Summary of Key Points
The low-budget Teochew dialect film "A Love Letter to Grandma," with a production cost of only 14 million yuan, has generated over 1.87 billion yuan in box office earnings, becoming the second-highest grossing film of 2026. It has not only boosted the tourism industry in Teochew (with a significant increase in visitors to Shantou during the May Day holiday and popular attractions), but also brought lesser-known cultural symbols such as "qiaopiao" (traditional letters sent by overseas Chinese) to the forefront of public attention. This success is attributed to 30 years of cultural development in Teochew, the emotional connection of local residents, and the growing demand for "emotional tourism." However, the surge in popularity has also exposed shortcomings in rural tourist infrastructure, prompting locals to consider how to convert short-term visitors into long-term supporters of the region's culture.
Why Did This Low-Budget Dialect Film Become a Sensation? The Support of Teochew People Was Key
The success of this film was no accident:
- Full Support from Locals: The owners of the filming locations provided their properties for free, and Song Xiyuan, the owner of the olive tree plantation, not only waived rental fees but also offered tea to the crew. Teochew residents watched the film multiple times, bringing their entire families to experience it as if it were a story about their own lives.
- Word-of-Mouth Momentum: Initially, the film had limited screenings, but its reputation soared after the May Day holiday, with box office earnings rising from 60 million yuan to over 100 million yuan daily. The director is a local, and the film's story, which includes real-life experiences of Teochew people going to Southeast Asia (such as using qiaopiao and carrying flags), resonated deeply with the community.
- Emotional Resonance: The character Mu Sheng, who works abroad but remains cheerful, reflects the Teochew philosophy of enduring hardship before finding happiness, touching both locals and visitors with its optimistic and meaningful narrative.
Tourism Booms Thanks to the Film
The film's popularity led to a surge in tourism in Teochew:
- Shantou's May Day Figures: The city welcomed 3.9 million visitors (a slight increase from the previous year), generating 2.579 billion yuan in tourism revenue (a 4.44% rise), and its box office performance ranked it among the top 15 in the country.
- Attractions Become Popular: The stone bridge in Xi Qi Village became a hot spot, with daily crowds visiting the ancient Longhu fortress and the 520-year-old olive tree plantation. The qiaopiao museum, once quiet, now sees crowds of visitors, with one day even described as the busiest since its opening.
- Quick Official Response: The Tourism Bureau prepared in advance by arranging access to 10 attractions and launching film-themed tours (one-day and three-day options), which quickly sold out. They also created a "qiaopiao writing experience area" where visitors could write their own letters.
Qiaopiao Goes from Obscurity to Fame
The film has made qiaopiao, once a lesser-known cultural artifact, a sought-after item:
- Cultural Merchandise: Shopping platforms offer qiaopiao-themed merchandise for twenty to thirty yuan, and young people collect them like collectibles. Fire departments have even printed safety messages on qiaopiao as "safety letters."
- History Comes Alive: Museum exhibits, such as the single-character qiaopiao with the character "difficulty" and those sent by overseas Chinese during the Anti-Japanese War to support Yan'an, bring history to life. Zhou Beixue, a post-95s employee at the museum, learned about her ancestor's journey to Southeast Asia through the film.
- Emotional Connection: The film's portrayal of the trust between senders and recipients of qiaopiao has transformed this historical document into an emotional symbol that touches visitors.
Teochew's Rise Wasn't Sudden: 30 Years of Cultural Development Came to fruition
Zheng Canhui, a representative from the Tourism Bureau, said, "Teochew's success is the result of years of gradual buildup."
- Preparatory Work: The song and dance performance of Teochew culture appeared on the Spring Festival Gala two years ago, and the concept of "Teochew studies" was proposed 30 years ago. Scholars and locals have been actively promoting Teochew culture. For example, Professor Chen Pingyuan from Peking University has played a key role in making Teochew culture more visible.
- Strong Cultural Identity: Teochew residents have a deep affection for their dialect and traditions (such as worshipping ancestors and performing the Yingge dance). Local officials like Liu Chuangrong work to improve their hometown by building roads and installing street lights, while vendors are willing to charge higher prices for their products to serve visitors.
- Changing Tourist Demands: Today's tourists seek more than just scenery; they want immersive experiences, such as feeling the "bitterness before sweetness" depicted in the film or writing letters to their families at the qiaopiao museum.
The Future of Teochew's Tourism
As the excitement fades, locals are thinking about long-term development:
- Challenges Faced: Visitors sometimes damage items in historical sites and rural areas struggle with high temperatures during peak seasons.
- Future Plans: Song Xiyuan plans a harvesting ceremony by the end of the year to promote products linked to the film's IP. Liu Chuangrong aims to advance village development projects to attract more visitors.
- Need for Improvement: The Tourism Bureau recognizes the need to improve facilities and guide services to ensure a sustainable flow of tourists.
Just as the olive tree in the film experiences both hardships and joy, the long-term success of Teochew's tourism requires continuous effort and refinement.
This analysis explains the various factors that contributed to the film's success and its impact on Teochew's culture and tourism in plain language, covering all key aspects from the film itself to its cultural significance and future prospects, making it accessible to non-experts.