Racing dragon boats is a must-do when celebrating Duanwu, or the Dragon Boat Festival. This year, crowds flocked to Zhaoqing, Nanchang, and Deyang not only to watch the races but also to indulge in festival cuisine, buy dragon boat cultural products, and experience intangible cultural heritage. This surge in activity is being called the "dragon boat economy." Cities like Zhaoqing and Deyang are leveraging the festival to boost holiday spending, promote traditional Chinese culture.