China’s Dragon Boat Festival Box Office Surges Past 400 Million Yuan by Midday, Signaling Holiday Rebound
This indicates a strong performance for the holiday period, which typically spans three days and is a significant time for film releases in China.
Jun 2, 2025 / GMT+6
As of 12:47 p.m. on Monday, June 2, 2025, box office revenue for the Dragon Boat Festival holiday in China was estimated to exceed 400 million yuan, according to Maoyan, a leading Chinese film industry data platform.
The Dragon Boat Festival, also known as Duanwu Festival, is celebrated on the fifth day of the fifth month of the Chinese lunisolar calendar, corresponding to late May or early June in the Gregorian calendar. It is a traditional holiday celebrating the poet and statesman Qu Yuan, featuring dragon boat races and the use of zongzi (sticky rice dumplings).
In previous years, the festival has seen many box office performances. For instance, in 2023, the box office revenue reached 909 million yuan, making it the second-highest-grossing period for the holiday, only slightly lower than the 2018 figure of 912 million yuan. The suspense crime film Lost in the Stars led the box office during that period, earning 507 million yuan, accounting for 56% of the total revenue.
In contrast, the 2024 Dragon Boat Festival saw a decline, with total box office revenue standing at 383 million yuan, the third-lowest for this period in the past decade. Analysts suggested this was due to a lack of major commercial blockbusters.
Many filmgoers took to cinemas as part of their holiday plans, combining travel, family time, and entertainment. Small-town and local theaters especially benefited, seeing packed seats and long lines. While streaming services are popular, many people choose the classic big-screen experience, showing that the love for going to the movies is still strong.
Younger audiences played a big role too, with social media helping spread excitement. Apps like Douyin (China’s TikTok) buzzed with reviews and behind-the-scenes clips, driving more people to buy tickets. Some of the most anticipated films had already racked up strong pre-sale numbers before the weekend even started.
If the pace continues, this year’s Dragon Boat Festival could end up being one of the highest-earning holiday weekends in recent years. It’s a promising sign not only for filmmakers and cinemas but also for consumer confidence and holiday spending overall.
The 2025 figures suggest a rebound, reflecting a growing interest in films during the holiday period. This uptick may be attributed to a combination of factors, including the release of new films, increased consumer confidence, and a return to pre-pandemic movie-going habits.
