Winning audiences with shared memories

In 2026, one of the most unexpected stories in China's film market has been the phenomenal success of Dear You. Amid global challenges for cinema and a struggling Chinese box office, this small-budget film has become a runaway hit. Its success was not due to cutting-edge technology, a spectacular production scale or a star-studded cast. Instead, it gained momentum through word of mouth, winning audiences with its sincerity and emotional depth.

Like a hidden gem, Dear You has inspired audiences to revisit a seemingly ordinary chapter of history. The film brings to life stories about overseas migration, especially the experiences of Chinese people who traveled across the sea to Southeast Asia in search of better opportunities. Memories of qiaopi — letters sent by overseas Chinese together with remittances to their families back home — and the history of "going south to Southeast Asia" have once again entered public conversations.

Despite a relatively quiet domestic market, Dear You is steadily approaching the 2-billion-yuan ($295.39 million) box-office milestone. Made with a budget of roughly 14 million yuan, it has achieved what many large productions struggle to do. Without major stars or spectacular visual effects, the film connects with audiences through a simple story and genuine emotions. Its success shows that viewers seek more than technological innovation or visual spectacle; they crave stories that reflect real experiences.