Malatang peddlers try to attract tourists’ attention at their stalls in Tianshui, Gansu province, on Sunday. TIAN XI/China Daily
Tianshui, an unassuming city in northwestern China’s Gansu province, is experiencing a tourism boom fueled by its signature dish, spicy spicy hot pot.
Featuring a dish of vegetables, meat, and seafood simmered in a spicy soup, it has become an unexpected sensation on the internet, attracting tourists from all over China.
Tianshui has welcomed 7.54 million tourists since the beginning of last month, generating 4.37 billion yuan ($600 million) in tourism revenue, according to the province’s Culture and Tourism Bureau.
The influx has left local restaurants struggling to keep up with demand, especially the popular Haiying Mala Tang restaurant in the city’s Qinzhou district.
A photo of a visibly exhausted Kaiei Madara staff member went viral online, sparking a light-hearted debate and underscoring the group’s overwhelming popularity.
Restaurant owner Ha Haiying laughed as she remembered the photo and identified the employee as her cousin Pingping.
“The next day, Ping Ping returned smiling and ready to serve happy visitors,” Ha said.
She’s run the restaurant for 26 years, serving primarily local residents, but now faces more than 1,000 out-of-town patrons each day. Lines open from 6 a.m. to 9 p.m., with an average wait time of one hour.
What is the secret to the success of Tenshui Malatang? According to Ha, taste and affordability. She attributes its unique taste to the special Gansu pepper, which is famous for its unique spiciness.
But spicy fun isn’t the only draw. With the rapid increase in hot water consumption, the number of tourists visiting major tourist spots in Tianshui, such as the Mujishan Grottoes, a UNESCO World Heritage Site, and the temple dedicated to Fuxi, the legendary ancestor of the Chinese people, has also increased. are doing.
Social media fanned the flames of the Tenshui Malatang phenomenon. More than 510,000 online posts and videos were shared in 24 hours on Sunday, with 24.73 billion views, 2 billion likes and 1.5 billion comments, the state Department of Culture and Tourism reported. An astonishing number was collected.
Hashtags such as “Gansu Tianshui Mala Tang”, “Gansu Cuisine”, and “Gansu Culture Tourism” have become explosively popular.
Tianshui’s local government is taking steps to capitalize on the city’s newfound fame and solidify its status as a gourmet destination. Plans are afoot to establish a Malatang Association and explore producing convenient seasoning packs that will allow visitors to recreate the authentic Tianshui Malatang experience at home.
