煮不完，根本煮不完！甘肃麻辣烫怎么火的？省文旅厅揭秘……

9月前

近日甘肃麻辣烫爆火出圈，泼天的富贵来到甘肃，全国各地的游客蜂拥而至，只为品尝一口裹满油泼辣子的手擀粉、洋芋片、洋芋丸子……

Tianshui malatang, a version of a spicy hot pot in Northwest China's Gansu province, has recently gone viral on Chinese media, attracting many tourists from all over the country to taste the dish.

Data from TongCheng Travel, one of the major online travel agencies in China, show that, as of Thursday, searches for travel to Tianshui surged by 186 percent over the previous week and have maintained a rapid upward trend.

Meanwhile, another online travel site, Trip.com, revealed on Tuesday that bookings for hotels and attractions were all up 40 percent year-over-year during the past month in the city.

天水市秦州区四合院内，每天早上七点，海英麻辣烫店门口便排起了长队，因店内顾客太多，麻辣烫店员忙出“痛苦面具”。

因“表情管理失败”火爆全网的店员，是老板哈海英的表弟，当天排队的顾客太多，一直在为大家煮麻辣烫，后来忙出“表情包”被顾客发在了网上。

麻辣烫大叔“痛苦面具”

他说，自己上网看到甘肃文旅厅官方账号发出的“让各位麻辣烫店家注意表情管理”的友情提醒，第二天上班后就展露笑颜：“为了招待好远方来的朋友们，高兴滴很！”

甘肃文旅网上提醒后

现在店里每天需要从早上6点半忙到晚上10点，就像网友评论说的，“根本煮不完”。

These days around 7 am, Ha Haiying's restaurant in Qinzhou district becomes crowded with diners, some still rubbing their sleepy eyes. Earlier, the restaurant would open at 11 am. To serve the surging number of customers, Ga and her family now work from 6:30 am to 10 pm every day.

天水麻辣烫怎么火的？

关于甘肃麻辣烫爆火并不是偶然。

甘肃省文旅厅此次在回应网友时表示，“甘肃麻辣烫”抖音话题下最早的视频创建于2023年7月25日，截至2024年2月4日共有46条视频，尚未形成热度。

2月5日，“传说中的波仔”抖音号发布“天水街边的甘肃麻辣烫”视频。2月13日，“一杯梁白开”抖音号发布“建议全国普及甘肃麻辣烫”视频。这两条视频吸引了大量网民观看、点赞、转发，之后陆续有网民发布相关视频。

3月份以来，“甘肃麻辣烫”话题迅速发酵，视频内容迅速增加，多次登上抖音、快手等短视频平台热榜，人民日报、新华社、中央电视台等主流媒体和“小黑诸鸣”“一个人的莎士比亚”等多位网红竞相宣传报道。

省文旅厅紧盯网络热点话题，于3月1日在“微游甘肃”视频号发布《甘肃麻辣烫申请出战》短视频，全力以赴开启“甘肃麻辣烫”集中宣传推广。

同时，协调抖音、快手、新浪微博等多个网络平台，对“甘肃麻辣烫”相关话题予以流量扶持。截至3月16日18:00，各大短视频平台上“甘肃麻辣烫”相关话题累计播放量已超过32.6亿次。

Since early March, videos and photos of Tianshui malatang have been going viral on social media platforms. It all started when a netizen released a seven-second video on Feb 13 that garnered millions of views. More vloggers followed suit, and then the tourists began to arrive in droves.

比麻辣烫更滚烫的是天水人的热情。天水为了迎接各地游客，迅速开启“宠粉”模式＋“保姆级”服务，本地人直呼：“陌生，太陌生！”

担心游客从高铁站出站后场面太冷清，邀请歌舞团来表演。

担心自驾游客没车位，提供免费临时停车位。

Tianshui has adopted measures to better serve tourists. Tourists arriving by train are greeted by welcome banners and offered free bus rides. Free parking lots are provided to motorists. Some workers from local scenic attractions distribute tickets and give out mascot or gifts at the malatang restaurants.