A low-budget film spoken in the Chaoshan (Teochew) dialect has unexpectedly emerged as one of the biggest box-office successes of the year on the Chinese mainland, triggering a significant surge in tourism across the Chaoshan region of Guangdong Province.
The film, titled Dear You, has captivated audiences nationwide through its poignant exploration of love, sacrifice, and the enduring strength of family ties. Eschewing A-list stars, massive marketing budgets, and high-end special effects, the production has instead found success through cultural authenticity and deep emotional resonance, turning it into a genuine cultural phenomenon.
As of early June 2026, the film has grossed more than 1.5 billion yuan ($221.6 million), ranking as the second highest-grossing film on the Chinese mainland so far this year. Due to sustained domestic demand, the film is scheduled to remain in theaters through June 30. Its success has also caught the eye of international distributors, with overseas releases expected in several countries in the coming weeks.
Beyond the ticket booth, Dear You is fueling a wave of "film-inspired tourism." Viewers are increasingly traveling to the movie's filming locations throughout the Chaoshan region, specifically visiting the cities of Shantou, Chaozhou, and Jieyang to experience the atmosphere depicted on screen.
Set in the 1940s, the story follows Zheng Musheng, a man who leaves his family to travel to Southeast Asia to escape the turmoil of war and forced military conscription. While working in Malaysia and Thailand, Zheng faithfully sends letters and remittances home to support his wife, Ye Shurou, who raises their three children alone. The narrative takes a heartbreaking yet hopeful turn after Zheng's untimely death, as his friend Xie Nanzhi quietly continues to write letters and send money to Ye Shurou for nearly two decades, preserving a sense of companionship and hope across generations.
The success of Dear You highlights a growing appetite for authentic, localized storytelling that celebrates regional identities while touching upon universal human emotions, providing a significant economic and cultural boost to the Chaoshan region.
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Box-office hit sparks tourism boom in south China's Chaoshan region
cgtn.com
