Zibo has become a social media star for its distinctive barbecue style. Now the city is overrun with visitors.
The flame-shaped neon archway was visible from miles away, which was good since there was little other reason for anyone to be in that part of town, an expanse of fields outside an industrial city in eastern China.
A barbecue meat skewer mascot in Zibo, China, May 2, 2023. Zibo, an otherwise ordinary industrial city in eastern China has been overrun with visitors after becoming a social media star for its distinctive barbecue style. Zhang had traveled 500 miles from Shanxi province – not a journey she had ever considered before, though Zibo was a friend’s hometown. “I thought it seemed like a very ordinary place,” she laughed.
The cheap prices were also a draw – skewers start at 15 cents at the most popular restaurants – so other young people began flocking to town. Influencers followed. Li Yang, a local, snagged a table around 6 pm, after having lined up at 3am. His commute to his job at a steel company was now clogged with traffic. But he didn’t mind.
Still, some locals secretly profess a desire to see their hometown’s sudden fame ebb, at least a little.
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