Delegates to the National People's Congress from Zhejiang have been discussing the cultural and economic impact of the Zhejiang-produced historical drama Swords into Plowshares.

During an open-group meeting of the Zhejiang delegation on March 6, representatives cited tourism data showing that Zhejiang received 24.7 percent more tourist visits during the Spring Festival holiday year-on-year, while comprehensive tourism revenue increased 26.5 percent, partly boosted by the popularity of the drama.

The series tells the story of the Wuyue Kingdom and its role during a period of division and reunification in Chinese history. Founded in 907 with Hangzhou as its capital, the kingdom at its height covered present-day Zhejiang and Shanghai, as well as parts of southern Jiangsu and northern Fujian. It lasted for more than seven decades before ending in 978, when its last ruler, Qian Hongchu (929-988), peacefully submitted the territory to the Song Dynasty (960-1279).

Deputies said the success of the drama reflects not only strong production quality but also the potential of integrating film and television with cultural tourism. Hangzhou has launched a series of themed activities titled "Travel Hangzhou with Swords into Plowshares", turning the show's popularity into immersive tourism experiences.

Some brands have also developed pastries inspired by foods favored by characters in the series, significantly boosting related product sales. Data show that during the Spring Festival holiday, tourist visits to locations where key storylines take place increased threefold year-on-year.

Zhang Jiangping, a deputy to the National People's Congress and chairman of Peacebird Group, said he is considering cooperating with the drama to develop fashion designs inspired by the series and make use of its long-tail cultural influence.