Cosplay Craze



In the realm of innovative strategies to revitalise tourism, China’s local officials have taken an unexpected and whimsical approach: cosplay. A recent article from ThinkChina sheds light on this fascinating trend, highlighting how officials are donning costumes to attract visitors and breathe new life into their regions’ tourism industries.

The article delves into the phenomenon of local officials in China donning elaborate costumes, embodying historical or cultural figures, and participating in themed events to attract tourists. From dressing up as ancient emperors to historical figures and even mythical characters, these officials are leveraging cosplay as a creative tool to promote their regions’ cultural heritage and scenic attractions.

At first glance, the idea of government officials engaging in cosplay might seem unconventional or even frivolous. However, upon closer examination, it becomes clear that this approach is a strategic response to the challenges facing China’s tourism industry. With the rise of online platforms and changing consumer preferences, traditional marketing methods alone may no longer suffice to capture the attention of potential tourists.

By embracing cosplay, local officials are tapping into the power of storytelling and immersive experiences to captivate audiences and differentiate their destinations in a crowded tourism landscape. Through meticulously crafted costumes and interactive events, they transport visitors to different eras and narratives, offering them a chance to engage with history and culture in a unique and memorable way.

Moreover, cosplay has proven to be a highly effective marketing tool in the age of social media. Images and videos of officials in costume quickly go viral online, generating buzz and attracting attention far beyond traditional marketing channels. This digital word-of-mouth amplifies the reach of these initiatives, drawing curious travellers from across China and beyond to explore these themed destinations.

Beyond its promotional value, cosplay also serves as a form of cultural preservation and celebration. By embodying historical and cultural figures, officials pay homage to the rich heritage of their regions, instilling a sense of pride among local residents and fostering a deeper connection to their roots. In this way, cosplay becomes not just a marketing gimmick but a means of preserving and transmitting cultural heritage to future generations.

However, it’s essential to acknowledge the potential challenges and limitations of this approach. While cosplay can undoubtedly generate excitement and attract visitors in the short term, its long-term sustainability depends on the ability of destinations to offer meaningful experiences beyond surface-level entertainment. Ensuring the preservation of historical sites, promoting sustainable tourism practices, and investing in infrastructure are crucial aspects that cannot be overlooked in the pursuit of tourism development.

In conclusion, China’s embrace of cosplay as a tourism promotion strategy reflects a creative and forward-thinking approach to destination marketing. By harnessing the power of imagination and storytelling, local officials are not only attracting visitors but also reinvigorating their regions’ cultural heritage. As the tourism industry continues to evolve, innovations like cosplay serve as a reminder of the endless possibilities for engaging travellers and fostering a deeper appreciation for the world around us.


Zaobao, L. (2023) China’s local officials doing cosplay to jumpstart tourism. Available at: (Accessed: 21 February 2024).