Shanghai's inbound tourism boomed this summer, as international visitors venture beyond the city’s traditional landmarks to experience its everyday life and local culture.

Data shows that Shanghai received a total of 5.32 million overseas tourists in the first half of this year, marking a year-on-year increase of 27.82 percent.

The trend gained momentum after Hollywood stars Tom Holland and Zendaya Coleman visited the time-honored noodle shop Wei Xiang Zhai during their promotional trip to Shanghai for Spider-Man: Brand New Day.

The shop has since introduced a set menu inspired by the couple's order, featuring its signature sesame sauce noodles, crispy fried pork chops, and beef soup, which has drawn crowds of international fans.

A restaurant staff member said overseas customers have increased markedly over the past year, prompting the shop to add English translations to its menus and provide staff with basic English training to serve international diners better.

Beyond Shanghai’s local noodle culture, spicy Chinese cuisine is also winning over international palates. Chef Fei, a popular chain known for its stir-fried pork with chili, has become a hotspot for South Korean tourists after famous K-pop star Park‌ ‌Bo-gum visited one of its Shanghai branches.

Hong Jun, manager of the Chef Fei branch on East Nanjing Road, said overseas customers now account for a growing share of patrons, with visitors from Southeast Asia making up the largest portion and South Korean tourists recording the fastest growth.

He recalled that one Thai family dined at the restaurant two or three times during a single trip to Shanghai.

The trend extends beyond food to everyday neighborhood services. A barbershop in Hongqiao town now attracts a clientele that is more than 95 percent foreign.

Owner Li Menghua, known to customers as Martin, arrived in Shanghai at 16 and has built a business where all staff communicate in English and accept a range of international payment methods.

Jessica, a regular customer from South Africa, travels an hour by taxi from Pudong for her appointments, saying she has recommended the shop to more than 20 friends visiting China for their first haircut.

Li said the shop offers weekly English training for staff and has adapted its services to accommodate different hair textures and aesthetic preferences.

Local markets and night bazaars are also emerging as attractions for visitors seeking a more immersive experience. Taikang Market near Tianzifang has become a destination for in-depth tours since a 2024 renovation added fresh food stalls serving local specialties such as wonton soup and scallion pancakes.

Yu Renjie, manager of Taikang Market, said international visitors arrive daily from Europe, North America, Japan, South Korea, and Southeast Asia, with some joining small tour groups and others wandering in after sightseeing.

Visitors from Russia and South Korea are also adding water towns such as Zhujiajiao to their itineraries, seeking a taste of Jiangnan culture beyond Shanghai’s urban core.

Source: Jiefang Daily