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Fans visit the hometown of martial arts novelist Jin Yong in Haining, a county-level city of Jiaxing. [Photo/Tide News]

Jiaxing in East China's Zhejiang province is turning its hometown heroes into a public asset. Known for its rich legacy of notable figures, the city has stepped up efforts to develop "celebrity culture" as part of its urban identity strategy.

Last year marked the 100th birthday of novelist Jin Yong, whose hometown is Haining, a county-level city under Jiaxing. A series of events celebrated his legacy as a bridge to new audiences. Today, fans of his martial arts novels from around the world visit his former home in Yuanhua town to reconnect with the worlds he created.

"We grew up reading Jin Yong's novels, then watched the shows. I came here on a business trip and had to see it," said Kong Guoqiang, a tourist from Hebei province. "The exhibition is strong, the place has weight."

Tour guide Zhang Wei says they've hosted visitors from Singapore and Malaysia. Over 180,000 people visited the site last year, with a single-day peak of nearly 5,000 on Oct 3. "The centenary brought in new attention. Jin Yong's world has broken out of the books," she said.

Beyond Jin Yong, Jiaxing has deep cultural roots. According to the Encyclopedia of China (second edition), the city is home to 99 nationally recognized figures — one of the highest counts in the country.

Next, the city plans to restore historical residences, digitize archives, and run interactive exhibits that balance education with hands-on experience. The goal is to turn famous names into lasting civic capital.