Ye hosts a concert in Haikou, South China's Hainan Province on September 15. Photo: Li Yuche/GT

Grammy Award-winning rapper Ye, formerly known as Kanye West, performed a sold-out show for his album series "Vultures" in Haikou, South China's Hainan Province, on Sunday night, marking the start of the Mid-Autumn Festival holidays of the tropical island.

The "Vultures Listening Experience World Tour Listening Party - Haikou" marked Ye's first performance in the Chinese mainland since 2008, aligning with Hainan's efforts to position itself as a hub for world-class music events.

Sporting a T-shirt that featured Chinese characters "告诉过你" (I told you so), Ye brought out all his family members, including his four children, to the stage at the packed Wuyuan River Sports Stadium, where all 42,000 tickets, ranging from 680 yuan ($96) - 2,000 yuan, sold out in minutes as 96.5 percent of the tickets were purchased by people living outside the island. The cities with the highest number of buyers were Shanghai, Guangzhou, Shenzhen, Hangzhou, Beijing and Chengdu, according to Hainan Daily.

Ye hosts a concert in Haikou, South China's Hainan Province on September 15. Photo: Li Yuche/GT

"Ye performed many of his classic songs, singing along with the audience. At one point of the party, he said, 'I love you, Haikou.' The live atmosphere was absolutely electrifying, especially since the show lasted for three hours. At one point, he even sang along with the crowd," a 20-year-old fan surnamed Li, who flew from Beijing to attend the show, told the Global Times on Monday.

Prior to the show, Ye shared on his social media account a childhood photo of himself in Nanjing, East China's Jiangsu Province, with the caption: "BACK."

Ye lived in China for a year when he was about 10 years old. His mother was an English professor and worked as a visiting scholar at the Nanjing University in 1987.

As one of China's top tourist destinations, Hainan has been committed to boosting its tourism sector by promoting cultural events. Local authorities even offer financial incentives to attract international performers. 

Since 2023, local authorities have been promoting large-scale concerts and music festivals in Hainan as part of a new "performance tourism" model, aimed at revitalizing the tourism industry, according to a statement released by the Hainan Provincial Department of Tourism, Culture, Radio, Television, and Sports in February. 

Introducing internationally renowned concerts or music festivals can enhance Hainan's image and international influence as a tourist destination while driving the "cultural and entertainment" transformation of the local tourism industry. This approach is expected to attract younger consumers, shifting Hainan's tourism focus from primarily older visitors to a more youthful demographic, Sun Xiaorong, a member of the national tourism reform and development advisory committee, told the China News Weekly. 

In May, Hainan released several measures to further promote the integration of culture, sports, tourism, and exhibitions to expand consumption. The policy offers a one-time reward of 3 million yuan for events that meet specific criteria: featuring international or top-tier domestic acts, selling at least 100,000 tickets, generating over 50 million yuan in ticket revenue, and attracting more than 50 percent of the audience from outside the island.

Since July 30, overseas travelers with regular passports from countries that have diplomatic relations with China can enjoy visa-free entry to Hainan for up to 144 hours. This is applicable after they have visited Hong Kong or Macao special administrative regions and joined a tour group of at least two people arranged by a legally registered travel agency in those regions. 

The move is part of broader efforts to make Hainan a global tourism hub and increase its openness to international visitors.