. On the rare occasions when she does take a day off, the Sun Erniang show is paused, with visitors informed in advance.

"It's a commitment," Jia said. "But when you're part of a character that means something to so many people, you understand why you do it. It's more than just a job — it's about creating moments that matter."