An increasing interest in Chinese-style dragons, known as loong, and their associated elements is captivating the younger Chinese demographic, as per a recent report.
The Chinese dragon, a mythical creature embodying characteristics from various animals like deer antlers, a camel’s head, rabbit eyes, a snake-like neck, and fish scales, symbolizes power and serves as a significant totem in Chinese culture.
Originally a tribal totem and royal emblem, the Chinese dragon has evolved into a cultural symbol representing Chinese identity and the belief in acquiring good fortune by interacting with the creature. Since January 1, the trend has seen over 600,000 searches and views related to loong destinations and attractions, with more than 10,000 travelers sharing their “looking for loong” experiences on the travel review platform Mafengwo.
Wangzai Haomeng
Loong motifs are prominently featured at the Imperial Palace.
The younger post-1990s and 2000s generation accounts for 59.2 percent of searches related to loong.
Museums stand out as popular venues for exploring loong and its associated elements.
Among the favorite dragon artifacts searched by young enthusiasts are a jade dragon at the National Museum of China, a turquoise dragon-shaped relic at the Chinese Archaeological Museum, and a “jade pig-dragon,” a unique jade artifact from the Hongshan Culture dating back 5,000 to 6,500 years.
The Chinese Archaeological Museum has witnessed a 340 percent increase in related posts compared to the previous year.
Tourist spots with dragon references have sparked a tourism surge, with destinations like Jade Dragon Snow Mountain in Yunnan Province, Longji Terrace in Guangxi Zhuang Autonomous Region, and Mount Longhu (Dragon and Tiger) in Jiangxi Province emerging as popular natural scenic spots with dragon elements.
Maomao moer
A “dragon farmland” designed in the shape of a dragon palace in Anshun, Guizhou Province, has garnered significant visitor attention.
The “dragon farmland” concept in Anshun, Guizhou Province, has experienced a 244 percent surge in popularity compared to the same period in 2023.
The Imperial Palace, notably the Hall of Supreme Harmony (Taihedian) adorned with over 13,000 dragons, stands out as a top cultural attraction.
The interest in dragon-related content has expanded globally, with a 320 percent increase in posts related to Komodo National Park.
Travel enthusiasts are drawn to Longyan in Fujian Province to witness the intangible cultural heritage of the bench dragon dance, a traditional folk custom, and to attend the Weifang Kite Festival, known for its spectacular dragon-head kite displays.
According to tourism analyst Wang Xiaoxue, “China’s rich cultural heritage and vibrant folk traditions serve as an abundant source of inspiration for innovative travel experiences. The growing cultural confidence among the younger generation is shaping the future landscape of the tourism industry.”