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A scene from the dance drama Xi Shi. [Photo from Zhuji's bureau of culutre, radio, TV and tourism]

Zhuji, a county-level city of Shaoxing in East China's Zhejiang province and the hometown of the legendary beauty Xi Shi, is reviving her legacy through a citywide cultural tourism initiative that blends art, technology, and commerce.

From theater stages to social media, and from physical products to digital avatars, the city is building a multidimensional cultural brand ecosystem centered on the ancient figure.

In 2025, the original dance drama Xi Shi was staged at the National Centre for the Performing Arts in Beijing. The show presented Xi Shi's patriotism, with tickets selling moments after they went on sale.

Meanwhile, the digital of her, a virtual guide capable of offering interactive tours and commentary, has become a rising star on social media.

Zhuji has also launched the night-time attraction Encounter Xi Shi, which invites visitors to travel by boat while being accompanied by holographic projections of the beauty. The performance merges Yueju Opera vocals with modern music, creating an immersive experience that bridges tradition and innovation.

A co-branded Good Me milk tea drink made with locally grown Zhuji tea and using modern beverage techniques. [Photo from Zhuji's bureau of culutre, radio, TV and tourism]

The city's creative energy extends to its local brands. A co-branded Good Me milk tea product made with locally grown Zhuji tea and modern beverage techniques has become a popular must-try item, introducing younger audiences to the historical story of Xi Shi and tea.

By 2025, Zhuji had rolled out 77 products inspired by Xi Shi, ranging from wine to designer socks.

The city aims to expand the Xi Shi-related cultural initiatives beyond cultural and performing arts into film, and gaming.

A series of cultural and creative products inspired by Xi Shi. [Photo from Zhuji's bureau of culutre, radio, TV and tourism]