Recently, the internet buzzword "Chinamaxxing" has become popular on overseas social media platforms.

It refers to an immersive experience of Chinese daily life, and related topics have been viewed over 4 billion times.

In recent years, overseas young people's travel to China has been quietly changing: from superficial city sightseeing to in-depth "Chinamaxxing" lifestyle experiences. Tourists are no longer limited to checking off scenic spots, but yearn to immerse themselves in local daily life, drinking tea, enjoying wellness activities, and strolling through the streets and alleys.

According to data from Flightradar24, Chengdu ranked fourth among the most popular inbound destinations in China in July this year. Its relaxed and vibrant atmosphere, the blend of tradition and modernity, and its continuously improving inbound service facilities make Chengdu a top choice for overseas tourists seeking a "Chinamaxxing" experience.

Let's go to Chengdu

Go to "Be a Chengdu Resident for a Day"

This summer, Chengdu has once again seen a peak in overseas tourist traffic: According to statistics from the Sichuan Border Inspection Station, as of July 31, 2026, the number of foreign tourists entering Chengdu through its air ports this year reached 570,000, an increase of 37.9% year-on-year; 450,000 foreigners entered the city visa-free, accounting for 78.8%.

Several inbound tourism operators in Chengdu reported that the proportion of independent foreign tourists increased by more than 60% this summer, and inquiries and orders for immersive itineraries that integrate health and wellness, local life, and daily living have increased significantly.

In the past, foreign tourists' itineraries in Chengdu were very fixed: the Giant Panda Base, Kuanzhai Alley, Jinli Ancient Street, Jiuzhaigou... Now, more and more foreign tourists are actively breaking away from traditional sightseeing routes and are looking forward to "being a Chengdu local for a day".

Foreign tourists are enjoying kayaking at Xiling Snow Mountain. (Photo courtesy of Xiling Snow Mountain)

Why did these changes occur?

Unlike the noisy and crowded tourist hotspots, Chengdu's everyday life is inherently inclusive. There are no deliberately created performance-style scenes. Chatting in teahouses, strolling along the river, and shopping in the farmers' market are all unadorned daily activities that perfectly meet the imagination of overseas netizens about "Chinamaxxing".

On overseas social media platforms, short videos of tourists enjoying tea, ear cleaning, and night market snacks in Chengdu have quickly gone viral. For overseas Gen Z, this relaxed, peaceful, and down-to-earth lifestyle is both novel and therapeutic.

At a qipao shop near the Chengdu No. 44 Middle School vegetable market, the owner, Chen Hong, said that the number of overseas customers has increased significantly in the past three months.

The store's monthly profit is stable at 30,000 to 50,000 yuan, with overseas orders contributing nearly 30%.

The Heming Tea House in People's Park is a top choice for foreign tourists to experience the "leisurely" atmosphere of Chengdu. (Map from the WeChat official account "Culture and Tourism Chengdu")

She said, "Foreign tourists don't just want to wear the cheongsam; they want to experience the process of taking measurements and how to sew the buttons. They buy merchandise in the souvenir shops at tourist attractions, but what they buy here is the experience of life in Chengdu and their cultural confidence."

Last year, on the Xiaohongshu platform, there were over 30,000 posts related to "Chengdu vegetable market qipao shop", which boosted the search volume for "Chengdu vegetable market" by 227% year-on-year.

Amid the "Chinamaxxing" craze, traditional Chinese health preservation is the most frequently mentioned keyword. Drinking hot water, soaking feet, traditional Chinese massage, and practicing Baduanjin (Eight Pieces of Brocade) are all popular among young people overseas, who enthusiastically embrace the concept of traditional Chinese health preservation. Chengdu, with its rich resources of Sichuan-style traditional Chinese medicine, has formed a differentiated cultural tourism advantage.

This fondness for Sichuan-style health and wellness was also evident at the international event. The recently concluded APEC Digital Week, with its packed agenda and several days of intense meetings, left many foreign guests with strained necks and shoulders, and physical and mental fatigue. Chinese massage became a popular choice for guests to relieve stress. At the event, long queues formed in front of the traditional Chinese medicine massage booths, and Chengdu's traditional Chinese medicine massage unexpectedly gained widespread popularity thanks to this international event.

Foreign guests experience traditional Chinese massage during APEC Digital Week. (Photo by Cover News reporter)

"This is practically a must-have for conference attendees." Lee Pei Jin, a guest from Klang, Selangor, Malaysia, praised the massage after his experience. A long-time user of various massages, he believes that Chengdu TCM massage is more professional, has a more prominent advantage in targeted conditioning, and boasts a complete system. "With a tight schedule these past few days, leaving early and returning late, my body has been constantly tense. After a massage, the fatigue dissipated, and I felt completely relaxed."

A massage experience captivated many foreign guests, making them fans of Sichuan-style traditional Chinese medicine and wellness. Many guests lingered after the experience, stopping at the booth to learn about herbal teas, examine herbal essential oils, herbal sachets, medicinal pillows, and other wellness products, developing a strong interest in Chengdu's concept of food and medicine sharing the same origin and immersive wellness practices.

A single day can "travel through a thousand years".

Diverse scenarios construct an inbound tourism ecosystem

If the vibrant everyday life of the city creates a lively atmosphere for "Chinamaxxing," and traditional Chinese medicine and wellness provide a differentiated and unique experience, then the urban character of Chengdu, where traditional heritage and modern trends coexist harmoniously, is the underlying support that allows Chengdu to continue attracting tourists from all over the world.

Here, visitors can not only touch the millennia-old cultural heritage but also encounter cutting-edge trends, finding a place for all their diverse needs.

The Wuhou Temple, steeped in the history of the Three Kingdoms, and the Du Fu Thatched Cottage, imbued with a thousand years of poetic charm, are home to a wealth of intangible cultural heritage, including Shu brocade, lacquerware, and Sichuan opera. Foreign tourists can visit the Sichuan opera theater to watch face-changing and fire-breathing performances up close, and step into intangible cultural heritage workshops to experience Shu embroidery techniques firsthand.

The old teahouse in Chengdu (image courtesy of the WeChat official account "Culture and Tourism Chengdu")

The weighty history is no longer just cold words on a page, but has been transformed into a vibrant cultural experience that is participatory, perceptible, and interactive.

The blend of traditional charm and urban trendiness creates a unique urban allure. Overseas tourists can explore cultural and historical sites in the morning to trace the origins of history, spend the afternoon relaxing in an old teahouse, and experience the vibrancy of the city at night by visiting trendy shopping districts. Taikoo Li and Chunxi Road organically integrate Tang and Song dynasty neighborhoods and modern commerce, with naked-eye 3D screens, digital cultural and creative products, and trendy flagship stores forming a cohesive whole, seamlessly connecting diverse scenes and enriching the travel experience for inbound tourists.

Beyond its profound cultural heritage, Chengdu's inherent openness and inclusiveness further impress travelers from afar.

In May of this year, a short video of a street performance went viral online: under the shade of trees, citizens spontaneously staged an open-air "wild concert." Two foreign tourists stopped to watch, and the elderly musicians playing the pieces spontaneously switched to "Jingle Bells." A delighted young foreigner was invited to join in and dance to the melody; as they were leaving, the band played "Auld Lang Syne" to bid them farewell.

The lively music transcends national borders, language barriers, and age barriers. Tens of thousands of netizens left comments expressing their feelings: Chengdu people's relaxed and inclusive nature is ingrained in their bones. There was no rehearsal; it was full of genuine emotions.

The local residents are warm and friendly, and the relaxed and inclusive community atmosphere makes it easier for foreign tourists to integrate into daily life. Many tourists return to Chengdu time and time again, transforming from short-term tourists into long-term residents. Overseas bloggers who visit year-round continuously share glimpses of life in Chengdu on social media platforms, spontaneously forming a chain of dissemination that constantly attracts global travelers to Chengdu, continuously fueling the "Chinamaxxing" craze.

Cool and convenient

The processing time for a single tax refund has been reduced to as little as 3 minutes.

Why are foreign tourists willing to slow down and deeply experience Chinese life in Chengdu?

A convenient and user-friendly travel and consumption environment is a key source of confidence. Over 90% of Chengdu's major commercial districts support international credit card payments, and foreign tourists can also conveniently use Alipay and WeChat Pay. More than 200 "instant tax refund" stores have been set up in core commercial districts such as Chunxi Road, with single tax refunds processed in as little as 3 minutes.

Chengdu's urban consumption vitality continues to surge, with its "first store economy" maintaining positive growth for six consecutive years, and the cumulative number of first stores opening in the city exceeding 4,800. Data shows that in 2025, Chengdu received 2.38 million inbound tourists, a year-on-year increase of 44.3%, ranking fifth nationwide in total inbound tourism spending.

"I've been to Chengdu three times already, and I hope to settle here in the future." British tourists Benjamin and his wife Ryan were deeply attracted by the convenient shopping environment, the rich and diverse range of goods, and the inclusive and relaxed urban atmosphere.

Foreign tourists taking photos and checking in at Chunxi Road in Chengdu. (Photo courtesy of the WeChat official account "Culture and Tourism Chengdu")

Meanwhile, the pleasant environment further amplified the city's appeal. This summer, "China Cool" became a popular phrase among overseas travelers, with its cool and comfortable climate attracting a large number of foreign tourists seeking respite from the heat.

Since July, Xiling Snow Mountain Scenic Area has seen a 27.98% year-on-year increase in visitor numbers and a 25.05% year-on-year increase in tourism revenue. Many Southeast Asian tour groups have flocked to the area to escape the summer heat, where the average temperature is 23°C. Jiuzhaigou is also experiencing a surge in bookings; in the 14 days following August 6th, the scenic area received 3,515 bookings from inbound tourists. The clear lakes and tranquil valleys have garnered praise from international visitors suffering from the sweltering heat.

The warmth and thoughtfulness extend beyond suburban scenic areas to the city itself.

Chengdu Metro has opened public cooling areas in all 489 stations across its network, equipped with seating and dynamically adjusting the air conditioning temperature according to the ambient temperature. Foreign blogger "chloe from Yangmijia" exclaimed, "Air conditioning is everywhere in China! It's so luxurious!"

Convenient service facilities, a pleasant urban environment, and an inclusive cultural atmosphere complement each other, allowing overseas tourists to relax and experience authentic Chinese daily life without having to rush. As "check-in tourism" gradually cools down, cities like Chengdu are seizing the opportunity presented by the "Chinamaxxing" trend.

This place offers not only famous scenic spots, but also a tangible, experiential, and immersive local lifestyle.

It is this vibrant, everyday life that is the most vivid and three-dimensional Chinese story that can be continuously told to the world.

(Source: Cover News reporter Yang Ruiwen)