The popularity of the TV series "Northward" has significantly boosted tourism to Kunshan, Jiangsu province, one of its main filming locations. According to a recent seminar in Beijing, the number of visitors surged by 608 percent year-on-year during the Qingming Festival in early April. The series, adapted from Xu Zechen's Mao Dun Literature Award-winning novel of the same title, garnered 670 million viewers on CCTV-1 and 1.86 billion views on iQiyi, according to the producers.

Set between 2000 and 2014, "Northward" chronicles the lives of six neighboring families living along the Grand Canal. It explores their challenges and triumphs as their children mature and seek opportunities in Beijing. The series resonates with audiences due to its relatable themes, such as the gaokao, China's national college entrance exam. The hashtag "Northward seems to be scrutinizing my teenage years" has gained significant traction online, with 2.62 million views on Sina Weibo.

The show's success has also sparked interest in travel to other filming locations in Jiangsu, including Huai'an, Suzhou, and Yangzhou. Visitors are eager to experience the cultural and artistic elements featured in the series. Performances of pingtan, a local storytelling form, have seen a 50 percent increase in shows. Enrollment in Kunqu Opera experience workshops has grown by 120 percent, and on-site sales of traditional crafts, such as Wuxi clay figurines, have jumped by 90 percent, according to Ye Biaorong, chairman of the Jiangsu Cultural Investment & Management Group Co Ltd.

Actor Ou Hao, who attended the seminar, shared that his upbringing near a seaside town in Fujian province helped him connect with his character, a man whose family relies on the cargo business. Actress Bai Lu expressed her hope that the drama would inspire young viewers to understand the social transformations experienced by those living near the Grand Canal and encourage them to pursue their dreams.