Reality show Dad, Where Are We Going has been a tremendous success in China. Through the lens of the show and the entertaining experience starring celebrity fathers and children, a lot of heritage sites and historical and cultural villages, as well as local tradition, culture, and life of the local community, have been exposed under the gaze of camera and the whole nation. Looking into the story of Xin-Ye, one listed national historical and cultural village that became the second filming location of Season 2, the show as a media power is taking the role of unearthing, displaying, labelling and defining the heritage and cultural uniqueness of a place. Overnight fame and a tourism boom are brought to the villagers and gentrification is triggered. Tourist development as a filming location of the show has, however, also shaded new meanings and values on Xin-Ye and the heritage of the locals. Xin-Ye becomes a destination of parent-child tours. Moreover, in the process of turning heritage into assets for local branding and cultural commodity, local villagers are increasingly losing their voice in the representation of Xin-Ye’s heritage as well as their rights of owning, managing, using their heritage and self-determination on how to benefit from their living environment.
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