The timeless Chinese folklore of Madam White Snake is set to enchant audiences once again with the upcoming release of the animated film White Snake: Afloat. Scheduled to premiere in cinemas across the Chinese mainland on August 10, the film coincides with this year’s Qixi Festival, a traditional celebration of love akin to Valentine’s Day.
Set against the backdrop of the Southern Song Dynasty (1127-1279), the legend of Madam White Snake has been a cultural cornerstone, inspiring countless adaptations in theater, film, and television. The tale weaves a story of love, magic, and sacrifice, resonating deeply with themes celebrated during the Qixi Festival—the annual meeting of the cowherd and the weaver girl in Chinese mythology.
White Snake: Afloat brings a fresh visual approach to the classic tale, employing cutting-edge animation techniques that highlight the richness of Chinese artistic traditions. The film’s release is generating excitement not only among moviegoers but also within the tourism industry. Travel agencies report a surge in bookings to Hangzhou and other locations featured in the legend, as fans seek to immerse themselves in the story’s historical settings.
Local businesses anticipate an uptick in visitors during the festival period, with cultural events and performances planned to celebrate both the film and the enduring legend. Economists suggest that the film could have a positive impact on regional economies by promoting cultural tourism and increasing demand for hospitality services.
Scholars and cultural enthusiasts view the film as an opportunity to promote Chinese folklore on a global stage. “This adaptation has the potential to introduce the rich tapestry of our legends to international audiences,” said Professor Li Wei of Beijing University. “It underscores the universal themes of love and sacrifice that transcend cultural boundaries.”
As White Snake: Afloat prepares to make its debut, audiences and businesses alike are poised to embrace the cinematic retelling of a story that has captured hearts for centuries, reaffirming the legend’s place in both Chinese culture and the broader tapestry of world folklore.
