The upcoming drama Ten Days to the End (《十日终焉》), starring Xiao Zhan, has generated attention not only for its production but also for its impact on regional cultural promotion. Recently, discussions on Chinese social media have focused on a collaborative initiative between two cities—Chongqing and Qingdao—centered around the drama.
Chongqing, Xiao Zhan’s hometown, is known for its mountainous landscape and is often referred to as a “mountain city.” In contrast, Qingdao, located in Shandong Province, is a coastal port city with an established reputation as a filming hub. The drama is currently being shot at Qingdao’s Oriental Movie Metropolis, further linking the production to the city’s cultural infrastructure.
Ahead of filming, local cultural tourism authorities from both cities launched coordinated promotional efforts. Chongqing released a song titled “Mountain and Sea” prior to the start of production, while Qingdao followed with “Mountain and Sea: End.” These initiatives symbolically connect the “mountain city” and the “sea city,” using the drama as a narrative bridge to highlight regional identity.
The collaboration extends beyond symbolic gestures. In Qingdao, commercial spaces have reportedly begun featuring promotional content related to Xiao Zhan, contributing to a growing atmosphere around the production. The strategy reflects an effort to leverage the drama’s visibility and the actor’s influence to boost tourism appeal.
Online reactions have largely focused on the effectiveness of this approach. Many users noted Xiao Zhan’s strong market influence, pointing out that his previous projects have similarly contributed to increased attention toward filming locations. The current campaign surrounding Ten Days to the End is seen as a continuation of this trend, where entertainment content becomes a catalyst for broader cultural and economic engagement.
From an industry perspective, the collaboration between Chongqing and Qingdao illustrates how drama productions can extend beyond storytelling into regional branding. By aligning narrative content with geographic identity, local authorities are increasingly integrating media exposure into tourism strategies.
As filming progresses, Ten Days to the End is not only building anticipation as a drama but also demonstrating how star power and production scale can intersect with cultural promotion, shaping both audience interest and regional visibility.
