3000万招聘NPC、最高年薪千万 景区疯抢“打工人”

Summary 1: The scenic-area NPC economy turns sightseeing into immersive interactive play and offers a new part-time direction ordinary people can try.

1. During this year's National Day holiday, many scenic areas added NPC interactions, such as reciting poetry with Li Bai, chatting with Turtle Immortal, and joining martial-world quests. The interactions are improvisational and unrepeatable, shifting the experience from ticking off landmarks to truly stepping into a role.

2. For those considering an NPC role, the basic monthly salary is about 3,500–5,000 RMB, rising to 5,000–12,000 RMB once you gain popularity; top earners can make 20,000–30,000 RMB per month. Full-time NPCs with their own traffic can earn over 4,000 RMB per appearance, and those who work multiple appearances during holidays can earn more than 100,000 RMB in a month.

3. A wild-man NPC role paying 200 RMB per day has low requirements and suits people who want to try first. To earn higher pay, you need to build skills, a persona, and a fan base, and amplify your influence through short videos and livestreams.

Summary 2: Behind the hype, rationality is needed: as the number of scenic areas grows and average revenue declines, tourists should prioritize areas with fresh content and strong operations. NPC income is concentrated in peak seasons and unstable, so assess the risks before entering the field.

Summary 1: The scenic-area NPC economy creates a new context for brands to build emotional connections with consumers, and emotional value is becoming a key differentiator for cultural-tourism brands.

1. User behavior observation: Young tourists no longer just check in at conventional attractions; they seek unique ritual experiences like city stamp collecting. A single fun interaction can determine their itinerary. NPC improvised interactions form exclusive experiences, making them ideal for content seeding and word-of-mouth.

2. Brand marketing insight: Brands can co-brand with scenic areas or popular NPCs, embedding products into interactions, travel photos, performances, and secondary consumption scenes. This gives the scenic area repeated exposure and gives the brand immersive recognition.

3. Channel and pricing: Scenic areas are adopting a combination of affordable tickets plus secondary spending on dining, cultural merchandise, and accommodation. Brands can treat scenic areas as new channels and advertising spaces, designing products around participation, sharing, and photo opportunities.

Summary 2: Representative cases and data:

1. Wansuishan Wuxia City deployed more than 2,000 NPCs, and its revenue grew from about 0.8 billion RMB in 2022 to 12.7 billion RMB in 2025. Hetou Old Street placed more than 300 NPCs along a one-kilometer stretch, driving a 150% increase in Tangshan accommodation orders and a 41.9% rise in dining consumption.

2. This shows that the emotional experience delivered by scenic-area content can be converted directly into secondary consumption such as accommodation, dining, and cultural merchandise. Brands should treat scenic areas as quantifiable marketing and sales channels.

Summary 1: The cultural-tourism industry is shifting from extensive scenic-area construction to operations of existing assets, which opens new growth markets and partnership windows for sellers.

1. Policy and regulatory signals: The number of A-level scenic areas has increased, but average revenue has declined. This year, more than 100 A-level scenic areas in 22 provinces have had their ratings revoked. Sellers should avoid one-off engineering projects and instead focus on the ongoing content and operations needs of scenic areas.

2. Growth markets: The NPC economy has boosted interactive performances, short-video distribution, travel photography, dining, cultural merchandise, and accommodation. Sellers can supply scenic areas with character props, Hanfu travel-photo packages, specialty dining, cultural souvenirs, or co-branded products developed around NPC personas.

3. Partnership approaches: Sellers can plug into scenic areas' secondary-consumption businesses, using NPC characters to design tasks such as stamp collections and banknote rewards that embed products into visitor flow. They can also leverage scenic-area short-video and livestream traffic for product sales and content seeding.

4. Risk warning: Visitor flows and hot trends are volatile. Situ Town received 2.2 million visits in 2025 and generated 350 million RMB in total revenue, yet still lost money. Before cooperating, assess the scenic area's real ability to retain visitors and its secondary-consumption structure to avoid betting on the wrong resources.

Summary 1: Scenic areas are introducing NPCs and live performances on a large scale, creating custom demand for factories to supply equipment and products for content experiences.

1. Product opportunities: Costume props such as ancient Hanfu, oil-paper umbrellas, and lotus-shaped baskets, as well as installations and lighting for performances like da tie hua (molten-iron fireworks) and live shows, will all be purchased repeatedly as scenic-area content is updated. Differentiated costumes for popular NPCs command higher premiums than standard souvenirs.

2. Design requirements: Young tourists value photo-taking, short-video sharing, and a sense of participation. Products should be attractive, lightweight, suitable for close-up interaction, and able to form recognizable visual symbols that match NPC personas.

3. Digital e-commerce implications: Scenic areas and NPCs attract traffic through short videos and livestreams. Factories can reach scenic-area procurement and individual NPC product promotion directly through online channels. However, trends change quickly, so small batches and fast reorders are needed.

Summary 2: Data reference: Wansuishan has more than 2,000 NPCs, and Hetou Old Street has more than 300 NPCs on a one-kilometer street, corresponding to large-scale scenery construction and prop supply. Factories can work with scenic areas and planners to build sample libraries or co-develop products, entering the cultural-tourism supply chain.

Summary 1: Scenic areas' pain points are clear, and the opportunity for service providers is to help scenic areas use content and talent to solve visitor retention and secondary-consumption conversion.

1. Client pain points: The average annual revenue of A-level scenic areas nationwide fell from about 40.85 million RMB to 32.63 million RMB. Situ Town received 2.2 million visits and generated 350 million RMB in total revenue but still lost money, because visitors left after watching the iron-flower show, overnight stays were low, and secondary consumption was insufficient.

2. Solutions: Providers can offer full-suite NPC services, including character planning, actor recruitment and training, persona packaging, improvised-script design, performance scheduling, as well as short-video account operation, livestream clipping, and distribution. They can connect interactive tasks with dining, travel photography, and accommodation into a consumption path.

3. Industry trends: The tourism-performing-arts market is expected to stage 198,700 shows and generate 17.442 billion RMB in box-office revenue in 2025, up about 6% year over year. The benchmark success of Wansuishan and Hetou Old Street will lead more scenic areas to allocate budgets toward content and talent.

Summary 2: Service providers should turn the NPC economy into a replicable product line rather than one-off projects. The focus is to help clients build real-person IP that continuously generates content and drives repeat visits, and to use platform data to measure exposure and consumption conversion.

Summary 1: Platforms play a key role in the scenic-area NPC economy through traffic distribution, real-time transactions, and content-driven seeding.

1. Demand and issues: When scenic areas are flooded with visitors, platforms need to promptly publish stop-sale and capacity-limit notices (for example, Wansuishan stopped ticket sales for five consecutive days during the National Day holiday). Tourists rely on platform rankings like Meituan to make decisions. Platforms must handle ticket reservations, visitor-flow alerts, and carrying-capacity warnings for popular scenic areas.

2. Platform approaches and opportunities: Short-video and livestream channels are the main arenas for popular NPCs to break out and for scenic areas to achieve secondary spread. Platforms can launch NPC live-interaction specials, livestream sessions, virtual tipping, and check-in maps, converting content traffic into ticket sales, travel photography, and peripheral merchandise sales.

3. Operations and management: Platforms can design stamp-collection, silver-note, and package benefits around NPC characters to help scenic areas extend visitor dwell time. For high-traffic events, they should provide capacity-limit and diversion tools to avoid overcrowding that hurts the experience.

4. Risk avoidance: Platforms must verify promotional content from scenic areas and internet-famous NPCs to prevent fake seeding. They should stop recommending abandoned or delisted scenic areas to protect user trust.

Summary 1: The scenic-area NPC economy reflects a new shift in cultural tourism from resource orientation to content orientation, making it a valuable business-model sample for in-depth research.

1. New industry trends: The number of A-level scenic areas has increased by 4,592 in six years, while average annual revenue per scenic area fell from about 40.85 million RMB to 32.63 million RMB. Many A-level scenic areas across regions have been delisted. Oversupply and operational divergence coexist, forcing scenic areas to rely on content and talent to create new demand.

2. Business model: Wansuishan adopted an all-staff-NPC approach with collaborative storytelling, lifting revenue from about 0.8 billion RMB in 2022 to 12.7 billion RMB in 2025, including 4.8 billion RMB from secondary consumption. Hetou Old Street placed more than 300 NPCs along a one-kilometer street, driving substantial new accommodation and dining businesses in the surrounding area. This content-heavy, strong-secondary-consumption, social-media-driven model is being replicated.

3. New issues and implications: NPC has become a new occupational form, but income is volatile and concentrated in peak seasons. Scenic areas' high spending on recruitment does not necessarily solve low overnight stays or losses. Policymakers need to improve protection for new occupations, ensure compliance of performance content, and implement dynamic evaluation of scenic areas to avoid blind imitation.

Summary 2: Changing consumer demand is the core variable. Young tourists treat unique interactions as city stamp claims. In 2025, the tourism-performing-arts box office reached 17.442 billion RMB, up 6.43% year over year, showing that emotional experience has become a major component of tourism consumption.