Over the past two decades, one in every 30 inbound tourists to Shanghai has watched ERA, the city's landmark resident acrobatic show at Shanghai Circus World, which celebrated its 20th anniversary on Sept 27.

Since its premiere in 2005, ERA has staged 6,471 performances, generating 810 million yuan ($113.7 million) in box office revenue and attracting 6.1 million spectators. More than 70 percent of them were overseas visitors from 73 countries and regions, according to Liang Hongjun, general manager of Shanghai Acrobatic Troupe.

Jointly produced by Shanghai Media Group, China Arts and Entertainment Group Ltd, and Shanghai Acrobatic Troupe, ERA launched an upgraded version, ERA 2, in 2021.

At the anniversary celebration, Shanghai ERA Culture Development Co Ltd, the show's operator, signed a strategic partnership with Shanghai Grand Dragon Travel Company to further expand overseas and attract more international visitors to Shanghai.

"ERA has successfully blended China's intangible cultural heritage with modern aesthetics, while bringing in international talent and cutting-edge technologies to revitalize the country's acrobatic traditions," said Ma Chencheng, chairman of Shanghai ERA Culture Development Co Ltd and president of SMG Live.

ERA has also built partnerships with more than 500 travel agencies worldwide, ensuring that about 300,000 overseas visitors to Shanghai watch the performance each year.

To further broaden its reach, the show plans to launch a long-term residency in Pattaya, Thailand, in 2026, according to Saroj Kanyang, chairman of Thai travel company TTN Plus, who expects over 70 percent of the audience to be local residents and 30 percent international visitors.

Sources: Jiefang Daily, Wenhui Daily