Illustration: Liu Rui/GT

While many variety shows feel scripted and sanitized, China's viral wilderness survival challenge in Zhangjiajie, Central China's Hunan Province, has recently struck a nerve. Armed with nothing but some basic survival supplies such as a little salt and their wits, 13 contestants are pitched against the natural environment in the dramatic landscape of Qixing Mountain in the Zhangjiajie scenic area, with millions of viewers enthralled by every hardship and triumph. The on-going final competition that kicked off on Monday, broadcast in real time through livestreams and short videos, promises "no script" - just raw, unscripted reality as ordinary people forage for food, build shelters, and push the limits of endurance. The public's fascination is understandable: In a society where daily life can feel routine and predictable, watching someone wrestle with nature offers both vicarious thrill and a refreshing dose of authenticity.

But as this phenomenon explodes in popularity, it also exposes the complex challenges that come with turning real hardship into mass entertainment. It turns out that the pursuit of creativity in promoting culture and tourism is a double-edged sword.

Zhao Liujian, a nutritionist living in Hangzhou, East China's Zhejiang Province, has been closely following the latest developments of the finals and has been deeply captivated by this wilderness survival competition. He told the Global Times on Wednesday that he has always been fond of outdoor activities and camping and had often imagined how he would survive alone on a deserted island like in Robinson Crusoe. This competition, through live broadcasts and short videos, perfectly satisfies his curiosity.

These video contents also sparked Zhao's interest in Qixing Mountain. He developed the idea of walking alone deep into the forest, swimming in the river, and catching fish. 

"No one disturbs you; it is very peaceful and perfect for relaxing the body and mind," Zhao said.

It can be said that this was the original intention behind hosting the wilderness survival competition in the Zhangjiajie Qixing Mountain Scenic Area. According to a report by CNR, Tian Jiangbing, the scenic area's general manager, stated that they thought of the wilderness survival model while considering how to combine and promote the area's resources. The area's abundant outdoor resources allow ordinary tourists to go beyond being mere spectators to deeply engage in the experience. This method of promoting cultural and tourism projects has shown some success so far. According to the Paper, the total online views of the competition have exceeded 5 billion.

The Zhangjiajie challenge has revitalized interest in outdoor adventure and brought global attention to the region's breathtaking scenery. The competition's unscripted nature gives urban audiences a rare chance to reconnect - if only through a screen - with the drama and uncertainty of the natural world. Contestants' struggles and resourcefulness provide a compelling counter-narrative to the curated perfection of social media, resonating especially with viewers who are weary of artificial drama and celebrity culture.

Yet, the very qualities that make the competition compelling have also sparked heated debate. Reports of contestants suffering from hypothermia, poisoning, and other medical emergencies raise critical questions about the limits of "real" situations. The risk is not merely theoretical: In recent weeks, several participants have been hospitalized, and concerns have mounted over whether organizers are doing enough to anticipate health risks and respond quickly to emergencies. Some voices from experts and netizens have warned that when authenticity veers into recklessness, the line between entertainment and endangerment becomes blurred.

As a nutritionist, Zhao also pointed out that there are considerable health risks for the participants, as prolonged nutritional deficiencies may lead to various physical issues. Although the organizers have implemented monitoring mechanisms, further improvements should be made, and no effort should be spared. Extreme events demand extreme precautions. Contestant selection must be rigorous, favoring those with proven survival skills or at least comprehensive training. On-site health monitoring should be continuous, and emergency response systems must be swift and well-resourced.

The challenge has also ignited concerns about its environmental footprint. The very mountains and forests that serve as the competition's backdrop are protected ecological treasures. Without strict oversight, the influx of contestants and support crews could damage fragile habitats or set a dangerous precedent for future events. Innovation in tourism cannot come at the expense of the very landscapes it seeks to celebrate. Therefore, environmental protection should be woven into the fabric of the competition: Resource gathering must be strictly controlled, and ecological impact minimized.

The Zhangjiajie survival challenge's viral success is proof of the public's appetite for new, immersive experiences. However, its controversies are a timely reminder that true innovation is never just about breaking the mold - it is about knowing where, and why, to set boundaries. Only by respecting these lines can we ensure that the next wave of tourism and entertainment inspires not just fleeting excitement, but enduring value for both people and places.

The author is a reporter with the Global Times. life@globaltimes.com.cn