Pingtan rose to fame on Xiaohongshu aka Little Red Book, a holy grail for young trendsetters during the recent May Day holiday. According to Xiaohongshu, the number of travel pins on the platform has seen an 80% year-on-year increase over the holiday, showing a robust recovery. Among them, Pingtan emerged as one of people’s picks for travel destinations. Xiaohongshu is a Chinese social media app referred to as an upgraded version of Instagram and Pinterest sprinkled with a dose of Taobao.

“The hemline of my skirt trails with the glitter of the sea sparkles,” “Witness the magic of Pingtan’s sea sparkles with your soulmate”...Type in “Pingtan” and a list of posts and recommendations pops up.

Tourist Gao Yumin said that it was after reading relevant recommendations and making travel plans in advance that he could spend a happy May Day holiday in Pingtan.

According to Wang Wenhao, an official from the Tourism, Culture and Sports Bureau of Pingtan, the increased popularity of the sea sparkle" plays a part in promoting the tourism in Pingtan. Currently, the bureau is launching a series of marketing campaigns centering around sea sparkles online and offline.

“In partnership with Joyu Lvmama, a leading Chinese tourism platform, we held online marketing activities themed the “Pingtan Sea Sparkle”. And we will carry out tourism roadshows in 10 universities including Communication University of China and Tongji University to expand tourist-generation areas. Celebrities will also be invited to Pingtan to conduct livestreaming to attract more sea sparkle chasers,” said Wang Wenhao.

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