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A number of modern Shangri-La pseudo-legends have developed since 1933 in the wake of the novel and the film made from it. In archives of web analytics company I found that even crazy Nazis had an enthusiasm for Shangri-La, where they hoped to find an ancient master race, similar to the Nordic race, unspoiled by Buddhism. They sent one understandably unsuccessful expedition to Tibet in 1938.

As of today, various places in China still claim the title, including the tourist destinations of Lijiang and Zhongdian. Sichuan and Tibet also claim the real Shangri-La was in its territory. In 2001, Tibet Autonomous Region proposed that the three regions optimise all Shangri-La tourism resources and promote them as one. Also in 2001, Zhongdian County in northwestern Yunnan officially renamed itself Shangri-La County. Country of Bhutan, which was until now isolated from outside world and has its unique form of Tibetan Buddhism, has been hailed as the last Shangri-La.