The traditional mutton-eating custom prevailing in regions including east China's Jiangsu, Anhui and Shandong has sparked a round of folk tourism boom during the ongoing summer season.

The custom of eating mutton during summertime originates from traditional Chinese health preservation theories which point out that mutton is a type of hot food possessing warming properties. This type of food is believed to be able to help mitigate symptoms of coldness.

In Xuzhou City, Jiangsu Province, local business operators have rolled out special food markets and cultural performance to attract tourists.

About 4,300 mutton restaurants and 4,500 barbecue restaurants in the city have witnessed a surge in customer inflows, prompting some of them to offer special dishes to cater to the rising demand.

"Eating mutton amid scorching summer heat is believed to be able to induce sweat and dispel coldness from deep within the body. This is the philosophy behind the tradition of eating mutton during every year's summertime in Xuzhou," said Shen Xianbing, vice president of the Xuzhou Culinary Association.

In Juxian County, Shandong Province, locals are holding a month-long food and cultural festival centering around the mutton-eating custom.
Tourists can enjoy special dishes and embark on a trip to the county's iconic ancient town.

"We'd like to wander around the ancient town after enjoying our mutton feast. And we will also have some late-night snacks and admire the night views. I believe this will be a pleasant experience," said Wang Hongzhen, a tourist.

Since the beginning of July, Juxian's A-level scenic spots have received over 1.25 million tourist visits, with businesses reporting an operating revenue of 75 million yuan (over 11 million U.S. dollars).