"Such cities become famous because travelers want to go to places where there are large numbers of people, as they are longing for social contact after three years of social distancing due to the COVID-19 outbreak," he said. "They need to do some traveling to 'find a cure', preferably at relatively cheap destinations."

He added that local authorities post so many short videos because this is the quickest and easiest way to replicate the success of other "online celebrity cities", but it is impossible to predict which locality will become the next "hit city". Also, if there is too much similar content, netizens easily become bored, he said.

Celebrity endorsement

With more provinces joining the competition, celebrities are being invited to advertise local attractions.

Pop star Wang Yibo posted a video to promote his hometown of Luoyang, Henan. Actress Zhao Liying recorded footage for her hometown in Hebei, while a promotional video recorded by actor Xiao Zhan for his hometown of Chongqing trended on Douyin, attracting some 120 million views.

The authorities in Hunan province, using the pulling power of the popular Hunan Satellite TV, have called on the services of pop stars and other celebrities, some of whom are not from the province but have strong connections with the television station. Composer Tan Dun, singers Liu Huan, Li Yuchun and Zhou Bichang, and TV hosts He Jiong and Wang Han are among those promoting the province's tourist attractions.

Footage of celebrities such as Wang Yibo saying, "I'm waiting for you in Luoyang" struck a chord with Wu Jiahui, an undergraduate student in Beijing, who comes from Luoyang.

"I feel proud to see Wang using his influence and popularity to promote my hometown. I am also happy to see Luoyang getting the attention it deserves online," she said.

However, Zhang Dan, a postgraduate student in Changsha, capital of Hunan, who is also an avid fan of Wang, said the star's efforts have not persuaded her to visit Luoyang.