This diagram shows the flight path for tourists who book private space flights with XCOR Aeronautics. The $100,000 journeys will take travelers 103 kilometers above the planet, breaching the Karman line, space's official border. About 10 percent of bookings to date are by Chinese. [Photo provided to China Daily]

"We hoped to boost awareness in China via Taobao, which boasts tens of millions of users. We didn't expect to sell any tickets on the platform. But the results exceeded our expectations.

"Spaceflight isn't like buying a luxury brand car or visiting beaches to enjoy oneself. It's more like a challenge for one's mind and spirit."

Sheng Tianxing, whose name translates as Skywalker, like the hero of the Star Wars franchise, believes his discovery and purchase of the tickets on Taobao was, perhaps, written in the stars.

"Maybe it's God's plan," the 41-year-old says.

The tea trader from Zhejiang province has been a sci-fi fan since he was a village youth.

Sheng's parents chose the name, which less directly translates as "working to progress", from the ancient Chinese text Book of Changes.

Science fact, in addition to science fiction, also inspires Sheng's aspirations. The avid traveler, who has been to more than 20 countries, doesn't consider his space trip to be tourism.

"It's my way to show my respect for science and technology," he says.

"Science is a belief system. I marvel at scientific development. It makes anything possible."

He believes taking private space flights will become as common as riding in cars.

"It's the future," he says.

"Just think about the shock when the first car was produced a century ago. I hope in the future I can buy a space travel package provided by a Chinese company. And I believe that will happen."