Kanye West: Fans immersed in an all-encompassing consumer experience in Haikou
On the weekend before last, over 40,000 people packed into the Wuyuanhe Stadium in Haikou, Hainan Province to see Ye, formerly known as Kayne West. The concert had sold out within minutes, encouraging Ye to put on another “listening party” this coming weekend.
Just days before his first concert, a powerful typhoon had swept through the city, causing significant damage to infrastructure. Public workers acted swiftly to restore the venue as much as possible, seeing fans still having the time of their lives, both at the concert and during the time around it.
The performance scene. Images are from Xiaohongshu.
Kanye West, who last visited China in 2008, found that his fanbase's passion for him has only grown stronger over the past 16 years. Following the announcement of the event by both the Haikou city government and Ye himself in mid-August, ticket prices for flights from major cities like Beijing, Shanghai, Guangzhou, and Shenzhen skyrocketed. After the concert, the Haikou government reported that the event generated ¥373 million ($50 million) in tourism revenue, benefiting fans, the artist, and the local government alike.
The first two images are Kanye West during his visit to Beijing in 2008, while the last two images are from his recent listening experience in Haikou. Images are from Xiaohongshu.
Over 95% of the audience came from outside Hainan Island, with most coming from first-tier cities: Beijing, Shanghai, Guangzhou, and Shenzhen. Ye’s fans find his fashion as endearing as his music, reflecting avant-garde and eccentric style trends - and this was on show. Fans showcased their carefully curated dark styles, turning the event into a surreal fashion show. Even the official account of the Haikou tourism bureau couldn't resist sharing posts about it.
Ye personally customized a hoodie for his Chinese fans, featuring the characters "告诉你了” (I just told you) on the chest, which received unanimous praise. Images are from RED.
Some unique outfits featured on the official Xiaohongshu account of the Haikou Municipal Bureau of Tourism and Culture. Images are from Xiaohongshu.
Images are from Xiaohongshu.
Images are from Xiaohongshu.
More than just the concert and fashion
The tourism-driven island of Hainan embraced the concert to provide an all-encompassing experience. Haikou’s hotels, attractions, restaurants, duty-free shops, and retail outlets welcomed fans with a coordinated offering providing over 100 exclusive discounts. The local government even requested taxi drivers only play Kayne’s music over the period. This further amplified the economic benefits and enhanced the experience for residents and visitors in town for the concert.
The avid fans and their following reflects that cultural niches from China and abroad continue to gain momentum with large swathes of Chinese youth, particularly those in the more sophisticated, higher tier cities.
