In December, the Chinese government lifted its strict Covid-19 restrictions, which had been the strictest and longest-running in the world. This led to a collective sense of people across China cautiously emerging from the pandemic-induced restrictions.

In March, a series of videos on the Chinese version of TikTok sparked a craze for street barbecue in Zibo, a city in eastern China's Shandong province. This unexpected trend attracted a large number of hungry travelers from all over the country, and Zibo quickly gained a reputation as the "holy land of barbecue." In March alone, the city saw 4.8 million visitors.

Local entrepreneurs and the city government capitalized on this newfound popularity. They worked together to welcome the influx of visitors, opening massive open-air food courts with low tables and plastic stools. To accommodate the growing number of tourists, "Barbecue Special" high-speed trains were introduced to transport more people to Zibo.

As the number of barbecue enthusiasts reached its peak during the nationwide May Day holiday, restaurant owners took on the responsibility of managing the crowds. Equipped with megaphones, they guided hungry diners to their tables and ensured they had enough to eat and drink, with large pitchers of cold beverages and cases of beer readily available.

Overall, this sudden surge in interest in Zibo's street barbecue scene showcased the Chinese people's enthusiasm for exploring new experiences and the entrepreneurial spirit of the local community and government in seizing the opportunity.