The popularity of the TV series Northward has significantly boosted tourism to Kunshan, Jiangsu province, one of its primary filming locations. According to a recent seminar in Beijing, visitor numbers surged by 608 percent year-on-year during the Qingming Festival in early April.

Adapted from Xu Zechen's Mao Dun Literature Award-winning novel of the same title, Northward was watched by 670 million viewers on CCTV-1 and garnered 1.86 billion views on iQiyi. The series, set between 2000 and 2014, revolves around six families living along the Grand Canal, depicting their lives as their children mature and seek opportunities in Beijing. Its relatable themes, such as the gaokao (national college entrance exam), have deeply resonated with audiences, evidenced by the viral hashtag "Northward seems to be scrutinizing my teenage years," which amassed 2.62 million views on Sina Weibo.

The series' popularity has also sparked increased interest in travel to other filming locations like Huai'an, Suzhou, and Yangzhou, with travelers eager to experience the cultural and artistic elements showcased in the drama. Performances of pingtan, a local storytelling form, saw a 50 percent increase in shows. Kunqu Opera experience workshops experienced a 120 percent rise in enrollment, and on-site sales of traditional crafts like Wuxi clay figurines jumped by 90 percent, according to Ye Biaorong, chairman of Jiangsu Cultural Investment & Management Group Co Ltd.

Actor Ou Hao, who attended the seminar, shared that growing up near a seaside town in Fujian province helped him connect with his character, whose family relies on cargo business along the river. 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.