Amid the surging popularity of China’s night economy, an array of creative nighttime activities, including shopping, entertainment, sports, exhibitions and performances, have infused the country’s cultural and tourism market with newfound vitality. — China Daily
TIANJIN: Numerous people flocked to a night fair in north China’s Tianjin municipality, braving the summer heat to savour delicious treats at cafes and tea shops, enjoy the company of pets and immerse in the soothing ambience of folk music at an open stage.
In Society Hill, a cultural and tourism street block, a vibrant “dopamine nighttime market” has recently emerged, captivating the hearts of numerous young people with its lively atmosphere, colourful decorations, and innovative consumption setups and models.
“Our nighttime activities have changed with the themes and the tourists can always find new experiences at different times,” said Han Xu, marketing director of Society Hill Cultural Tourism Port, which runs the street block.
Since the opening of the night fair during the May Day holiday this year, the number of visitors has exceeded 380,000, with the entire street block generating sales of more than 15 million yuan, according to Han.
Chen Xueqing, who owns a restaurant on the block, said the change is evident after the opening of the night market.
“The restaurant has become busy and crowded in the evening, with a continuous stream of customers coming for dinner.”
Amid the surging popularity of China’s night economy, an array of creative nighttime activities, including shopping, entertainment, sports, exhibitions and performances, have infused the country’s cultural and tourism market with newfound vitality.
According to a survey on urban residents’ consumption habits conducted by the Commerce Ministry, a significant 60% of their consumption takes place during night-time. Nowadays, an increasing number of consumers are seeking a quality lifestyle to enjoy after a busy day of work.
As night falls, a unique and captivating experience awaits customers at a restaurant in Tianjin.
A special play is performed, where the setting, props and costumes beautifully recreate the ambience of the city’s old town. Customers have the opportunity to choose a character and engage in an interactive experience with skilled actors, all while relishing the authentic flavours of Tianjin cuisine.
“We tell the story of Tianjin’s food culture through drama. Many customers are curious about what kind of food they will eat when they act with professional actors in a play.
“They can enjoy a delightful fusion of sight, sound and flavours all in one immersive experience,” said Wang Jing, of the Tianjin North Performing Arts Communication Co Ltd.
After participating in the play and enjoying a meal, a young customer surnamed You received a short video of the performance, creating a cherished memory.
“A camera filmed our play just like in a real film studio. This was not just a meal, but a new consumption experience,” You said.Liang Feng, an associate professor at the Business School of Nankai University, pointed out that in the past, China’s night economy primarily revolved around taste and audiovisual consumption but nowadays, customers can enjoy a more immersive and interactive range of activities.
The enhanced consumption models have emerged as a golden opportunity to drive consumption and stimulate economic growth in various regions across China.
As the cradle of the Chinese revolution, Jinggangshan in East China’s Jiangxi province has combined the night economy with the “red culture”– the unity of fine traditional Chinese culture and socialist culture with Chinese characteristics.
Beijing forged a collaboration among nearly 40 commercial districts and 200 brands, carrying out more than 100 themed activities to promote night-time consumption in the city. — Xinhua
