"Why Throw This Away?" Limited Editions and Discounts Fuel the Revival of Paper Tickets [China.zip]

Benefits at Restaurants, Hotels, and Transportation with Paper Tickets
Marketing with Limited Edition Tickets Drives Consumption

Editor's NoteThis is a special series that ‘unpacks’ the essential stories behind the vast and complex economic, social, and cultural phenomena in China, delivering only the most interesting highlights.

Paper tickets, which disappeared a few years ago and had been replaced by apps, have recently reemerged in China as a medium to promote consumption by linking the cultural industry and commercial districts. When consumers buy tickets for performances or exhibitions, they can use these paper tickets as vouchers (or discount coupons) to enjoy benefits at local restaurants, accommodation, transportation, and other venues. Recently, the boom has intensified with the addition of unique designs, limited editions, and social networking service (SNS) marketing, driving what is now called the ‘ticket economy’ (票根經濟).

On July 29, China Central Television (CCTV) focused specifically on the current trend, reporting that “major cultural institutions and museums in Beijing have recently started releasing specially designed paper tickets that combine artistry and collectible value.”

Paper tickets have recently emerged in China as a consumption promotion medium linking the cultural industry and commercial districts. AI-generated image.

Limited Edition Designs Drive SNS Craze

China CCTV is reporting on the exhibition that gained popularity with paper tickets. Photo by China CCTV.

Recently, the Xu Beihong Museum has produced tickets with seven different designs inspired by horses. Only 400 randomly selected tickets are distributed daily, which has attracted a dedicated group of enthusiasts. One visitor to the museum said, “It’s fun to collect because new designs are released every month and they are sold in limited quantities. I enjoy visiting the museum itself, but ticket collecting has added a new source of enjoyment.” As more people post certification photos of their paper ticket collections on Chinese social media, some people are even interested in purchasing only the tickets themselves.

Digital technology is also being incorporated. Some exhibition tickets are equipped with near-field communication (NFC) features, allowing visitors to receive personalized guided tour services. It is also possible to create personalized tickets. One Peking opera memorial hall distributed commemorative admission tickets featuring Peking opera characters. A visitor said, “I visit the memorial hall about once a month, and I’m very satisfied just looking at the tickets.”

Zhang Ye, a professor at the School of Architecture and Art at Beijing Jiaotong University, analyzed that tickets have now gone beyond their basic function of admission. Professor Zhang explained, “For visitors, tickets have become important souvenirs, and for museums and other cultural venues, they have emerged as a new form of communication with the audience.”

A Core Element Promoting Cultural Tourism Consumption

Paper tickets have recently emerged in China as a medium to promote consumption by connecting the cultural industry and commercial districts. Limited edition tickets released at an exhibition. Chinese SNS.

Furthermore, paper tickets have now become a key factor in promoting cultural tourism consumption. As China’s Ministry of Culture and Tourism included ticket-related consumption in its 15th Five-Year Plan, the so-called "ticket economy" is being actively promoted nationwide. Cities such as Qingdao, Guangzhou, and Nanjing have been recognized for efficiently converting tourist inflows into consumption by leveraging tickets.

A representative case is last year’s Beijing International Film Festival. During the festival, a variety of discount events were held for ticket holders, attracting approximately 76.66 million visitors and stimulating consumption totaling 25.17 billion yuan (5.5666 trillion won).

Riding this wave, some Chinese cities are rolling out various connected services. In Chengdu, 785 affiliated establishments teamed up to ensure tourists could enjoy citywide benefits—such as transportation discounts, food and beverages, accommodation, and shopping mall perks—when visiting tourist spots, museums, exhibitions, performances, and sporting events.

Retro Sensibility Meets Guochao Trend

Paper tickets have recently emerged in China as a consumption stimulation medium that connects the cultural industry and commercial districts. AI-generated image.

On July 29, Sina Finance commented on this trend, stating, “The benefits offered by just a single ticket go beyond a simple visit—they add value to the very experience itself.” The report went on to emphasize, “We need to shift our thinking away from merely attracting tourists to using tickets as a tool for generating added value.”

This trend closely coincides with the retro sensibility currently popular in China. As iPhone 4 models, songs and items from 20 years ago are drawing attention, those born in the 1980s and 1990s have emerged as the main consumers, boosting the popularity of products that tap into their nostalgia. According to analysis by a Chinese consulting firm, the retro economy market size is expected to exceed 350 billion yuan (about 74.515 trillion won) this year and approach 600 billion yuan (127.74 trillion won) by 2030.

Experts believe that, alongside this phenomenon, the patriotic consumer trend known as "Guochao" (國潮—a national trend) that has swept across China in recent years is accelerating the ticket craze even further, and expect rapid growth to continue.

This content was produced with the assistance of AI translation services.