FUZHOU — When Kang Zhican, a 24-year-old primary school teacher, stepped into the ceramics cultural center in Dehua county, in Quanzhou, East China's Fujian province, he was instantly transported into a dazzling world where vibrant ceramic figurines of Mickey Mouse, Elsa and other pop-culture icons sparkled with artistry and whimsy, capturing his imagination like a real-life Disneyland.

"Big city trips are becoming less appealing. Young people like us would rather explore small towns to experience authentic local culture and understand how things are made," said Kang, who traveled with his cousin and her children from a neighboring county.

The cultural center, operated by Fujian Quanzhou Shunmei Group Co Ltd, a ceramic supplier for global brands such as Disney and Starbucks, offers more than just exhibits. Visitors can join guided factory tours and participate in hands-on DIY ceramic workshops, crafting their own souvenirs while gaining insight into industrial techniques.

"We see tourism as a valuable new revenue stream alongside our export business," said Zheng Pengfei, general manager of Shunmei Group, adding that the site saw a notable rise in the number of tourists this year.

With more than 4,500 ceramic enterprises, Dehua has long been known to the world as a production and export hub rather than a tourist destination. But the rise of "industrial tourism" among young Chinese is reshaping the town, bringing fresh revenue streams while lifting brand recognition of traditional manufacturing enterprises.

The industrial tourism wave is spreading across Fujian, where consumer goods manufacturing accounts for 42 percent of industrial revenue.

Once known primarily for their robust manufacturing sectors — from shoes and ceramics to food processing and machinery — cities in Fujian are now opening their factory doors to visitors, offering a glimpse into the production processes while boosting local tourism and brand recognition.

In Quanzhou's Jinjiang, a major manufacturing base for footwear and apparel, companies are embracing the trend to turn industrial sites into tourist destinations.

According to Yin Ruixiang, vice-president of the POP global innovation hub for sports fashion, a platform that empowers local shoemakers and apparel producers through digital tools and trend research, the firm is developing a complex that combines tourism and shopping, where visitors can customize products with AI-designed patterns and learn about manufacturing processes.

"Industrial tourism allows manufacturers to evolve from hidden suppliers into beloved brands," said Yin, noting that direct engagement turns casual visitors into brand ambassadors and provides valuable consumer insights for companies.

Jinjiang is also experimenting with unconventional branding venues, such as hosting fashion events on beaches where the sound of waves replaces a traditional soundtrack. "It's not just about selling products. It's about integrating brands into lifestyles and cultural narratives," Yin added.

According to the industry and information technology bureau of Quanzhou, the municipal government is promoting industrial tourism through policy support, including designing factory tour routes and subsidizing themed consumption events, with such initiatives already delivering tangible benefits to the local economy.

Even traditional Chinese medicine companies are joining the wave. At the Pien Tze Huang Museum in Zhangzhou, visitors can discover the history and production of one of China's most celebrated herbal formulas.

"The experience helps build brand trust and stimulates consumer interest by connecting people with the origins and traditions of TCM," said Lu Xiaoying, a marketing executive at Zhangzhou Pien Tze Huang Pharmaceutical Co Ltd. The museum attracts diverse groups, including students, academics and executive learners from top business schools, she said.

Yan Kaiyong, an official with Zhangzhou's industry and information technology bureau, said that industrial tourism is injecting fresh economic vitality into the city with deep industrial roots.

"This isn't just about nostalgia, it's a forward-looking strategy. As competition grows, companies must integrate culture into their identity, build distinctive brands and develop intellectual property," he said. "Industrial tourism enhances both their visibility and added value."

Xinhua - China Daily