The phrase "Hao Taitai" (meaning "very good" in the local dialect) from Xiangning County, Shanxi Province, has recently become a viral cultural and tourism IP, attracting widespread attention and turning into a new calling card for the region.
Originally a term of high praise in the local dialect, "Hao Taitai" has now evolved into a vibrant symbol for Xiangning’s tourism. In November, a catchy folk song titled "Hao Taitai," composed in the local dialect, gained immense popularity online. The song’s lyrics cleverly incorporate Xiangning’s landmarks and cultural elements, making it both distinctive and highly shareable.
The success of "Hao Taitai" reflects Xiangning’s strategic approach to standing out in the competitive county tourism market. By leveraging a relatable and memorable phrase, the campaign effectively bridges cultural gaps and fosters emotional connections with audiences. The song quickly trended on platforms like Douyin and WeChat, inspiring countless user-generated videos, parodies, and dance challenges, amassing over 75.03 million views.
Beyond digital engagement, the "Hao Taitai" IP has been integrated into offline experiences. During the Mid-Autumn Festival, Xiangning hosted its first Hollow Mooncake Competition, where local bakeries showcased creatively designed mooncakes infused with regional flavors. The event, coupled with live-streamed sales, boosted online mooncake sales by 20%.
At Yunqiu Mountain Scenic Area, interactive installations featuring the "Hao Taitai" slogan have become popular photo spots, even drawing curiosity from international tourists who mimic the dialect phrase.
Xiangning’s cultural heritage also plays a key role. In 2025, Xiangning folk songs were recognized as intangible cultural heritage in Linfen City, with 18 compositions winning provincial awards. The county’s cultural teams have actively promoted local traditions nationwide.
Officials highlight that the "Hao Taitai" campaign combines online content, offline experiences, and cultural innovation to create a multi-dimensional tourism brand. Future plans include launching themed merchandise, deepening ties with local products like wine and pottery, and organizing dialect festivals.
From a simple dialect term to a cultural phenomenon, "Hao Taitai" demonstrates how authentic local culture can unlock new opportunities in county tourism, inviting visitors to explore Xiangning’s scenic beauty, cuisine, and traditions.