Animal ears and pom-poms on fuzzy hats are a common sight on tourists’ heads in the cold streets of Harbin, the frigid northeastern Chinese city that has become a viral hotspot, attracting visitors due to social media buzz. Photos and videos of the city’s landmarks flood platforms like Douyin (China’s TikTok counterpart) and Xiaohongshu (similar to Instagram), many showcasing tourists from warmer southern regions.

These southern tourists, affectionately called “southern little potatoes,” are known for their smaller stature and cute winter gear, which contrasts with the rougher stereotype of the region. A search for “southern little potatoes visit the north” amassed over 428,000 notes on Xiaohongshu.

Chen Xiting, an e-commerce worker from Guangdong in the south, found inspiration for her visit through social media. “It’s the fastest way for young people to get travel recommendations,” she said. Chen, who was wearing a dog-eared hat and barely exposing her face to the cold, mentioned hearing plenty of Cantonese spoken among fellow tourists.

Liu Rong, a Sichuan student, noted that Harbin’s growing efforts to attract southern tourists were evident in the rise of travel videos he’d watched. “This year, especially, Harbin’s cultural tourism has focused on us southerners,” he said.

Harbin, the capital of Heilongjiang, lies in the northeastern part of China, where winter temperatures often plunge to -30°C (-22°F). The region is one of China’s poorest, with Heilongjiang outperforming only a few other provinces. Despite this, Harbin’s cultural and tourism industries have seen significant growth, with an impressive 60% rise in revenue in early 2024 compared to the same period in 2023.

Tourism in the region has also benefitted from popular novels and dramas set in the northeast, further fueling the travel boom. Local tour guide Emily Liu described the influx of southern tourists as helping to make Harbin “trendy.”

Jiang Zhonglong, a 30-year-old travel agent based in Harbin, noted that business has surged since the pandemic. “So many little potatoes, southern tourists, have come here,” he said.

One evening in Harbin’s bustling Central Street, tourists, like 38-year-old Ling from Zhejiang, flocked to the city to “data” — a term used for visiting popular spots to snap photos for social media. Ling mentioned how Douyin videos had prompted his visit, and noted how his initial negative perceptions of Dongbei had been disproved upon experiencing the city firsthand.

Ling’s sentiments echoed those of Zhangzhang, a local shop manager, who has noticed a significant uptick in foot traffic. “My hometown has suddenly become popular,” she said, proudly noting the growing interest in regional goods like hats and scarves. The surge in tourism, she hopes, will help boost Dongbei’s economy.