A woman named Daidai utilized social media to request assistance with slaughtering two pigs for a traditional community feast. Her father, reportedly too old for the task, was unable to perform it.
Her appeal on Douyin, China's version of TikTok, promised a pork banquet to individuals who came to her village, Qingfu, to help. Community meals are a significant cultural tradition in rural Sichuan and Chongqing.
The social media post received over one million likes. Subsequently, thousands of people traveled to Qingfu, leading to traffic congestion in the rural Chongqing area of southwest China. Drone imagery indicated queues of vehicles attempting to enter the village.
One participant who traveled over 100 kilometers observed license plates from various regions across the country. Drivers were advised to exercise caution on rural roads.
The pig slaughter and subsequent mass banquet were broadcast live online, attracting over 100,000 viewers and accumulating 20 million likes. Local government officials acknowledged the event's potential for flash tourism. To accommodate the large number of visitors, tourism officials donated additional pigs, and local restaurants served crowds in outdoor dining areas.