‘Eight Immortals!’ Crosses 900M Yuan, Boosts Heritage Crafts

The Chinese animated film “Eight Immortals!” (《八仙！》) has surpassed 900 million yuan (approximately $124 million USD) at the box office as of July 29, 2026, but its impact extends far beyond cinema. The movie has ignited an unexpected boom in traditional intangible cultural heritage crafts, from Shu brocade weaving to bamboo artistry, creating a powerful new model of “film + cultural heritage” integration.

A Fresh Take on an Ancient Legend

Directed and written by Mou Zhengyang and produced by Oriental DreamWorks and Huaren Pictures, “Eight Immortals!” (English title: “All Wishes Come True”) reimagines the classic Chinese “Eight Immortals Crossing the Sea” legend. The film focuses on the mortal lives of the eight legendary Taoist deities — ordinary people with no magical powers who pretend to be immortals and embark on a comedic adventure to steal a treasure, unexpectedly becoming famous.

Released on July 18 in mainland China — brought forward from its original July 24 date — the 144-minute film was entirely developed in Chengdu, from concept to post-production, earning it the “Made in Chengdu” identity. Voice work was handled by Chengdu-based Shengyu Culture, which previously worked on the “Ne Zha” franchise, while Kekedou Animation also contributed. According to Wikipedia, multiple production companies backed the project, including Beijing Enlight Media and Tianjin Maoyan Culture Media.

Box Office Trajectory

The film’s journey from modest opening to blockbuster status has been remarkable. After surpassing 200 million yuan within two days of release, it crossed 700 million yuan by July 24 and became the daily box office champion, overtaking “Kung Fu Women’s Football.” By July 27, it had reached 772 million yuan, and just two days later, on July 29, it crossed the 900 million yuan threshold as reported by CCTV News.

Heritage Meets Commerce

What sets “Eight Immortals!” apart from typical blockbusters is its deep integration with traditional Chinese crafts. The film’s merchandise team planned over 200 SKUs across four categories — stationery, toys, daily necessities, and intangible cultural heritage items — incorporating Shu brocade (蜀锦), Shu embroidery (蜀绣), bamboo weaving (竹编), and woodblock New Year prints (木版年画).

Tan Yuxi, from the film’s merchandise team, said: “The characteristic use of intangible cultural heritage techniques is one of the features this time, including Shu brocade, Shu embroidery, bamboo weaving, and woodblock New Year prints.”

The impact on Chengdu’s Shu brocade industry has been dramatic. Chen Xingyu, a young inheritor of the National Intangible Cultural Heritage Shu Brocade Weaving Technique, told CCTV News: “Orders are now booming. While smart looms can improve basic fabric production efficiency, the front-end process design still requires manual work. Popular models are already in short supply, and some consumers are coming directly to the factory to purchase Eight Immortals Shu brocade products.”

Smart looms at Chengdu factories now produce patterned fabric in minutes, while traditional handmade workshops are equally busy fulfilling orders for both licensed merchandise and traditional patterns like dark eight immortals (暗八仙), persimmon calyx (柿蒂纹), and pipa (琵琶纹).

Tourism Ripple Effects

The film’s Sichuan roots have also translated into a tourism boom. Qingcheng Mountain, a sacred Taoist site and filming location, launched a ticket stub check-in activity that has drawn large crowds. He Zhen, from the Qingcheng Mountain-Dujiangyan Scenic Area, said: “Visitors with ‘Eight Immortals!’ movie ticket stubs can receive free prayer ribbons to tie on the ginkgo tree for blessings.”

Between July 1 and 28, the Qingcheng-Dujiangyan scenic area received 1.1065 million visitors total — Dujiangyan alone hosting over 700,000, with Qingcheng Front Mountain and Rear Mountain receiving over 230,000 and 168,200 respectively. The Sichuan Provincial Department of Culture and Tourism launched “Follow ‘Eight Immortals!’ Tour Sichuan” themed routes, while the province distributed 48 million yuan in movie consumption vouchers.

The Bigger Picture

The film’s success demonstrates a growing trend in China where popular media content drives consumer interest in traditional crafts. Shu brocade, a silk weaving technique dating back over 2,000 years, has experienced resurgence beyond just licensed merchandise.

The film also reflects the maturation of China’s animation industry. Produced by Oriental DreamWorks — the Sino-US joint venture behind “Kung Fu Panda 3” — the project showcases Chengdu’s emergence as an animation hub. The movie emerged as a surprise dark horse in a summer box office season that has surpassed 35 billion yuan.

What’s Next

With international release planned from August 13 across Australia, New Zealand, the United States, Canada, the United Kingdom, Ireland, and the Netherlands — followed by Belgium and Luxembourg in September — “Eight Immortals!” is poised to introduce Chinese mythological storytelling to global audiences. According to Xinhua News Agency, Singapore and Malaysia dates are yet to be announced.