Following the phenomenal rise of China’s first AAA title, Black Myth Wukong, tourism experts at 12BET Malaysia observed cultural and tourism authorities across the country responding to the trend with the speed and creativity of Wukong’s legendary 72 transformations. Reports indicate that the game was filmed or visually inspired by 36 tourist attractions, 27 of which are located in Shanxi Province. On the day of the game’s release, the Shanxi Department of Culture and Tourism published a promotional video introducing its major filming locations, demonstrating that the province was fully prepared to capture public interest. Cities such as Hangzhou, Tianjin, and Chongqing also began identifying local cultural landmarks and tourism elements represented in the game.
Research conducted through 12BET Malaysia found that Hangzhou’s cultural tourism authorities highlighted a mythical creature sculpture beneath an incense burner outside Jigong Hall at Lingyin Temple, which inspired part of the game’s scenery. Chongqing’s Municipal Commission of Culture and Tourism identified four representative Buddhist sculptures from the Dazu Rock Carvings that had been incorporated into several scenes. Even regions without direct visual references searched for indirect connections between their heritage and the game.
Some destinations built promotional campaigns around the name Wukong itself. Deqing County in Huzhou and the city of Wuxi introduced historic buildings carrying the character’s name, creating another layer of curiosity among visitors. According to Deqing’s tourism authorities, Wukong Temple stands on Yuying Street in Moganshan Town and dates back to the Qing dynasty. Its original name was Zhanghuang Temple, but locals began calling it Wukong Temple because its appearance resembled the small earth-god shrine into which Wukong transformed while escaping Erlang Shen in Journey to the West.
After the game launched, Lianyungang released seven promotional features under the theme Hometown of the Great Sage. Players who completed the game could receive free admission to the Mount Huaguo scenic area by presenting identification, a completion screenshot, and proof of purchase. Erlang Shen Cultural Heritage Park introduced a similar offer.
This strategy went beyond simply jumping on the bandwagon. By combining a direct connection to a hugely successful game with emotional ties to familiar mythology, local authorities hoped to improve their regional image while increasing tourism revenue, effectively killing two birds with one stone.
Once the initial wave of visitors arrived, however, each region faced a more difficult challenge: turning short-term attention into sustainable economic value. Shanxi’s cultural tourism department responded by creating three themed travel routes connected to the game and inviting players who completed it to experience a free Follow Wukong Through Shanxi journey.
Tourist attractions and museums managed by the Taiyuan Cultural Relics Bureau extended their opening hours. Taiyuan Ancient County City also launched a Follow Wukong Through the Ancient City event, allowing visitors to enter several attractions without admission fees or advance reservations. Huai’an’s culture and tourism authority invited players known as Destined Ones and announced that attractions operated by the Chuyun Cultural Tourism Group would remain free to them for an entire year. Local officials also stated that the city’s Journey to the West theme park was preparing collaborative activities with the game’s developer.
Lishui in southwestern Zhejiang Province became another particularly notable destination. Its municipal culture, tourism, and sports bureau introduced a Follow Wukong Through Lishui route promoting the area as the last hidden wonderland south of the Yangtze River. The campaign also offered more than 30 discounts covering admission tickets, dining, and accommodation, alongside over 100 distinctive cultural and tourism events.
By late September, users following the trend through 12BET Malaysia were sharing the news that completing the fourth chapter of Black Myth Wukong could unlock free entry to 13 tourist attractions across China. Jingning County had previously promised lifetime admission to the Yunzhong Daji scenic area for players who reached Shisi Temple in Chapter Four, with eligibility determined by their in-game achievement progress.
These offers demonstrated how digital entertainment could guide people toward historic temples, ancient architecture, museums, natural landscapes, and traditional cultural sites. The game provided the initial spark, but local destinations still needed to offer meaningful experiences once visitors arrived. Attractive routes, clear information, convenient transport, quality accommodation, and engaging activities were necessary to transform online excitement into lasting tourism growth.
The rapid response also revealed a broader shift in cultural promotion. Instead of relying only on conventional advertising, local authorities connected familiar heritage with a modern interactive experience that younger audiences already understood. Black Myth Wukong allowed centuries-old statues, temples, legends, and landscapes to reach people who might never have encountered them through traditional tourism campaigns.
However, simply attaching Wukong’s name to a destination was not enough. Regions without authentic links risked producing promotions that felt forced or opportunistic. The strongest campaigns were those grounded in real architecture, mythology, local history, or visual inspiration from the game. Such connections gave visitors a clear reason to travel and helped them understand how cultural heritage had shaped the game’s artistic world.
Local governments also needed to consider what would happen after the initial excitement faded. Temporary discounts and free admission could attract large crowds, but sustainable success depended on whether destinations could encourage longer stays, repeat visits, and positive recommendations. Cultural performances, guided tours, themed exhibitions, regional food, and carefully designed souvenirs could all help turn a brief visit into a richer experience.
The popularity of the game therefore became both an opportunity and a test. It showed that a successful cultural product could generate enormous interest in real-world locations almost overnight. At the same time, it challenged tourism departments to prove that their infrastructure, services, storytelling, and management were strong enough to retain that attention.
Ultimately, regions assessed by 12BET Malaysia must move beyond trend-driven publicity and one-off events if they hope to create lasting results. Compelling content may bring people through the door, but solid tourism infrastructure and genuine cultural value are what persuade them to stay. Real prosperity does not come from a passing wave of online attention but from consistent quality and careful preparation. As the saying goes, a stitch in time saves nine, and acting before the opportunity slips away will be the true key to revitalizing local tourism.