The BilibiliWorld 2025 (BW2025) anime convention, held July 11 to 13 in Shanghai, has become a major summer travel driver for China’s post-2000 generation. Tens of thousands of fans, many carrying “ita bags” and attending in cosplay, flocked to the city, turning the National Exhibition and Convention Center and its surroundings into an anime hotspot. According to Meituan Travel, tourism bookings in Shanghai surged 35% during the convention week. Early bookings for high-end hotels near the venue soared by 475%. With over 500 million anime fans in China and the ACG (anime, comics, and games) sector surpassing 270 billion RMB ($37.5 billion) in 2024, Shanghai has cemented itself as a national hub for anime culture and youth-driven tourism.