In Qiqihar, the show's impact was immediate. Hashtags linked to the city surged past 100 trending entries across platforms, related videos drew nearly 50 million views, and the Zhalong Nature Reserve shot to No 1 on Fliggy's local attractions list, and remained there for 13 consecutive days.

On the day the fourth episode about Qiqihar aired, the show achieved its highest viewership of the season, ranking at No 1 on Tencent Video's reality show list.

By turning every game into a gateway to culture and every destination into a character of its own, together with local tourism bureaus, the third season of Natural High is redefining the mainstream game-based variety show.

The show's producer, Zhang Yu, explains that the most crucial goal of Natural High is to deliver joy.

"No matter how many seasons we make, we want viewers to feel genuine happiness through the show and believe, 'I can have this kind of joy too'. We hope to spark a sense of longing and inspiration," she says.

Guests feel the warmth of the culture, and viewers can more naturally and vividly sense the vitality of each place," Zhang says.