How “Black Myth: Wukong” is Revolutionizing Tourism and Cultural Heritage in Shanxi, China

Published on December 23, 2025

In 2024, Game Science’s “Black Myth: Wukong” became not only China’s first major blockbuster video game but also a cultural phenomenon that reshaped the tourism industry. This action-packed game, which draws inspiration from Chinese folklore, has resulted in a distinct and thriving link between virtual exploration and real-world tourism. The game’s impact, particularly in Shanxi Province, is being hailed as a pioneering example of “player to tourist conversion”, in which gamers who explored these virtual worlds transformed into actual visitors eager to explore the real-life locations depicted in the game.

Shanxi Province’s Cultural Heritage Boosted by Virtual Exploration

The game’s virtual world is rich with 36 locations that bear a strong resemblance to historical and cultural sites in Shanxi. Of these, 27 are directly inspired by real-world locations, such as ancient temples, lush landscapes, and monumental structures. The region, known for its long history and rich cultural heritage, has seen a remarkable surge in tourist visits. The once virtual locations have transformed into real-world destinations, with enthusiasts travelling across the globe to experience these awe-inspiring sites firsthand. This phenomenon has been labelled “player to tourist conversion”, and the results speak volumes about the power of the gaming industry.

Within just two months of the game’s release, ticket sales for Shanxi’s historical sites skyrocketed, surpassing 160 million yuan (approximately $22.7 million USD). This unprecedented spike in revenue was not limited to historical sites alone. Local hotels, restaurants, retail outlets, and transportation services also experienced substantial growth. The game has directly contributed to a wider economic boom in the region, turning Shanxi into a travel hotspot.

Online Search Volumes and Social Media Frenzy Fuel Tourism Growth

The game’s popularity quickly transcended the screen, igniting a flurry of online activity surrounding Shanxi’s cultural offerings. Search engines recorded a staggering 3,178% increase in queries related to “Shanxi tourism” compared to the year before the game’s release. The game’s virtual settings, coupled with the increased visibility from social media channels, triggered an overwhelming wave of public interest. Social media platforms dedicated to the game and Shanxi’s tourism scene collectively received over 40 billion views, further highlighting the scale of interest.

Government Response: Strategic Integration of Gaming and Tourism

This surge in tourist interest did not go unnoticed. Local governments and tourism bodies in Shanxi were quick to capitalize on the newfound popularity of the game. Tourism organizations in the region wasted no time in incorporating elements from “Black Myth: Wukong” into their promotional strategies. New tourism plans and campaigns were swiftly designed to meet the growing demand for immersive experiences. These initiatives included creating travel packages, guided tours of in-game locations, and collaborations with local businesses to offer specialized services for game enthusiasts.

Additionally, Shanxi’s government began working closely with the gaming community to showcase the region’s cultural significance within the context of the game, further solidifying the relationship between digital culture and tangible experiences. The game’s success highlighted the importance of recognizing the intersection between digital entertainment and tourism, encouraging other regions to explore similar partnerships.

The Influence of “Black Myth: Wukong” on Chinese Cultural Exhibitions

Beyond the influence on tourism, the game also sparked cultural engagements within China’s art and exhibition scenes. The Art Museum of China Academy of Art in Hangzhou hosted a special exhibition dedicated to the game, drawing substantial attention from both the gaming and art communities. Initially planned to run for just 40 days, the exhibit’s overwhelming popularity led to its extension for an additional 68 days, totalling an impressive 108 days. During its run, the exhibition welcomed a staggering 450,000 visitors, far exceeding initial expectations.

Despite daily visitor caps ranging from 4,000 to 6,000 people, the exhibit became a cultural milestone, demonstrating how video games, often seen as entertainment mediums, can deeply influence art and heritage tourism. This exhibition not only celebrated the artistic elements of “Black Myth: Wukong” but also served as a bridge between traditional cultural expressions and modern digital media.

The Ripple Effect: How “Black Myth: Wukong” Is Inspiring Other Domestic Games

The far-reaching success of “Black Myth: Wukong” has had a ripple effect across China’s gaming industry. Following the game’s monumental success, other Chinese game developers have seen a boost in funding, with projects like “Phantom Blade Zero” receiving additional financial backing. This suggests that “Black Myth: Wukong” is not just a one-off success but rather a pivotal moment that could spark a new wave of high-quality, culturally rich video games from Chinese developers.

Moreover, the game’s international acclaim has positioned China as a more prominent player in the global gaming market. The success of the game has shown that Chinese developers can create world-class games that resonate both domestically and internationally, leading to increased investment in future game development projects.

The Broader Implications for Cultural Tourism and Gaming Collaborations

The fusion of gaming with real-world tourism is a testament to how digital entertainment can serve as a powerful tool for cultural promotion. In the case of Shanxi, “Black Myth: Wukong” has not only revitalized local tourism but also showcased the untapped potential of video games as a medium for cultural storytelling. The game has blurred the lines between virtual and physical worlds, creating opportunities for more immersive experiences that drive economic growth.

As other regions around the world look to boost their tourism and cultural industries, they can take a page from Shanxi’s playbook. By recognizing the potential of gaming as a cultural ambassador, other countries and regions may find innovative ways to boost their tourism sectors and introduce their rich histories to a new generation of global travelers.

The Future of Cultural Tourism in a Digital World

The popularity of “Black Myth: Wukong” provides a case study for how cultural tourism will develop in the digital age. This game has made virtual tourism a tangible, real-world phenomenon by combining historical representation, immersive storytelling, and calculated government involvement. It is obvious that the relationship between virtual experiences and actual travel will only deepen as the gaming industry expands and changes, creating new chances for both cultural preservation and economic growth.