China’s surprise box-office hit “Dear You” is turning the Chaoshan region of south China into one of the country’s latest tourism hotspots. The low-budget film, shot in the Chaoshan dialect, has earned more than US$161 million since its release on April 30, while also sparking renewed interest in the region’s rich cultural heritage.

Visitors have been flocking to filming locations across Shantou, Chaozhou and Jieyang, exploring historic streets, recreating scenes from the movie and immersing themselves in local traditions. Tourism authorities said weekend visitor arrivals surged to between 4,000 and 5,000 trips a day following the film’s success.

The movie’s focus on “qiaopi”, letters and remittances sent home by overseas Chinese communities in the 19th and 20th centuries, has also drawn growing crowds to museums dedicated to overseas Chinese history and culture.

Building on the momentum, local authorities have launched three themed tourism routes combining filming locations, heritage sites, traditional cuisine and intangible cultural heritage experiences.