HANGZHOU, China, Feb. 27, 2025 — What happens when the globally popular British song “Shape of You” is played in Hangzhou, a scenic and modern city in eastern China?

Tickets to Ed Sheeran’s concerts, held at the Hangzhou Olympic Sports Center Stadium from February 24 to March 2, were immediately sold out, according to the Hangzhou Municipal Bureau of Culture, Radio, TV and Tourism. The venue and surrounding streets were packed with attendees and vibrant activities.

Sheeran, a renowned international singer-songwriter, performed six shows for audiences from China and around the world, boosting cultural consumption in the city.

This series of concerts marked Sheeran’s first performance in China in almost ten years, with Hangzhou being his only stop. Similarly, Japanese girl group XG is scheduled to begin their world tour encore concert “The First HOWL” at the same venue in Hangzhou on March 21, followed by performances by Imagine Dragons and Mika Nakashima in April.

The arrival of these international stars highlights the expanding concert-related economic activity in Hangzhou.

In recent years, Hangzhou has seen a steady increase in the number and international scale of its concerts. Data from the Hangzhou Municipal Bureau of Culture, Radio, TV and Tourism indicates that Hangzhou hosted 107 concerts in 2024, moving from 17th to 4th nationwide. Concert and music festival performances increased by 470.37 percent year-on-year, with audience numbers and box office revenues increasing by 409.01 percent and 480.9 percent, respectively, making it the top cultural entertainment format in terms of box office revenue.

Hangzhou’s appeal to international stars like Sheeran and XG is clear. The city possesses both a strong cultural appreciation and a solid foundation for growing its concert economy and enhancing its global image.

Historically, Hangzhou has been a cultural hub, serving as the capital of the Southern Song Dynasty and attracting numerous scholars and artists, who contributed to a rich cultural heritage and an environment of cultural diversity and innovation.

The success of a concert relies not only on the venue but also on the local infrastructure, including dining, lodging, tourism, and transportation. During Sheeran’s concerts, over 75 percent of attendees came from outside Hangzhou, presenting both opportunities and challenges for the city.

As one of China’s most famous tourist destinations and wealthiest cities, Hangzhou has a strong tourism infrastructure. The city has recently hosted major international events such as the G20 Summit, Asian Games, and Global Digital Trade Expo, continuously improving its facilities to support large-scale concert projects.

The Hangzhou Olympic Sports Center Stadium, where Sheeran and XG are performing, is known for its elegant design, advanced audiovisual technology, and capacity of over 10,000. It has become a sought-after venue for many international artists.

Notably, approximately 1,500 overseas visitors from the U.S., Japan, New Zealand, and Singapore purchased tickets to attend the concerts. With its high profile, developed infrastructure, and convenient services, Hangzhou welcomed 1.1669 million overnight international visits in 2024, a 107.8 percent year-on-year increase, and gained experience in hosting international singers and fan events.

“I didn’t expect the venue to be so convenient; all the staff I met spoke English, and I even had Chinese audience greeting me in English. I’m impressed by the warmth of Hangzhou,” said German fan Robert, who managed to get tickets for three shows.

A single large concert can stimulate an entire city’s consumption. As Hangzhou enters the “post-Asian Games” era, it plans to focus on developing cultural, sports, and exhibition industries to stimulate growth across the supply chain.

To support this development, Hangzhou has implemented a series of supportive policies. Last year, the city announced measures to further promote the integration of performances, competitions, and tourism, aiming to strengthen its position as an international consumption center.

The new initiatives include support for major concerts, large sporting events, and significant exhibition projects. During this year’s meeting of municipal lawmakers and advisers, Hangzhou reaffirmed its commitment to promoting the integration of cultural performances and tourism.

According to the Hangzhou Municipal Bureau of Culture, Radio, TV and Tourism, discussions are underway with various major international stars regarding concert schedules. As more international artists perform in Hangzhou, the city’s unique appeal, bridging China and the world, will be increasingly highlighted on the global stage.

Source: HangZhou Municipal Bureau of Culture, Radio, TV and Tourism

CONTACT: Contact person: Ms. Wang, Tel: 86-10-63074558

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