Trending Now: China's Social Media Highlights #29September-5October#

Weibo

South Korea Tourism “Loses its Shine” Chinese travellers are increasingly disillusioned with South Korea, citing a mismatch between expectations and reality. Complaints range from outdated infrastructure and overpriced dining to safety concerns and discriminatory incidents. Despite this, Chinese visitors still accounted for over 37% of Korea’s tourism revenue in 2025 H1. Read more

Reverse Tourism During Golden Week While popular attractions saw queues of five hours or more during the October holiday, an emerging trend saw families turning to indoor urban experiences. This approach offered convenience, food perks, and child-friendly leisure, highlighting a fresh perspective on holiday travel. Read more

The J-Type and P-Type Travel Partner Debate Weibo buzzed with discussion on travel personalities: J-types bring structure and execution, while P-types add spontaneity. Surveys show 90% of Chinese prefer travelling in groups, with harmony hinging on respect and balance between these two mindsets. Read more

Douyin

Shopping Frenzy in Hong Kong Douyin users showcased Hong Kong’s enduring retail magnetism, particularly among female travellers. In July–August 2025, Hong Kong welcomed 17.8 million mainland tourists, with retail sales up 2.4% year-on-year. Shopping remains an inescapable part of the experience. Read more

Holiday Consumption Boom Golden Week data reveals over 800 million trips, a 60% surge in outbound tourism, and growing popularity of 3-hour high-speed rail escapes. Small-group and immersive tours have become mainstream, reflecting a diversified travel economy. Read more

Xiaohongshu

Reverse Travel Hotspot: Kuala Lumpur & Singapore Xiaohongshu influencers championed a low-key but high-reward National Day escape: Kuala Lumpur’s hidden gems paired with Singapore’s cosmopolitan flair. With easy visas, reasonable costs, and foodie appeal, this cross-border duo offered a stylish alternative to crowded domestic attractions. Read more

Baidu

First Impressions of Russia’s Visa-Free Travel The China–Russia mutual visa exemption policy boosted searches for Moscow (+80%) and St Petersburg (+270%). Early travellers reported cultural highs but consumer frustrations, yet the influx pushed border crossings up 9.1% during Golden Week. Russia has rapidly become a top destination for Chinese outbound tourism. Read more

Zhihu

Why Travel During Golden Week Despite the Crowds? Zhihu discussions explored China’s concentrated holiday system, contrasting it with nations like Japan and Korea, where more flexible annual leave reduces congestion. Without structural reform, “work all year, squeeze during holidays” remains China’s reality. Read more

Is Retirement Travel Worthwhile? With seniors accounting for 20% of total tourists, “silver-haired travel” is no longer niche. Nearly half of outbound long-haul bookings during Labour Day were made by over-60s, signalling a booming market in elder-friendly travel products. Read more