Jiangshan County’s $1.26 Million TV Show Spend Sparks Public Outcry

Jiangshan County, located in Zhejiang province, allocated 8.5 million yuan (US$1.26 million) to host an episode of the reality series Keep Running, the Chinese adaptation of South Korea’s Running Man. The expenditure appears in a government procurement notice circulated by Chinese media and was presented as a means to raise the county’s profile and draw tourists.

South China Morning Post

The spending occurs amid a broader economic slowdown that has left many Chinese regions facing mounting fiscal pressures. National policy emphasizes the development of the services sector and the stimulation of domestic consumption, prompting local governments to pursue promotional activities they hope will generate visitor spending. Jiangshan, which until last year ranked among the least developed counties in Zhejiang, adopted the TV-show strategy as part of this policy environment.

South China Morning Post

The primary actors are the Jiangshan county government, the production team behind Keep Running, and local taxpayers. The 8.5 million-yuan allocation covered logistical support, location fees and related costs for filming. For a county that has only recently moved out of the lowest development tier within the province, the sum represents a notable portion of public resources, raising questions about budgeting priorities and fiscal sustainability for future public service delivery considerations.

South China Morning Post

Social media users on the micro-blogging platform Weibo voiced strong criticism of the expenditure. One commenter argued that the 8.5 million yuan could fund local infrastructure, provide subsidies for the elderly and children, pay teachers and healthcare workers, or help stabilise prices, suggesting these uses would be preferable to financing a production team. Another user questioned the tangible outcomes, asking what the show actually achieved and how much consumption it generated. The posts reflect broader public concern about allocating scarce fiscal resources to high-profile promotional events.

South China Morning Post

The sources do not include any public statements from Jiangshan officials or representatives of Keep Running responding to the criticism. Likewise, no data have been released to verify whether the episode produced measurable increases in tourist arrivals or local consumption. The absence of official commentary and impact metrics leaves the effectiveness of the investment unconfirmed.

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• “With 8.5 million yuan, you could fund local infrastructure, provide subsidies for the elderly and children, pay teachers and healthcare workers, or even help stabilise prices – all of that would be better than giving it to a production team,” — Weibo user

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• “This is how taxpayers’ money is being spent. What did the show actually achieve? How much consumption did it really generate?” — Weibo user

South China Morning Post

The episode illustrates a growing tension in Chinese local governance between investing in high-visibility promotional projects and meeting basic public service needs. As fiscal constraints tighten, this expenditure has drawn criticism from residents and media, prompting officials to balance tourism-driven growth strategies with the demand for direct social spending.

South China Morning Post