"He said he was happy to see so many southern visitors in Harbin." The plump, bundled-up appearance of Harbin tourists, many hailing from southern China, led to locals calling them "Little Southern Taters" — a nickname that was widely discussed on Chinese social media. Tourists new nickname for Harbin — the shorter "Rbin" — has swept across Chinese social media too, representing their newfound affection for the city. A larger plan to use social media to publicize Harbin and the larger province of Heilongjiang may be at play. He Jing, head of Heilongjiang Provincial Department of Culture and Tourism, told China Central Television that his department has been focusing on using social media "since the beginning of 2023."

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Persons: Yuying Zhang, Zhang, Zhang Zhang, Zhang Tao, she's, —, Andrea Verdelli, Jing, Jiang, Yuetong Jiang Organizations: Harbin Cultural Broadcasting, Tourism Bureau, CNBC, Xinhua News Agency, Getty, Street, Bloomberg, Heilongjiang Provincial Department of Culture, China Central Television, Harbin Locations: Harbin, China, Shanghai, Heilongjiang, Tourism, Changchun, China's Jilin