Summary of the Core Content
Chaozhou, once a small city known as the "outskirts of the province and the corner of the country," has suddenly become a nationally popular tourist destination due to the spread of its cuisine (such as Chaoshan beef hot pot), social media traffic (promoted by platforms like Douyin and REDnote for festivals and cultural events), and the development of cultural tourism (with attractions like Paifang Street and the reconstruction of Zhenhai Tower). However, this sudden popularity has also brought about commercial changes that have transformed the city: the invasion of foreign elements, the dilution of local characteristics, and a sense of being an "outsider" among its own residents. The Chaozhou of the 1980s and 1990s, once familiar to its inhabitants, is now being reshaped by tourism trends, leaving both locals and visitors in a state of surprise and confusion.
Detailed Analysis
1. The Secret to Chaozhou's Popularity: Cuisine as a Gateway, Culture as the Driver
Chaozhou's rise from obscurity can be attributed to two key strategies:
- Step One: Breaking Through with Food. In 2012, *Sanlian Life Weekly* featured a story about Chaoshan on its cover, and since then, Chaoshan beef hot pot has become widely popular across the country. Discussions on REDnote about whether to visit Chaozhou or Shantou first have brought the city to the attention of many tourists, as Chaozhou is the origin of the "Chaoshan" name and is home to numerous historical buildings and delicious foods.
- Step Two: Building on Cultural Heritage. After 2020, platforms like Douyin and REDnote popularized traditional events such as the "Ying Lao Ye" (a festival with deity parades) and Ying Ge Wu (a local dance performance), turning these unique cultural practices into internet-famous attractions. During the Spring Festival, Chaozhou's ancient city becomes one of the most congested places in China.
In short, the city first attracted visitors with its food, then kept them engaged with its unique culture, and eventually, the momentum built enough to turn it into a tourist hotspot.
2. Paifang Street: From a Local Street to a National Marketplace
Paifang Street no longer resembles what the locals once knew:
- The Street's Transformation into a Hotspot. The street is now filled with eye-catching signs in bold fonts, and some shops even offer promotional offers like "buy one, get one free" for oil tangerine juice, reflecting a focus on attracting visitors.
- Cultural Adaptations. Foods that were once local specialties (such as oil tangerine juice) have become symbols of Chaozhou, along with non-local dishes like Fuling cakes and fermented tofu chicken wings. Ironically, even the "three treasures of Chaozhou" are no longer well-known to locals; these have become tourist attractions.
- Capital Follows the Traffic. Wherever there are tourists, foreign businesses and capital follow. Paifang Street has become a marketplace where anyone can make a profit, diluting its original character.
3. Locals Feeling Like Outsiders in Their Own City
The author, a native of Chaozhou, feels both ashamed and out of place on Paifang Street:
- Businesses Ignoring Locals. When locals try to communicate in the local dialect, they are often disappointed as businesses prefer to speak Mandarin to tourists who are more willing to pay higher prices.
- Blurred Identity. With phone numbers from Shanghai and drivers assuming visitors are outsiders, locals feel like outsiders in their own city.
- Familiar Places Disappearing. Old houses have been demolished to make way for parking lots or tourist attractions, and even familiar places like the City God Temple have been reconstructed.
4. The Duality of Traditional Customs
Traditional Chaozhou customs have also changed under the influence of tourism:
- From Secret to Public Glory. Once a private event, the "Ying Lao Ye" festival is now celebrated with great fanfare and even live webcasts. Participants feel both sacred and excited about the attention it receives from online audiences.
- Reconstructed History. While the reconstruction of Zhenhai Tower includes 108 wooden monkey statues based on historical records, old houses are demolished to make way for new developments. This selective preservation seems more aimed at attracting tourists than at preserving cultural heritage.
5. Nostalgia: The Chaozhou of Memories vs. the Modern Internet-Famous City
The author reflects that home is not just a physical place but a combination of memories, smells, and experiences from a particular time. He remembers Chaozhou in the 1980s and 1990s—with fewer restaurants and less access to beef hot pot. The city has changed to cater to tourists, shedding its old traditions.
The fate of cities like Chaozhou reflects a common dilemma for internet-famous destinations: while tourism brings prosperity, it also erodes some of their unique local charm.
Conclusion
Chaozhou's rise is a miracle of the digital age, but it also forces the city to balance attracting visitors with preserving its cultural identity. For tourists, it remains an exciting and novel destination; for locals, it may no longer reflect what they consider "real Chaozhou." This is a dilemma faced by all cities that become internet sensations—tourism brings prosperity, but it can also wash away some of their most precious cultural aspects.