On April 22, Beijing News Think Tank released its Top 50 Cities with Online Popularity Potential (2025) ranking. Hengyang made a strong leap, climbing 17 spots to break into the national top 20.

Many locals never expected that this ordinary city—where they live day in and day out, a place as familiar as the back of their hands—would one day become a go-to destination in countless photo albums and a trending hashtag on social media.

And yet, attentive Hengyang residents have started to notice subtle changes in their everyday lives.

Strolling down the street on a weekend, they might hear dialects from across the country. Scrolling through social media, posts like “What are the must-see spots in Hengyang?” pop up again and again. When friends from other provinces reach out for travel tips… that’s when Hengyang’s “internet fame” becomes something you can actually see and feel.

So, when did Hengyang first go viral? And what exactly sparked its rise to online stardom?

Tourism Development Conference Lays the Groundwork:

From “Spotlight Moments” to “Sustained Prosperity”

On April 16, “City of Time: 1944,” located in Nanyue District, officially opened its doors. This immersive film-and-theater resort, with a total investment of 510 million yuan and covering 45,000 square meters, went viral almost instantly thanks to its stunning recreation of 1940s Hengyang.

But this breakout cultural tourism project is just one of many new attractions that have sprung up across Hengyang in recent years.

In fact, Hengyang has been actively pushing forward its “City Built on Manufacturing, City Flourishing Through Culture and Tourism” development strategy. So, when exactly did Hengyang start trending? If there’s one moment that truly marked the turning point, it would have to be the 3rd Hunan Tourism Development Conference. Or rather, riding that wave, Hengyang laid the groundwork for all the success that followed.

In September 2024, the 3rd Hunan Tourism Development Conference was held in Hengyang. Around that time, every move the city made seemed to capture public attention and frequently went viral online. But in truth, the opportunities brought by the conference began long before that.

Thanks to the event, the city launched a comprehensive internal upgrade—from urban and rural landscape renewal to improved living environments and the development of tourist attractions.

When it comes to attractions, old sites were revitalized and new ones dazzled. There’s the Jianxiang Industrial Culture Block that revives Hengyang’s “industrial memory,” the Republic of China–style makeover of Zhongshan North and South Roads—some of the most iconic streets in the city—and the interactive, educational Zhuhong Fire-Exploration Space Experience Center. Hengyang has been exploring deep integration between “culture + tourism” and “culture + technology,” actively promoting a blended model of “communities, commercial zones, and scenic areas.” Eighteen key tourism projects stood out during conference inspections, driving the rollout of 68 additional culture-tourism initiatives.

The city also tackled aging infrastructure head-on—removing cracked, sunken, and bloated roadbeds, repaving with asphalt, and replacing broken curbs, drainage panels, and sidewalks.

When it comes to livability, it’s not just about appearances—it’s about substance. Last year, the city renovated 82 aging residential communities, addressed 46 public service needs, and resolved 446 pressing issues raised by residents. These efforts not only made Hengyang more livable but also left a lasting impression on visitors.

A city with beauty and depth—how could anyone not fall for Hengyang?

Keeping the Buzz Alive:

From “A Moment of Dazzle” to “Year-Round Brilliance”

On the evening of April 12, the Liuyang Fireworks New Product Showcase made its dazzling debut in the Nanyue Li Temple Fair Cultural and Food District. Over the course of 90 minutes, 41 new fireworks designs lit up the sky in a spectacular display, drawing tens of thousands of visitors.

Golden fireworks soared like dragons, silver sparks streaked like meteors; a phoenix-shaped firework unfurled its glowing tail across the night sky, scattering clouds of radiant color; starry showers cascaded like the Milky Way, prompting gasps of awe from the crowd.

In fact, since its stunning launch, Nanyue Li has hosted at least one small event every week and a major highlight every month. The steady stream of excitement has kept visitors’ eyes—and cameras—firmly locked on the destination.

Here, tourists can also experience a range of traditional Chinese cultural performances: the shadow puppetry of Hengshan, known as a “living fossil” of ancient art; mesmerizing face-changing acts from Sichuan opera; and da tie hua, the iron-flower firework tradition with over a thousand years of history. All part of the area’s rich intangible cultural heritage.

The Tourism Development Conference may be short-lived, but as long as the excitement continues, it never truly ends.

And it’s not just Nanyue Li. Shift the scene to Huiyan Peak Scenic Area.

Winter food carnivals, the “Returning Wild Goose” New Year pop music concert, and the first beer-food-electronic music party of 2025—since last year’s conference, Huiyan Peak has turned itself into a cultural hotspot, transforming one-time visitors into frequent guests with its vibrant calendar of events.

Scenic beauty captures the eye, but it’s culture that captures the heart. Beyond the natural landscapes, the Hengyang Poly Theatre has emerged as a surprise crowd favorite.

The dance drama Wang Chuanshan, originally produced in Hengyang and debuted in Beijing, returned to its hometown to great acclaim. The poetic dance drama Poetic Dance: The Only Green, which stunned audiences at the CCTV Spring Festival Gala, was faithfully restaged here. The beloved Huangmei opera The Female Prince Consort, long considered a classic, graced the stage on “Imperial Street.” Even the group “Ladies of Jiuxuan” brought a “Jay Chou-style” Lantern Festival performance—an audiovisual feast. From classical to contemporary, from elegant to edgy, top-tier productions are on constant rotation at the Poly Theatre, attracting fans from far beyond the city.

“I’ve been looking forward to seeing The Five Stars Rise in the East for a long time. It never came to Changsha, so I made a special trip just to see it,” said Song Zixuan, a visitor from Changsha.

“Why does Hengyang have so many top-tier performances, and back-to-back too…” one netizen from out of town wrote with clear envy.

Major sporting events have also opened a new “flow valve” for bringing fresh attention—and visitors—to Hengyang.

Back in 2019, the inaugural Hengyang International Marathon kicked off in full stride. With 15,000 runners from over 100 cities across more than 10 countries, the event infused the city with a distinctly international vibe.

Fast forward to December 2024—the Qidi Pharmaceuticals 2024 Hengyang Marathon wrapped up successfully. After a five-year hiatus, the event returned at a higher level, officially recognized as an A1-class race by the Chinese Athletics Association. Participation surged as well, with over 20,000 runners from home and abroad hitting the pavement, measuring the streets of Yan City with their strides and soaking in the dynamic, energetic spirit of beautiful Hengyang.

Celebrities and Influencers Boost Appeal: From "Traffic Influx" to "Emotional Connection"

Hengyang has mastered the dynamics of the "influencer economy," skillfully blending star power with local culture to transform online traffic into genuine emotional resonance.

From July 14 to 16, 2023, Joker Xue's concert series took the city by storm, drawing over 100,000 attendees—14% (about 14,000) local residents and 86% (approximately 86,000) visitors from outside Hengyang.

Over those three days, the city won widespread acclaim online by showcasing its charm through heartfelt hospitality and meticulous service, while also driving significant growth in cultural tourism spending.

Official statistics show that during the concert period, key sectors—including urban hotel stays, local dining revenue, and visitor numbers to attractions (Nanyue District and the four urban districts)—all surged by over 50%.

Hengyang's warmth also captivated another star.

In early December, Kenji Wu visited Nanyue for a program shoot. On December 14, he took to social media to share a video promoting Hengyang’s cultural tourism, enthusiastically declaring, "Just a year apart, and you’ve transformed so much!" and " Hengyang—it’s time to go viral!" His glowing endorsement sparked a flood of comments like, "This makes me want to visit Hengyang!" and "I’ve decided: My first stop back in Hunan will be Hengyang!" This wasn’t Wu’s first time in the city—his earlier performances and interactions had already cemented his fondness for it.

On December 3,2023,Wu attended the QQ Music Peak Night Concert at the Hengyang Sports Center.On a cold night with temperatures below 10℃,Wu wore a self-made"Hengyang"vest and interacted warmly with the audience by"writing poems for them."A loving audience member attached a hot water bag to his back.After the concert,Wu specially posted on social media@Hengyang,"Thank you for being my hot water bag,"and stated,"Hengyang,I will come again!"

Kenji Wu is not alone.Hengyang,a city that rarely saw visits from celebrities in the past,has now become a popular destination for many stars and internet influencers.The city and its visitors are achieving mutual success.

On August 24 of last year, Liu Yase, a Hengyang native actress and singer, was appointed as the Tourism Ambassador for Hengyang.

On the evening of October 13, 2023, Jeff Chang's Future Tour Concert was held grandly at the Hengyang Sports Center. Jeff Chang shared his Vlog from his visit to Bao Wei Li, and the official microblog of the concert also encouraged people to visit Hengyang on weekends. The travel blogger Fang Qi Kiki, who has tens of millions of followers, posted a video on social media saying," I'm recording your hometown, and this stop is Hengyang." Many netizens from other places commented, "Hengyang is still too modest!"

In addition, a variety shows and cultural programs have chosen to film in Hengyang.

In March of last year, the variety show "We Three" was filmed in Hengyang, with stars such as Wei Daxun, Mao Buyi, and Guo Qilin making appearances in the city. In the show "Go to the Flavorful Place in Hunan," during the Hengyang episode, in addition to Wang Han and Wu Zelin, Hengyang native male singer Liu Cong was also invited to explore the local cuisine and culture together...

The support from numerous celebrities has helped Hengyang's tourism and culture to "go viral." Data shows that during the 2025 Spring Festival, Hengyang City received a total of 7.0293 million visitors, a year-on-year increase of 41.38%;the total tourism expenditure reached 7.19 billion yuan, a year-on-year increase of 51.97%;and the number of visitors from outside the province reached 2.7669 million, with both the total number and the growth rate ranking first in the province.

Steady and Long-term Visitor Reputation: From "Hardware Upgrades" to "Software Leap"

The core of sustainable tourism and cultural development lies in visitor experience. Hengyang has built a tourism ecosystem that delights both local residents and distant visitors through meticulous services. On March 10 and 13,two"China National Guest" tourist trains from Northeast China arrived in Hengyang, Hunan, and were warmly welcomed and well taken care of by the entire city.

The city's culture, tourism, radio, and sports bureau chief braved the rain to greet the visitors late at night. More than 20 tourist buses were neatly lined up, and over 20 tour guides waved to welcome the elderly tourists who had traveled all the way from the Northeast. As soon as they stepped out of Hengyang Station, these visitors felt the warmth and thoughtfulness of the city. Over the following days, they strolled along Zhongshan South Road, climbed Huiyan Peak, visited Shigu Academy, checked in at Bao Wei Li, and savored Hengyang's delicious cuisine, immersing themselves in the city's endless charm. Compared to Hengyang's food and scenery, the meticulous services left an even deeper impression on the train passengers. You Yong, a visitor from Dalian, wrote" Reflections on Hengyang" and presented it to the city on behalf of all the Northeastern tourists. In his writing, he stated, "This city, which has hospitality encoded in its DNA, is uniquely interpreting the ancient saying 'When friends come from afar.'" In his view, "The hospitality of Hengyang people is not just on their lips, but in their hearts and in the unnoticeable details."

To make the visiting guests feel at home, the local tourism and culture authorities have made great efforts.

After exiting Hengyang Railway Station,20 buses provided seamless transportation, ensuring that visitors could check into their hotels without any waiting time. In addition, to meet the personalized needs of elderly tourists, hotels had prepared anti-slip mats and age-friendly slippers in advance and offered free multi-functional chargers. In terms of dining, the city provided dishes that not only showcased the characteristics of Hengyang stir-fries but also catered to the taste preferences of Northeastern visitors with a moderate level of spiciness.

"Hengyang people are just too kind！" "I'll definitely come back to Hengyang someday." "Thank you to the people of Hengyang for their warm hospitality. "The high-quality services have earned excellent reputations. It is understood that in the second half of the year, Hengyang is expected to receive another 8 to 10"silver-haired" tourist trains from the Northeast. Moreover, to prepare for the upcoming "May Day" holiday, Hengyang held a special meeting on tourism industry safety and service optimization for the "May Day" period. The meeting required enhanced prediction and analysis of tourist flows, strengthened transportation scheduling and command, and comprehensive safety guarantees to fully improve the visitor experience.

In the future, Hengyang, this ancient city with a history of thousands of years, will continue to welcome visitors from all directions with an open and inclusive attitude. The saying "Wild geese do not fly further south than Hengyang, and visitors do not wish to leave Hengyang" will become an eternal footnote to the city.