The Changchun Aura Music Festival in May. [Photo provided to gojilin.gov.cn]

This year, Northeast China's Jilin province has made live performances a catalyst for cultural renewal, tourism, urban appeal, and economic growth.

In April, Changchun welcomed Jonathan Lee's concert twice, drawing 16,000 fans from more than 20 provinces across China. For many, "traveling with your idol" has become the new trend – some arrived days in advance to explore industrial heritage landmarks, while others rushed to Yanji after the show to share videos over a table of Korean cuisine.

"We launched music-themed guest rooms for Jonathan Lee's concert, which were fully booked two weeks in advance," said Wang Fang, a local guesthouse owner. "After the show, guests gathered in the courtyard to play guitar. The atmosphere was unforgettable."

In May, Changchun Aura Music Festival pushed the momentum even higher. As the first international music festival in Northeast China, the three-day celebration drew over 100,000 fans, 65 percent of whom were from outside Jilin. The festival alone generated nearly 200 million yuan ($27.8 million) in consumer spending.

In the wake of each show, streets like Guilin Road in Changchun morph into bustling midnight diners, with the scent of grilled cold noodles and crispy sweet-and-sour pork filling the air as fans gather to refuel.

Culture and tourism authorities in Jilin have launched detailed guides featuring scenic spots, hotels, and food recommendations, making it easy for visitors to explore the province. Meanwhile, Changchun's transit agency has extended metro hours and streamlined routes to ensure smooth journeys for music fans.