With the popularity of the suspense drama "Living by Borrowing Life", more and more people are visiting the main filming location, —— Muchuan County, to unlock the "film and television version".

This TV series, directed by Lu Chuan and starring Qin Hao, has not only won the hearts of audiences with its cinematic real-scene shooting and dramatic plot but also spread the scenic beauty and cultural depth of Mucun beyond its local boundaries. In anticipation of the upcoming "May Day" Golden Week, this small city in southern Sichuan is leveraging a deep integration of film, culture, and tourism to launch a series of "guest-friendly" initiatives. These efforts ensure that visitors can not only catch famous scenes from the show but also deeply experience the charm of Bamboo Country.

Film and television IP enables the transformation from "location" to "Internet celebrity check-in place"

In "Borrowed Life," the layers of forests in Mucuan Wuma Ping National Forest Park during autumn and winter, the vast expanse of emerald waves in Mucuan Bamboo Sea, and the bustling scenes on old streets have become the "visual calling cards" in the hearts of drama fans. Especially the —— original site of Wuma Ping Prison, which serves as the filming location for the prison, has attracted many visitors with its heavy industrial ruins and mysterious atmosphere.

Riding the wave of the "film and TV craze," Muchuan has centered its efforts on the filming locations featured in the TV series "Borrowed Life" (such as Wuma Ping Prison and Bamboo Sea Ancient Path) to create an "immersive show-watching check-in" cultural tourism IP. This initiative aims to attract fans and tourists to visit Muchuan during the "May Day" holiday. By leveraging short-term traffic to drive long-term cultural tourism brand value, Muchuan is transitioning from traditional sightseeing tours to a deeper experience model of "film + culture + tourism," establishing the image of "Film-Muchuan, Charming Cultural Tourism."

"Being captivated by the autumn forest colors of Wuma Ping while watching the show, I never expected that the emerald green of spring would be even more stunning!" an excited visitor from Chengdu said. To meet the needs of tourists, Muchuan County has specially launched a "Similar Check-in Route for 'Borrowed Life'," which includes scenes from the show such as Wuma Ping Forest Park and the Bamboo Sea Secret Realm, making it convenient for visitors to experience everything in one place.

Follow the "Wumeng Muge Cultural Tourism" official account for reservations. Take the tourist bus from Dajian Baihui Muyuan Square in Muchuan County to the entrance of Wuma Ping Prison, then take a free shuttle bus to reach the filming location. From May 1 to May 5, there will be four buses each day, departing at 8:00 AM, 10:00 AM, 1:00 PM, and 3:00 PM, with only 180 spots available per time slot (priority given to visitors from outside the county).

The integration and upgrading of culture and tourism has been upgraded from "sightseeing" to "immersive experience"

The audience has already felt the charm of Wuma Ping's colorful forests through this drama, but Mucuan's wonders go far beyond that. Veteran actor Zhu Ling, who plays a prison guard in the show, is well-versed in Mucuan's tourist attractions. The Shennu Mountain Bird Watching Base, the Bamboo Sea Summer Retreat, the Dragon Gate Grand Canyon thrilling rafting, and the live performance of "Wumeng Mu Song" are all ideal choices for holiday travel.

2023 Mucuan Bamboo Sea Mountain Trail Running

The newly upgraded 4A national scenic area, Mucuan Bamboo Sea, is hosting its first mountain cross-country race after the upgrade, set to kick off alongside the cultural and tourism feast on May Day. From track optimization to specialty dining, from cultural and creative markets to bamboo raft tea brewing, the scenic area presents a brand-new experience for visitors, blending "sports + ecology + culture."

At the same time, the cultural and tourism department of Muchuan County also seized the opportunity of the "film craze" to vigorously promote local study tours. The six study tour routes released cover themes such as tea culture, bamboo culture, farming, intangible cultural heritage, and science and technology innovation, skillfully integrating Muchuan's cultural heritage with its natural ecology.

According to the person in charge, Muchuan will accelerate the construction of a new pattern of cultural and tourism integration, actively explore a new model of "film and television + culture and tourism", realize the "traffic effect" of film IP to achieve "volume conversion", and transform the creativity of "poetry and distance" into the lasting attraction of urban development.

In recent years, Muchuan County has been actively promoting the integration of culture and tourism. It has successfully joined the "Great Bamboo Sea" and "Great Emei" cultural tourism development alliances in Sichuan Province, cultivating distinctive brands such as "Exploring the Bamboo Sea of Muchuan, Enjoying Longmen Rafting, Strolling through Taoyuan Mountain Retreats, and Admiring Wumeng Music." The "Visit Muchuan · I Oxygen You" cultural tourism IP has become deeply ingrained in people's hearts. In 2024, the county received 4.4798 million visitors, generating a comprehensive tourism revenue of 3.285 billion yuan, representing year-on-year increases of 30.16% and 29.85%, respectively. Ecological tourism in Muchuan continues to heat up.

The increase of VIP service will turn "traffic" into "retention"

As the May Day holiday approaches, the tourism boom is quietly surging. In order to let the majority of tourists experience a unique happiness in the May Day holiday, Muchuan County has made great efforts to create a unique cultural and tourism feast.

Mukun has prepared a unique cultural and tourism package for tourists, including the filming site of "Living by Borrowing Life", free admission to ten thousand mu bamboo sea, free viewing of the stunning live performance of "Wumeng Music" and exciting canyon rafting tour route.

To make visitors' journeys more comfortable and enjoyable, Muchuan County has launched a series of "guest-friendly" initiatives. Volunteers provide round-the-clock services at scenic spots, highway exits, and check-in points, offering guidance and emergency assistance to ensure a worry-free trip in Muchuan; admission-free access to the ten-thousand-mu bamboo sea, a stunning live performance of "Wumeng Mu Song," and free shuttle services from the filming location of "Jie Ming Er Sheng" with professional check-in guidance; free parking throughout the city (the new international multi-level parking lot is not free due to system issues).

Play the ecological card, take the unique path. From "borrowing drama to shine" to "long-lasting appeal and breaking through boundaries," Mucuan's practices have demonstrated the potential of cultural and tourism integration. A relevant official from the Mucuan County Culture, Radio, Television, Sports, and Tourism Bureau stated that in the future, they will continue to tap into distinctive scenic resources, focusing on the "Come to Mucuan · I Oxygen You" IP, developing new business models such as educational tourism and bird-watching economy, and launching regular, high-quality, and distinctive cultural and tourism consumption products, turning "traffic" into "retention." This May Day, Mucuan is inviting visitors from all over the country with the utmost sincerity to join a triple feast of "film + ecology + culture." (Text/Photo by Mucuan Media)