It seems the days of purely admiring actors on screen are evolving. In a quirky but brilliant move to revitalize local tourism, Chinese scenic spots and theme parks are now employing celebrities to act as NPCs (Non-Player Characters).
Recently, well-known actors—ranging from “emperor specialist” Zheng Guolin to TVB veteran Ma Jingtao—have been spotted donning historical costumes and interacting with tourists in character. Rather than reading from a script on a closed set, they’re engaging with audiences in highly immersive environments. It’s an undeniable win for the scenic locations: they get a massive, immediate boost in foot traffic and the social media buzz to boot.
But why are the stars doing it? In a fast-paced entertainment landscape, this direct fan engagement offers actors a way to remain relevant and connect intimately with audiences. The trend highlights a shift towards immersive, experiential travel—something deeply favored by Chinese youth. Young travelers are no longer satisfied with simply looking at ancient architecture; they want to feel like they’re part of the story, and what better way than interacting with a famous face playing a local legend?
However, industry experts are raising a critical question: Can this trend outlast the initial novelty? While having a star NPC is a fantastic short-term marketing stunt, sustainable tourism requires a deeper integration of culture and consistent experiences. For now, though, China’s tourist spots are essentially live-action RPGs, and we’re all here for the plot twists.
Cover image via Xiaohongshu.
