From Grandpa Dante to star making: China's NPC craze

Chinese tourist attractions are increasingly adopting "NPC" (non-player character) strategies, transforming scenic spots into immersive, interactive environments. This trend, exemplified by the viral success of performers like "Grandpa Dante," significantly boosts visitor engagement and revenue, with some locations reporting massive financial growth. While these roles offer new opportunities for veteran and aspiring actors, they present complex challenges, including intense emotional labor, the necessity of maintaining character integrity, and precarious working conditions. Performers often lack formal employment protections, leading to incidents like on-site injuries during unscripted interactions. As this practice shifts from a novelty to a standard industry feature, the need for systematic management and better regulation becomes critical to ensure both the sustainability of these attractions and the safety of the performers who bring these stories to life.