Lately, TianShui spicy hot pot has been taking the internet by storm, frequently topping the charts on various platforms. On Douyin, discussions around "TianShui spicy hot pot" and "Gansu spicy hot pot" have seen a continuous surge in views, collectively surpassing 1.5 billion, with over a hundred related topics.
Each hotly debated topic among netizens bears witness to the frenzy sparked by "a bowl of spicy hot pot igniting an entire city," drawing more attention to TianShui, a historical city in Gansu. Data from Douyin's lifestyle services reveals that over the past two weeks, orders for spicy hot pot in TianShui have surged by nearly 180%; across Douyin's platform, restaurant orders in the entire Gansu province have increased by 25% compared to the previous period.
TikTok's influence on purchase decisions has surged, with a whopping 180% increase in orders compared to the previous period.
Scrolling through TikTok, it's easy to notice that Gansu spicy hot pot retains the vibrant red hue of Sichuan spicy hot pot. The addition of starch products like potato noodles and wide noodles gives it a sticky texture reminiscent of northeastern spicy hot pot.
The standout feature of Gangu spicy hot pot is its intense spiciness. According to locals, Gangu chili peppers only tingle the lips. Known as the "hometown of chili peppers," Gangu in Tianshui, Gansu, benefits from a unique environment that produces thick-fleshed, oily, brightly colored, and aromatic chili peppers. The chili oil made from sun-dried peppers is so fragrant that it's said to make even shoe soles smell good.
Although a bowl of Gangu spicy hot pot may appear intimidatingly red, enough to make many spice-shy individuals stay away, those who dare to taste it will discover that the chili oil is fragrant rather than fiery. Upon closer examination, it reveals a rich aroma that delicately tantalizes the taste buds, rather than overwhelming them with intense heat, making it the epitome of spicy hot pot excellence.
A video check-in at a Sichuan-style spicy hot pot spot in Gansu goes viral with over a million likes.
According to a local netizen in Gansu, the hot pot joint there typically serves its dishes skewered on bamboo sticks for customers to pick and choose as they please. Once you've made your selection and handed it over to the boss, you can also order your preferred type of noodles – wide, leek, hand-pulled, thin, you name it, they have it. With a wide variety to choose from, each offering a different texture. After the dishes and noodles are cooked in a rich broth and drained, they're topped with minced garlic, peanuts, and more, then doused in the restaurant's homemade chili oil, filling the air with an irresistible aroma that wafts through the whole street.
The raging popularity of the Tianshui spicy hot pot is starting to show its impact on offline consumption. Data from the lifestyle service platform on Douyin shows that in the past week (from March 7th to 13th, 2024), restaurant orders in Tianshui city have increased by 15% compared to the previous week, with a 32% increase specifically in hot pot orders.
Netizens suggest ways for Gansu to maintain its popularity, and Tianshui is adopting a "spice-loving" approach.
As the craze continues, Tianshui Airport has even arranged a "Hot Pot Express" specifically to shuttle tourists eager to taste this authentic local delicacy. Local market regulatory authorities have also stepped up inspections of restaurants, aiming to ensure a safe and hygienic dining environment. Many locals have voluntarily formed a "Tianshui Car Fleet" to shuttle out-of-town visitors and show them the charm of the ancient city.
Local netizens are stepping up to promote tourism across various regions in Gansu.
Many online users are offering suggestions, urging Gansu's tourism industry to "get to work" and contribute ideas for making their hometowns the next top tourist destinations after Zibo and Harbin. Currently, many scenic spots in Gansu have launched discounted combo tickets, and Tianshui City will also host a special "Spicy Hotpot Festival" on March 16th. The festival will feature food tasting events, a spicy hotpot culinary competition, high-quality tourism routes, cultural performances, and other activities to enrich the tourism experience, attracting a large number of netizens to come and enjoy local cuisine and scenery.
Similar to the popularity of Zibo and Harbin, short videos have been the driving force behind the recent popularity of Gansu's spicy hotpot. According to the "2023 Douyin Tourism Industry White Paper," the number of Douyin users interested in travel exceeded 400 million in the first quarter of 2023. Short videos and live streaming have become efficient tools for promoting tourism, and they are often the preferred way for many netizens to discover delicious food and beautiful scenery, sparking their interest in travel.
