China Revives Ancient Legend of Xu Fu as a Bridge to Japan and Korea

LONGKOU, CHINA – January 28, 2026 – In a strategic move blending ancient history with modern media, the eastern Chinese city of Longkou has launched a new cultural intellectual property (IP) centered on the legendary figure of Xu Fu, a Qin Dynasty alchemist whose eastward voyages have echoed through East Asian history for over two millennia. The initiative, which debuted with the release of its first comic book series, aims to transform the historical mariner into a modern icon of cultural exchange between China, Japan, and South Korea.

The "Legend of Xu Fu" project seeks to leverage a story deeply embedded in the shared heritage of the region. By packaging this narrative into a globally accessible format, Longkou is betting on the power of storytelling to not only drive local economic and tourism growth but also to weave stronger diplomatic threads in a historically complex part of the world.

An Ancient Quest Reimagined

The historical Xu Fu was an alchemist dispatched by China's first emperor, Qin Shi Huang, on an epic quest for the elixir of immortality. Around 219 BC, he set sail with a massive fleet, reportedly carrying thousands of young men and women, craftsmen, and supplies, in search of mythical islands where immortals were said to reside. After this expedition failed, he embarked on a second voyage in 210 BC from which he never returned. Sima Qian's seminal Records of the Grand Historian suggests he may have found a fertile land, settled there, and declared himself king.

While his fate in Chinese records remains ambiguous, Xu Fu's story blossoms in the folklore of Japan and South Korea. In Japan, where he is known as Jofuku, he is revered in many areas as a deity of farming, medicine, and silk. Legends credit him with introducing advanced Chinese agricultural techniques, medicine, and technology, with numerous shrines and memorials marking his supposed landing spots. Some theories, though debated, even link his arrival to the dawn of Japan's technologically advanced Yayoi period.

Similarly, in South Korea, particularly on Jeju Island, the legend of Seo Bok (Xu Fu) persists. A local museum and park are dedicated to his story, and an inscription on the Jeongbang Waterfall is believed to mark his passage. This shared legacy makes Xu Fu a uniquely potent symbol for cross-cultural dialogue.

The new comic series aims to capture this rich tapestry, blending the historical account of Xu Fu's voyage with mythological elements drawn from the Classic of Mountains and Seas (Shanhaijing), an ancient Chinese text filled with fantastical creatures and mythical geography.

From Legend to Modern IP

The transformation of Xu Fu from a historical figure into a modern IP is a calculated endeavor. The project is a collaboration between the city of Longkou, recognized as the birthplace of Xu Fu culture, and industry partners like Sina Comic. This public-private partnership highlights a broader Chinese strategy of developing cultural products that can compete on a global stage.

Jin Chunmei, the project director at Sina Comic, stated that the goal extends beyond mere entertainment. "The project seeks to share Chinese concepts of wisdom, courage, and peace with a global audience through the medium of animation," she said in the official announcement. This framing positions the comic not just as a commercial product but as an instrument of soft power, designed to convey cultural values and foster international understanding.

This initiative is the culmination of decades of effort. Longkou has been actively cultivating the Xu Fu legacy since the 1990s, establishing research associations and hosting academic forums to explore the figure's historical significance. Recent events, such as a public lecture in Japan in June 2025 and an international symposium in Yantai last November, have systematically laid the academic groundwork for this cultural revival, demonstrating the historical and contemporary importance of Xu Fu culture to an international audience of scholars.

Weaving Cultural and Economic Threads

Beyond its diplomatic ambitions, the "Legend of Xu Fu" IP is a cornerstone of Longkou's strategy for local development. By revitalizing its most famous historical narrative, the city aims to create a vibrant cultural ecosystem that can attract tourists and stimulate the creative economy.

This is not just a digital endeavor. Locally, the story of Xu Fu is being integrated with Longkou's rich intangible cultural heritage. Traditional artisans are now using crafts like intricate paper-cutting, delicate string weaving, and detailed gourd pyrography to depict scenes from the legend. This allows visitors to engage with the culture in a tangible and intuitive way, creating unique souvenirs and experiences that connect the ancient past with the present.

Such initiatives are designed to create a flywheel effect: the comic and potential future animations generate global interest, which drives cultural tourism to Longkou. Visitors, in turn, support local artisans and businesses, providing a sustainable economic base for the preservation and promotion of the region's unique heritage. The ultimate vision is a thriving local economy built on the foundation of a globally recognized cultural brand.

A Bridge Across the Eastern Seas

The timing of the initiative underscores its focus on regional cooperation. At a time when East Asian nations navigate complex geopolitical currents, a shared cultural touchstone offers a valuable opportunity for connection. The project has already found a receptive audience among international partners who see value in reviving this shared history.

Shim Kyu-ho, president of the Jeju Society of China in South Korea, emphasized this point, noting that "Xu Fu serves as a vital cultural symbol linking China, Japan, and South Korea." He stressed that reviving this history is "essential for the prosperity of future generations," highlighting the forward-looking nature of the collaboration.

By focusing on a figure associated with exploration, exchange, and the introduction of new knowledge, Longkou's initiative seeks to build a narrative of commonality and mutual enrichment. As the comic series begins its journey, its success will be measured not only in sales figures or tourism numbers, but in its ability to remind a modern audience of the deep, interwoven histories that connect the cultures of East Asia.