Core Viewpoint - The 2025 Hegang Forest Half Marathon has transformed the city's image from being known for low housing prices to a vibrant cultural and tourism destination, leveraging local cuisine and unique experiences to attract visitors and boost the economy [1][10][34]. Group 1: Event Highlights - The marathon featured a unique design with a barbecue theme, including a 100-meter "flowing table" serving 50,000 local skewers, which became a viral sensation [3][6][9]. - The event attracted over 70,000 tourists and generated more than 2.4 billion yuan in retail sales, marking a 22% year-on-year increase [1][11][18]. - The marathon included a half marathon and a fun run, with a course that showcased Hegang's ecological beauty, including a 43.22% forest coverage rate [5][10]. Group 2: Marketing and Branding Strategy - Hegang's tourism department utilized the marathon as a storytelling opportunity to reshape the city's image, moving away from the "cabbage housing prices" narrative to highlight local life and culture [4][10][34]. - The local government and businesses collaborated to create a brand identity for "Hegang Skewers," which has seen a 20% increase in sales since the introduction of a unified logo [19][20]. - The city is focusing on building a sustainable tourism model that includes events like the barbecue competition to enhance local culinary culture and attract more visitors [15][18]. Group 3: Economic Impact - The marathon and subsequent events have significantly boosted local consumption, with retail sales on the event day exceeding 40 million yuan, a more than 50% increase from the previous year [11][18]. - Hegang's real estate market has shown signs of recovery, with sales increasing from 3.58 million square meters in 2019 to 14.7 million square meters in 2024, indicating a growing interest in the city [29][34]. - The city has been recognized as a national summer tourist destination, further enhancing its appeal to visitors seeking a cooler climate [29][30].