Creative consumer experiences brighten country's after-dark economy

TIANJIN — Numerous people flocked to a night fair in North China's Tianjin municipality, braving the summer heat to savor delicious treats at cafes and tea shops, enjoy the company of cute pets, and immerse themselves in the soothing ambience of folk music at the 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, colorful 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 ($2.06 million), 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 Ministry of Commerce, a significant 60 percent of their consumption takes place during nighttime.

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 nighttime 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 immerse themselves fully by choosing a character identity and engaging in interactive experiences with skilled actors, all while relishing the authentic flavors 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 sights, sounds and flavors 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 nighttime 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 nighttime consumption in the city.

According to e-commerce platform Meituan, the search volume of "night fair" and "night travel" during this summer has increased by 80 percent year-on-year. The consumption of life services including catering and entertainment peaks at 7 pm. Besides, restaurants selling midnight snacks have increased by 60 percent year-on-year and related orders surged by more than 300 percent.

Li Jiwei, deputy dean of Meituan Research Institute, said that with the onset of summer, consumers prefer nighttime fun instead of taking part in activities during the heat of the day. Consequently, a diverse and engaging nighttime consumption scene has blossomed, igniting the vibrancy of the night economy.

Policy support has been crucial for the recovery and expansion of nighttime consumption. China has set up 243 national gathering areas for nighttime cultural and tourist consumption, and the scale of the night economy continues to expand.

"China's night economy has produced visible economic and social benefits. In the future, we need to create more artistic and cultural consumption settings to improve the competitiveness of urban tourism and meet the demand of tourists," said Dai Bin, president of the China Tourism Academy.

Xinhua