Chaoyang Park in Beijing has been lively lately. Five massive, 18-meter-high colorful spheres sit on the lake, drawing crowds of visitors eager to snap photos and check in on social media.

The spheres aren't random art — they're a special installation for fans of Taiwan rock band Mayday, ahead of their 12-concert run at the National Stadium, also known as the Bird's Nest, which starts on Friday. Each sphere represents one band member, and for many fans, it has become a must-visit spot.

Among those making the pilgrimage is Zhou Ying, a 32-year-old engineer in Shanghai. Earlier this month, she seized the opportunity to attend a friend's wedding in Beijing — and braved the city's sweltering 40 C heat to visit the park.

"I've been to Beijing many times, but this was my first time at Chaoyang Park — just to see the spheres," Zhou said. "It felt like a badge of honor."

For Zhou, who's followed Mayday for over a decade, their concerts are more than music. She was in the crowd when the band first played the Bird's Nest 13 years ago. She returned last year and has already secured tickets for two of their upcoming shows in August, when she will be back in Beijing.

On this trip, she plans to visit other Mayday-themed installations around the city, including fan merchandise pop-ups and lifesize caricatures of them scattered at tourist sites and malls. "It's not just about the concert anymore," Zhou said. "It's about exploring the city in a way that's tied to something I love."

In recent years, turning a city into a "concert destination" has emerged as a key strategy for boosting urban consumption. It has evolved into a collaborative effort: local governments provide policy support, tourism bureaus create themed spots, while shopping malls, restaurants, and hotels roll out joint marketing campaigns, and airlines and online travel platforms launch exclusive fan packages.

The result is a layered tourism ecosystem that transforms a single night of music into an extended experience — and a new engine for city branding.

Zhou knows this firsthand. Over the past two years, she has followed Mayday's tour to Wuhan, Hubei province, Tianjin, Hangzhou, Zhejiang province, and Harbin, Heilongjiang province. Each stop was an opportunity for her to explore local culture and contribute to the city's tourism economy.

"I always make time to visit local attractions and try the food," she said. "It gives me a sense of how people live there."

Unlike most tourists, Zhou makes it a point to seek out Mayday-themed pop-up stores and installations unique to each city. "They're a little different every time, so I want to see them all," she said. "And you meet other fans from all over the country. It's like stepping into Mayday Land — it makes me so happy."