A Celebration of City Pride, Community Passion, and a Tourism Boom

The Dragon Boat Festival holiday saw the third round of Jiangsu’s grassroots “Su-Chao” football league, marked by packed stadiums, city rivalries, and a boost in local tourism. The league's success stems from its ability to transform casual spectators into passionate fans through viral chants and community pride.

The match between Nanjing City and Wuxi City on Sunday exemplified this, with tickets selling out immediately in all three release rounds. The league's playful atmosphere is fueled by viral slogans such as "No match fixing, only bitter rivals" and "This is about pride and survival."

The Nanjing vs. Wuxi matchup sparked the popular phrase “Salted Duck vs. Honey Peach,” reflecting the cities' local specialties. A draw between Suzhou and Wuxi led to the humorous conclusion, “Suzhou saved Taihu Lake, Wuxi kept its airport.”

The league's integration of football with local culture and tourism has created a unique experience. One father attending a match in Changzhou City, despite not fully understanding the rules, recognized the game as a battle for city pride.

The "Su-Chao" league, according to the deputy director of Jiangsu Provincial Sports Bureau, is the province’s first to embrace the "mass participation + city honor" concept. This approach lowers the barriers of professional leagues, promoting "football for all" and bringing the sport closer to the public.

The league has also invigorated Jiangsu’s cultural and tourism sectors. Night-time visitors to Zhenjiang’s Xijindu scenic spot tripled during matches. The Yangzhou team showcased local intangible cultural heritage during halftime breaks. A "birdwatching + football" tour package in Yancheng City saw over 20,000 bookings.

Traveling to different cities across Jiangsu Province has become a popular trend, amplified by social media and further increasing public enthusiasm for football.

The tournament, which began on May 10, will span seven months, featuring 85 matches divided into regular season and knockout stages. The regular season involves 13 teams representing Jiangsu's 13 cities playing each other once in a round-robin format. The top eight teams will then compete in a single-elimination knockout stage to determine the champion.