Harbin, the capital of Heilongjiang province, is experiencing a notable boom in tourism, driven primarily by social media. The city's unique winter charm and attractions have attracted many visitors, particularly from China's warmer southern regions, affectionately referred to as "southern little potatoes." This term not only highlights their smaller stature and adorable winter attire—like furry hats adorned with animal ears and pom-poms—but also contrasts sharply with the typically rugged image of Northeast China.
According to reports, platforms such as Douyin (the Chinese equivalent of TikTok) and Xiaohongshu have become inundated with photos and videos showcasing Harbin's picturesque landscapes and vibrant winter culture, gaining immense popularity among the younger generation. The hashtag "southern little potatoes visit the north" has amassed over 428,000 mentions on Xiaohongshu, drawing inspiration for many of their travels.
Chen Xiting, who works in e-commerce from Guangdong, explains the phenomenon, stating, "It's the quickest way young people get trip recommendations." During her recent visit to Harbin, she noted the prevalence of fellow southerners, sharing her delight at hearing Cantonese among the tourists. Another visitor, Liu Rong, from Sichuan, remarked on how the city's focus on attracting southern tourists was evident as he, along with his wife, consumed videos promoting Harbin.
With temperatures plunging as low as -30 degrees Celsius (-22 degrees Fahrenheit) during the winter months, this surge of tourism is remarkable, especially since Heilongjiang is one of China's poorer provinces. But recent developments paint a different picture; the cultural, sports, and entertainment sectors have seen operating incomes soar nearly 60% year-on-year. Official data indicates tourists spent 154 billion yuan, or around $21 billion, during the first half of 2024, which marks a staggering increase of 171% compared to 2023.
This tourism boom is not purely economic; it features cultural exchanges and changing perceptions of the Dongbei region. Popular novels and dramas set in this area have contributed to this increased influx. Emily Liu, a local tour guide, remarked, "A lot of southerners, which we call 'little potatoes', came over here for travel and made our Harbin very trendy." This sentiment is echoed by Jiang Zhonglong, who leads tours and has witnessed firsthand the growing number of tourists, stating, "So many little friends, southern potatoes, tourists have all come here."
The ambiance of Harbin provides many experiences distinct from what these southern visitors are used to. For many, it appears to be not just tourism but also about cultural exploration. Ling, who hails from the coastal province of Zhejiang, was taken aback by the stereotypes he had previously held about Dongbei. "But we came here and found things are pretty decent," he commented, expressing his desire for a unique cultural experience compared to his home region.
The steady flow of visitors has brought economic benefits to local vendors. Zhangzhang, who manages a shop selling imported Russian goods, noted, "My hometown has suddenly become popular," and expressed pride at the rising foot traffic, which has reportedly tripled since 2022. Her shop has adapted to the increase by offering more winter apparel to accommodate travelers who may not have enough layers for the icy temperatures.
Visitors are not just interested in the scenic landscapes; they also engage with the local economy, creating opportunities for small businesses to thrive along with the city’s famed attractions. This vibrant atmosphere—exemplified by Central Street's luminous night crowds—ensures Harbin is on the map, attracting tourists who seek to “daka” or “punch-in” to famous spots, sharing experiences across social platforms.
Overall, the charm of Harbin continues to captivate hearts as social media fuels the curiosity and excitement among southern tourists. This influx not only enhances Harbin’s economic standing but also promotes cultural interaction, which could redefine perceptions of the Northeast. With growing recognition, it seems destined to remain at the forefront of winter tourism as it embraces the influx of excited travelers eager to explore the unique offerings of this northern gem.