As the summer sun bathes China's cities in its warm embrace, a vibrant tapestry of events and experiences unfolds, marking the onset of the summer consumption season. From Shanghai's inaugural "Summer in Shanghai" international consumer festival to the renaissance of traditional heritage brands nationwide, this season is not just about beating the heat but embracing a cultural reawakening.
Shanghai's International Consumer Festival Sets the Stage for Summer Excitement
In Shanghai, designated as a pivotal international consumer hub, the debut of "Summer in Shanghai" has been nothing short of spectacular. Featuring seven flagship events and 58 exhibitions spanning business, travel, and cultural showcases, the city has seamlessly integrated traditional charm with modern innovations. One standout is the Yu Garden, where the iconic Huxinting Teahouse, with its new 3D technology-infused Nine Turn Bridge, captivates visitors, offering a unique blend of history and cutting-edge visuals.
"This place looks stunning, especially with the beautiful lights under the architecture. It's so different from Melbourne; everyone should experience this," enthused a foreign tourist.
Beyond Shanghai's modern facades, traditional heritage brands are also basking in newfound popularity among younger consumers. Across China, venerable establishments are embracing trends towards fashion-forward, youthful appeal, and contemporary cultural fusion. In Jinan, known as the "City of Springs," festivities like light shows and beer festivals celebrate local heritage alongside interactive activities like traditional costume parades and dance-offs, infusing summer with vibrant energy.
Similarly, Tianjin's ancient cultural streets are alive with the sounds of traditional comedy performances in teahouses, attracting both locals and tourists alike seeking a taste of local culture. Meanwhile, Guangzhou's Cantonese Opera Art Museum in the historical Yongqing Fang precinct has embraced modernity with AR dressing mirrors, blending virtual reality with traditional opera costumes to appeal to a younger, tech-savvy audience.
Amidst the colorful stained glass and elegant brick streets of Guangzhou's century-old landmark Cantonese restaurant, the atmosphere is lively even after lunch hours. Frequented not only by traditional patrons but also by groups of young people, the teahouse has seen a significant surge in footfall during the summer months. New offerings like refreshing guava fruit tea and nourishing bamboo cane porridge cater to summer cravings, offering a cool respite and a taste of seasonal delights.
"Many young people come here now; they usually order the guava fruit tea. We sell over 300 cups a day," remarked Zhang Xinwang, a staff member at the teahouse.
Moreover, as these heritage brands become urban symbols of cultural revival, they are increasingly drawing international tourists seeking authentic experiences. Faced with evolving consumer demands, many heritage brands are proactively innovating. In Tianjin, a dairy company revived interest with a unique coriander avocado-flavored milk that became a social media sensation, showcasing how heritage brands can leverage modern trends to capture new markets.
The integration of traditional culture with contemporary appeal has not only won accolades from younger consumers but has also translated online traffic into offline sales. According to Ministry of Commerce data, China boasts 1,455 recognized heritage brands, with direct sales amounting to 36.9 billion RMB in the first half of the year, complemented by a total sales volume of 118.2 billion RMB across online and offline platforms.
Educational Tourism Flourishes: Exploring China's Rich Cultural Heritage Beyond the Cities
Away from the bustling cities, the concept of educational tourism, blending education with travel experiences, has gained traction. Small-scale educational tours have emerged as popular choices among students and parents alike, offering interactive outdoor education and research-based learning experiences. In places like Shandong's Qufu, the birthplace of Confucius, evening descends with the glow of lanterns, offering visitors a chance to immerse themselves in ancient rituals and cultural learning experiences.
This summer, local governments have also rolled out special tourism promotions to attract visitors nationwide. In Yangzhou, Jiangsu Province, special discounts and free park entry policies have been introduced to encourage family visits, resulting in a bustling scene at attractions like the Slender West Lake.
As China continues to innovate its approach to summer consumption, blending tradition with innovation and catering to diverse consumer preferences, the season promises not just economic gains but a vibrant celebration of cultural heritage and modernity. With each passing summer, the stage is set for cities across China to shine brightly as beacons of cultural and economic vitality.
