A scene of the musical Nan Kong. [Photo/Tide News]

A musical about the legacy of Confucius is bringing Quzhou's cultural and tourism appeal to audiences beyond China.

Nan Kong — also called Southern Confucianism, China's first original musical centered on Southern Confucianism — recounts the tale of Kong Zhu (1231–91), the 53rd direct descendant of Confucius, who gave up his noble title and returned to Quzhou in Zhejiang province to dedicate himself to promoting Confucian culture.

Quzhou has used the musical's national tour to explore a new model that combines theatrical performances with tourism promotion.

During the tour, a Nan Kong Market has been set up in theater lobbies, showcasing Quzhou's tourism attractions and local specialties. The city has also worked with online platforms to launch joint promotional campaigns involving Quzhou and the host cities. In 2026, related online topics generated more than 200 million views.

Quzhou has also offered temporary free admission and other incentives at scenic spots for residents of cities on the tour. According to incomplete statistics, the number of tourists from such cities visiting Quzhou doubled year-on-year in 2024. Nearly 10,000 tourists from seven cities on the tour visited in 2025, while the figure rose to nearly 20,000 in 2026.

To date, Nan Kong has staged 170 performances in 52 cities across 20 provinces, autonomous regions, and municipalities in China, as well as in Singapore and Malaysia.