Chinese tourists have been hiding high school textbooks at landmarks such as Big Ben in London, the Colosseum in Rome, and the Pyramids of Giza since November 2025 as part of a viral treasure hunt called keben jieli, or "textbook relay" [1]. The trend started in Egypt when travelers posted pictures of their junior high school history textbooks featuring the pyramids and Sphinx at the actual sites [1].
Participants place textbooks behind trash bins, between stones, or in other hidden spots for others to find, often including pens for notes [1]. In March 2026, Chinese students in the UK left English textbooks near Big Ben, a landmark featured on the bookcovers there. Finders wrote messages wishing health for family members and world peace inside the books [1].
The trend has spread to Italy and France, with textbooks placed near landmarks like the Colosseum and the Louvre Museum, respectively [1]. Local businesses near Big Ben in London have encouraged participation by offering free drinks to those involved [1]. The activity is promoted across social media and by Chinese embassies abroad [1].
The hashtag "travel with textbooks" has gained over 26 million views on China’s lifestyle platform Xiaohongshu (RedNote), reflecting widespread online interest [1]. Visitors sometimes find multiple books at a given site; one visitor found seven textbooks near Big Ben alone [1]. Anonymous participants say the experience creates a connection between education and real-world exploration. One visitor said, "Hope everyone who learns about the world through books can see it in person" [1]. Another remarked, "Some say you should go higher and farther, but you can also just explore" [1].
The trend started in November 2025 and continues with new textbook placements at prominent landmarks and growing online engagement [1].