Tonight (January 9), the hit drama "Flowers" will have its finale. As the strongest "social currency" at the beginning of the new year, "Flowers" brings one topic after another - Shanghainese is out of the circle, the same food becomes popular, netizens spontaneously design citywalk routes... Now, the first round of the TV series has concluded , the check-in craze brought by it continues to rise.
"A century-old legend" welcomes "the rich and powerful" again
Peace Hotel, a long-established five-star hotel in Shanghai, became popular again because of this TV series. It is reported that the "British Flower Suite" with a price of up to 22,800 yuan on New Year's Eve more than a month later and Valentine's Day in 2024 is fully booked on third-party platforms. Also showing "fully booked" is the "British Flower Suite" priced at 18,800 yuan per night for all Saturdays in January. The average room type at the Peace Hotel, which costs about 2,800 yuan a night, was labeled "hot special price" by the platform. Such consumption enthusiasm is rare even in Shanghai, where there are many brand hotels.
In the play, "Mr. Bao" played by Hu Ge has a long-term private room at the Peace Hotel, which costs 80 US dollars a night. Outside the show, this room with an area of 178 square meters and a view of the Huangpu River was renamed from the "British Suite" to the "British Flower Suite" and went on sale online on January 4. At the same time, Peace Hotel also launched a customized meal for two co-branded with "Flowers", including 7 dishes and 1 dessert such as mushrooms and cabbage, pork ribs rice cakes, etc. The total price of the meal for two after adding service charges is 1,702 yuan. Also outstanding is the afternoon tea at The Peninsula Hotel in Hong Kong. After being favored by many of Wong Kar-Wai's films, and with the popularity of "Flowers" still lingering, the Peninsula Hotel in Hong Kong is expected to welcome a wave of young movie fans during the Spring Festival.
Shanghai delicacies have become popular, and are "popular" both online and offline.
With the popularity of the TV series, many viewers, after watching the drama "Shangtou", follow it from online to offline and check out popular restaurants. For example, the "Zhizhenyuan" restaurant located on Huanghe Road in the play is based on the Mosshengyuan Restaurant Huanghe Road store. It has recently become a "new destination" for many citizens and tourists. Meituan and Dianping data show that in the past week, the search volume for "Moss Holy Garden" has increased by more than 13 times month-on-month, related reviews have increased by nearly 10 times, and the number of guide notes has increased by more than 13 times. Among them, the search volume of Taishengyuan Huanghe Road store increased by more than 17 times week-on-week, and the number of online store visits increased by nearly 14 times.
In addition to offline catering, online orders are also very popular. Reporters learned from Ele.me that one week after "Flowers" aired, pork ribs and rice cakes had become the top search item on the takeout platform, with search volume soaring 670%. Many merchants have also followed the trend and updated the "Farewell My Concubine" on the platform menu, and some restaurants have renamed "Dry Fried Beef River" as "Mr. Bao's Favorite".
"Flowers" also brings business opportunities to local businesses. The order volume of catering merchants on Huanghe Road has increased one after another, and time-honored stores such as "Yelai Restaurant", "Qianlong Restaurant", "Taikang Mooncake", "Peninsula Restaurant" and "Jiajia Soup Dumplings" have also become popular online dramas for young people. One of the popular choices. These restaurants and small shops increase their visibility and business by taking advantage of this opportunity to attract consumers.
The "Flowers" version of city walk is here, and you have to walk with an "accent"
During the period when the TV series was on the air, some of the place names that appeared in the show also attracted much attention. Some netizens discovered that some businesses took this opportunity to launch a "Flower" city walk (city walk) route related to the landmarks in the play, which can visit places such as Huanghe Road and Peace Hotel, and provide explanations in Mandarin and Shanghai dialect. Netizen
said that the places this route passes are indeed memories of old Shanghai. For example, Fuxing Park is one of the places that carries the fond memories of Abao's childhood in "Flowers". It is the only relatively complete French-style garden in my country and was recently rated as a national 3a tourist attraction.
The popular citywalk in Shanghai has added a number of new routes in the "Flowers" version. Searching for the keyword "Flowers citywalk" on Weibo has received more than 100 million views.Some of these routes are financial-themed, some are food-themed, some connect the small streets of Huangpu and Jing'an, and some focus on old buildings...
"Uncle Ye" is well received, and You Benchang has been in business for nearly 30 years without any bad information
The actor is in "Flowers" "A major topic of discussion, in addition to the familiar Hu Ge, Tang Yan, Ma Yili, etc., You Benchang, who plays the role of "uncle uncle", is even more popular. It is reported that You Benchang was 87 years old when filming "Flowers", but he was physically strong and still full of vitality and passion that are rare among young people. In addition, according to the Qichacha app, You Benchang has invested in three companies including Beijing Benchang Film and Television Culture Co., Ltd. in the past 30 years. He has no bad information in the past 30 years and is a real-life version of "Uncle Ye".
A two-way rush between film and television IP and cultural tourism
The popularity of "Flowers" has made Shanghai-style life popular, but this is not the first time that film and television IP and cultural tourism have gone "two-way." In 2023, after the TV series "Where the Wind Goes" was broadcast, Dali, Yunnan, as one of the filming locations, became popular again. Local specialties and intangible cultural heritage were fully displayed in the drama. In addition, the "wild" streets of Jiangmen, the nostalgic 1980s county town in "Life Movie City", the popular city Bengbu popularized by the "Beng Clan Princess", and the intricate and magical "fog" in "Thirteen Years of Ashes" "City...More and more movie fans are choosing to make a pilgrimage to the filming locations of the same movies and TV series."
If humanities are the tone of a city, then economy is the keynote of development. For today's cities and scenic spots, if they want to stand out from the attack of various Internet celebrity check-in places, cultural connotation and story bonus are becoming more and more important. Film and game linkages have refined the characteristics of many cities and polished their signboards. . A city completes a drama, and a drama makes a city popular. The linkage between film and television and tourism once again confirms the positive value of "film and television IP + city" to cultural tourism.
(poster news editor Wang Jinchuan comprehensive Shanghai release, Shangguan News, Blue Whale Finance, Jinyang.com, etc.)
