For the thrill of a live performance, no distance is too far for Jiang Ziyang. The 25-year-old regularly travels cross-country to see bands and other shows, recently completing a mammoth 1,200-kilometer round-trip to attend a weekend music festival.

She feels that the experience is something screen-based entertainment just can’t match.

“It’s that lively atmosphere that I really enjoy,” said Jiang, who lives in China’s northern Shanxi province. “I’m in an audience full of people who love the same things I do. It doesn’t matter if I’m at the front — just being there and hearing the music live is enough to make me happy.”

This sentiment reflects the growing passion among younger generations for live performances — everything from music concerts to stand-up comedy to sporting events — that is not only causing a fundamental shift in the entertainment scene but also reshaping cultural consumption in the country.

In July and August, venues nationwide staged 126,300 commercial performances, attracting more than 42 million people and generating over 15 billion yuan ($2 billion) in revenue, up by 3.9% year on year, according to the China Association of Performing Arts, or CAPA.

By contrast, cinemas are continuing to experience a slump. Movies made a total of just 42.5 billion yuan at the Chinese box office last year, down nearly 23% from 2023.

CAPA data shows that theater was the most popular form of live entertainment in the first half of this year, with performances and revenues up by 16% and 3%, respectively, compared with the same period in 2024. Stand-up comedy ranked second, with the number of shows up by 54% and ticket sales soaring by nearly 135%.

In addition to performers and venues, this is also good news for host cities. Though drawn primarily by live shows, audiences are also shelling out on hotels, restaurants, and exploring the surrounding landmarks and scenic spots.

For each trip, Jiang estimates she spends roughly 2,000 yuan in all on event tickets, transportation, and accommodation, and she makes sure to sample as many local attractions and delicacies as she can.

CAPA estimates that every 1 yuan spent on concert tickets generates at least 4.8 yuan in ancillary spending across dining, transportation, retail, and lodging, with hotel rates sometimes doubling or even tripling during major events.

Notably, 30.8% of people who bought tickets for the international musical “SIX,” which ran for 64 shows in Shanghai this summer, traveled from other parts of the country to see the production.

Wu Ben, an associate professor of tourism at Shanghai’s Fudan University, said that performance-driven tourism represents a shift toward an experience-based economy, which offers more interaction and emotional engagement than traditional sightseeing or passive entertainment such as movies.

The growing focus on live events as an economic catalyst comes at a time when stimulating consumption is a global priority, she explained, adding that while the middle class is tightening their belts, younger people are emerging as a major consumer force.

“Young consumers are increasingly prioritizing emotional value — they’re willing to spend on experiences that resonate culturally and personally,” Wu said. “Many don’t think twice about paying 800 yuan for a concert ticket.”

Ripple effects

Yang Jie, a 24-year-old bank employee in Suzhou, in the eastern Jiangsu province, travels at least twice a month to see various artists perform, usually in Shanghai or other cities in Jiangsu or the neighboring Zhejiang province. She says it provides a welcome escape from the pressures of work and daily life.

This year, she discovered that tickets to events in major cities can also be used to get discounts at partner hotels and restaurants, complementary drinks at bars, and free entry to exhibitions, which she now incorporates into her travel plans.

“It’s made my getaways much more affordable,” Yang said. “With one ticket, I can enjoy a great performance, dine at a discount, and explore new places. It’s not just about the show anymore — it’s about making the whole day or weekend special.”

Dubbed “ticketomics,” this model aims to unlock further spending across dining, retail, and leisure, turning a single night of entertainment into a multifaceted experience.

For example, in Shanghai, ticket holders for “SIX” could eat cut-price meals at about 20 nearby restaurants, while those who attended the Formula E Shanghai Prix this summer received special retail deals in the city’s northern Jiading District. Meanwhile, each ticket for the 2025 Beijing International Film Festival came with discounts across more than 1,100 businesses, spurring 25.17 billion yuan in consumption.

This approach by local authorities and businesses to move beyond coupons to more sophisticated strategies to stimulate sustained economic engagement aligns with China’s national policy direction. In March, the central government issued an action plan emphasizing the integration of commerce, tourism, culture, and sports, while encouraging the development of diverse and innovative consumption scenarios.

In the first seven months of 2025, spending on services in Beijing — driven by sectors such as transportation and cultural entertainment — grew by 4.6% year on year and served as a major engine for overall consumption growth, according to the Beijing Municipal Bureau of Statistics.

Wu believes that ticketomics has staying power, but its success depends on targeting the right audiences. She points out that concert-goers aren’t just young people — older demographics are also increasingly active, as evidenced by the crowds at singer-songwriter Dao Lang’s concerts this year. Meanwhile, millennials remain a core audience due to their disposable income and sense of nostalgia.

“The performance market is thriving because it serves real demand. Any city can succeed in this space by choosing the right themes and adapting as audience preferences evolve,” Wu explains. “This isn’t a bubble — it’s a sustainable growth opportunity.”

However, she says the economic ripple effects on restaurants, hotels, and transportation vary significantly by location. Though more concerts are being held in smaller cities, their impact generally falls short of that in major hubs such as Shanghai or Guangzhou, capital of the southern Guangdong province, due to underdeveloped infrastructure or ineffective promotional efforts.

That said, some smaller cities are finding creative ways to compete. For example, Taiyuan, the capital of Shanxi, is attempting to brand itself as a “concert city” by keeping flights, hotels, and tickets highly affordable.

Looking ahead, Wu is optimistic. She observes that generational shifts in spending attitudes reflect China’s broader economic progress. “Today’s youth have grown up with greater material abundance than any generation before them,” she said. “As their financial capacity continues to grow, we can expect them to channel more spending into mindful and experiential consumption.”

Editor: Hao Qibao.

(Header image: VCG)