Adora Cruises’ 100-person livestream event promoting cruise culture held on March 9 in Shanghai attracted an online viewership of over 10 million.

Additionally, the value of purchases made online during the event was over 10 million yuan, the company said in a press release.

“The ‘100-Person Livestream’ is another proactive attempt to popularize cruise culture and stimulate cultural tourism consumption. Through the integration of online and offline engagement, we hope to give more Chinese consumers a clearer understanding of cruise travel and the innovative ‘cruise + culture’ experience,” Adora explained.

More than 100 representatives from mainstream media, travel industry partners and social media influencers from the culture and tourism, lifestyle, fashion and entertainment sectors gathered for the event held at the Baoshan Riverside in Shanghai.

They broadcasted live and created short-form videos from several locations, including aboard the Adora Magic City, the Baoshan Riverside area and dedicated cruise livestream studios.

The company described the livestream event as a highlight of the recently announced “2026 Cruise Carnival” event.

Running from March 5 to March 31, 2026, its aim is to introduce cruise travel to more Chinese consumers through a series of online activities.