Jiyuan pushes to become global center of Monkey King culture

The small city of Jiyuan, Henan province, drew Monkey King fans from across China last week as it hosted the second Great Sage Cultural Arts Week and the 2026 China Monkey Mountain Monkey King Competition. An organizer told China.org.cn the city aims to become a global hub for Monkey King culture.

Li Qingjun and Liu Xiaolingtong at the opening of the second Great Sage Cultural Arts Week and the 2026 China Monkey Mountain Monkey King Competition in Jiyuan, Henan province, May 19, 2026. [Photo provided to China.org.cn]

Li Qingjun, chairman of Henan Wangwu Cultural Tourism Group, said this year's event was bigger and more diverse than the first, highlighted by a "Journey to the West" cultural industry exchange conference drawing managers of scenic destinations and enterprises from across China connected to the fantasy classic "Journey to the West" and its iconic TV series.

"Representatives of these destinations gathered at this platform to communicate with us and jointly explore how to expand the cultural industry chain," he said. "For example, at the conference we held on May 22, we exhibited more than 1,000 types of cultural and creative merchandise related to 'Journey to the West.'"

Li said the "Journey to the West" IP has grown into a cultural industry worth an estimated 100 billion yuan ($13.8 billion). He also highlighted the launch of a dedicated cultural industry park in the city and the formation of an industry alliance around the IP.

"Through this alliance, we can plan activities such as retracing the 'Journey to the West' TV series filming locations, joint development of merchandise, and interaction of performance programs among these destinations," he envisioned.

Li added that only through this can cultural tourism move beyond working in isolation. "It is about the integration of the industrial chain, the synergy of the functions of all the scenic destinations, and the complementarity of resources that better empower the development of each scenic destination," he said.

The cultural industry park in Jiyuan will be the country's first professional platform for the IP. It will focus on merchandise development, performance creation, digital experiences and industry incubation, building a complete ecosystem across R&D, production, exhibition, trading and experience.

Representatives of companies sign deals to explore "Journey to the West" cultural tourism at a cultural industry exchange conference in Jiyuan, Henan province, May 22, 2026. [Photo courtesy of Henan Wangwu Cultural Tourism Group]

Events during the week included a Monkey King performer competition, a showcase of regional monkey opera styles, a talk by actor Liu Xiaolingtong and book signings by cast members of the 1986 TV series, capped by the opening of the Great Sage Culture and Art Museum. On May 24, the Jiyuan Demonstration Area held a gala with the original cast and crew to mark the series' 40th anniversary.

Much of the draw came from Liu Xiaolingtong, who has thrown his weight behind local efforts to promote Monkey King culture. Wulongkou Scenic Area, known as China's Monkey Mountain, is home to more than 4,000 wild macaques — a natural fit for the actor, who has long championed wildlife preservation.

Shaoxing opera "Havoc in Heaven" is performed at a Monkey King opera showcase in Jiyuan, Henan province, May 22, 2026. [Photo courtesy of Henan Wangwu Cultural Tourism Group]

"This is a combination of ecological culture and monkey opera culture," Li said, noting that Liu Xiaolingtong, whose real name is Zhang Jinlai, was impressed by the macaque protection work and the local government's commitment to developing Monkey King culture.

The actor has brought resources from multiple industries to the city, serves as its cultural tourism ambassador and has donated pieces from his personal Monkey King collection to the newly opened museum.

To build a world-class Monkey King cultural center, Jiyuan still has work to do. It currently lacks direct transport links for visitors, but Li said the government is addressing that with a high-speed railway now under construction.

The city is also drawing on broader cultural roots. It is considered one of the origins of Chinese creation mythology, home to the legend of Nyuwa, the goddess said to have restored the sky and humanity, and the setting of "The Foolish Old Man Removes the Mountains," a classic fable about perseverance.