Why China's young people are flocking to assembly line for kicks

Forget about Ferris wheels! On a recent Saturday in Xianning, a charming city tucked away in central China's Hubei Province, 29-year-old Liu Cheng spent her afternoon wandering through a beverage factory. Around her, young visitors snapped selfies in front of humming production lines and sipped sodas fresh from the tap.

For the price of a cup of coffee, she had swapped cotton candy for conveyor belts and roller coasters for the rhythmic hum of bottling machines in one of China's "industrial Disneylands," where soda flows freely and curiosity bubbles over.

This scene is part of a growing trend of industrial tourism in China. From automobile factories and artisanal breweries to cutting-edge robotics labs, more visitors are eager to check out these vibrant centers of innovation and production.

Families are also fueling the factory tour craze. In March, Zhao Meng, a Wuhan resident, took her 7-year-old son on a trip to Liuzhou, south China's Guangxi Zhuang Autonomous Region, and set aside half a day to visit a local factory of luosifen, or river snail rice noodle. For 35 yuan (4.9 U.S. dollars), they followed the life of a noodle from gloppy batter to vacuum-packed luosifen, all behind glass walls.

The boy watched in fascination as robotic arms expertly sorted ingredients, while noodles glided smoothly along the conveyor belt from preparation to packaging. After the tour, the pair joined a DIY session, boiling a custom bowl of the pungent delicacy.

"It was nothing like watching science videos, and this was like walking into a hands-on encyclopedia," Zhao said. As her son followed the journey from raw materials to finished product, big ideas like "how things are made" suddenly clicked.

Factory tours have a long history in many developed countries, dating back to the Industrial Revolution. In China, however, the practice is relatively new. Since the early 2000s, a handful of flagship manufacturers, especially in the automotive sector, have hosted government and corporate visitors.

Today, under a government push to promote industrial tourism, more factories are throwing open their doors. Since 2022, China's Ministry of Culture and Tourism has designated 122 national industrial tourism sites, with tours now spanning everything from heavy machinery to snack foods, fashion and biopharmaceuticals.

Another major driver behind factories opening their doors is the rise of technology. As production lines grow more automated and intelligent, the old tension between output and outside eyes is fading. Companies, once wary of disruptions, now see an opportunity to showcase sleek floors and robotic precision. Zhao is struck by today's visitor-ready plants: spotless spaces, machines in motion, and hardly a worker in sight.

Industrial tourism is fast becoming a tool for brand-building. "When consumers walk into a factory and see spotless floors and advanced automation, it boosts their confidence in the brand and its products," said Zhang Yan, an associate professor at East China Normal University who studies the topic. "It can turn curiosity into loyalty."

That view is echoed by Zhou Wenling, who oversees the Luobawang (or No. Wang) luosifen industrial park in Liuzhou. With over 200 competing brands in the city alone, the company built a glass-walled factory to stand out. "We wanted to be the one shoppers reach for," Zhou said.

In-person visits create a kind of emotional connection that simple advertising often can't achieve, she added. Each year, thousands tour the company's industrial park, and roughly 30 percent become customers. "They see how it's made, trust the brand, and come back for more," Zhou said.

Beyond brand-building, the park is also a business success. Annual revenue from tickets, dining, cultural goods, and luosifen sales tops 20 million yuan, Zhou added.

Opening a factory to the public isn't simple. It requires investment, architectural overhauls, and a willingness to let outsiders scrutinize everything from efficiency to product safety. Many companies also need personnel with expertise in tourism and cultural programming.

In response, the government is drafting national guidelines for industrial tourism to help companies enhance safety protocols and offer more engaging visitor experiences, according to Zhang Yan.

Back in Xianning, Liu Cheng left the soda factory with more than a sweet drink. "I used to think factories were cold and boring," she said. "Now I kind of want to visit another one." ■