A Chinese vlogger has received a 500,000 yuan (approximately $73,574) prize from the authorities in the Xizang autonomous region for a viral video documenting a lengthy taxi journey from Chongqing to Lhasa. Li Yaode’s 22-minute video, posted on June 25, captures his weeklong trip along National Highway G318, showcasing local scenery, cuisine, and encounters en route to the Potala Palace in Lhasa.
The reward comes as part of a recent initiative launched by Xizang’s cultural and tourism authorities, which offers tiered prizes to content creators producing original tourism videos that promote the region. The top award of 500,000 yuan is granted to videos that exceed 5 million likes and achieve widespread online attention. Li’s video surpassed these criteria, amassing over 21 million likes, nearly 2 million comments, and nearly 10 million shares on Douyin, the Chinese version of TikTok, within days of posting.
In the footage, Li begins his journey on June 26 in an electric taxi, with two Chongqing taxi drivers alternating behind the wheel to complete the 2,229-kilometer route. Upon reaching Lhasa, Li reflected on the experience as a reminder to embrace courage and freedom, encouraging viewers not to be overly concerned with others’ opinions.
Xizang’s cultural and tourism authorities expressed appreciation for Li’s contribution to promoting the region, highlighting the prize as recognition of high-quality cultural content and a demonstration of their support for creative engagement in tourism marketing. They also called on more content creators to help showcase Xizang’s natural landscapes, intangible cultural heritage, and daily life.
Following the announcement, Li revealed his plan to share the prize money by giving each of the two taxi drivers 10,000 yuan and donating the remaining 480,000 yuan. This pledge sparked public discussion, with suggestions urging Li to make direct donations to schools, families, or individuals in need, or to collaborate with regional authorities to ensure the funds support local communities more effectively.
The video’s popularity has ignited debate on the impact of online influencers in regional tourism promotion. Some commentators praised the incentive program for encouraging broader public participation rather than relying solely on official publicity. Others cautioned against uncritical imitation of Li’s journey, noting the considerable logistical challenges and health risks involved, such as altitude sickness, difficult mountain roads, and variable weather conditions.
Critics also recommended that future reward programs incorporate additional measures of success beyond social media likes, including increases in tourism-related searches, inquiries, and bookings, to better assess the effectiveness of promotional efforts.