Small theaters drive Changsha's cultural rise

Wu Xiangrong, a 23-year-old university student from Yueyang, Hunan province, recently enjoyed a Wednesday night filled with laughter and inspiration at a small theater in neighboring Changsha.

Together with a friend, Wu participated in an improvisational comedy show for the first time at the iconic Xiaoma Theater. Seated offstage, her words were adroitly incorporated into the performance, making her part of the creation.

Such engagement and co-creation have become trendy components of cultural tourism in China. In Changsha, a popular travel destination known for its spicy food and vibrant entertainment scene, large crowds of young tourists flock into small theaters to enjoy comedy, musicals, plays, dramas, traditional operas and many other cultural projects.

Small theaters generally refer to indoor venues for performing arts with a capacity of less than 500 people. They feature close proximity between performers and audience, and offer highly interactive and immersive experiences.

Wu's small-theater experience is typical. A fan of online comedy and talk shows, she told China Daily that live shows and improv comedy are less structured but far more engaging, offering unexpected surprises and totally different experiences throughout the night show.

At Xiaoma, fans often line up for a front-row seat several hours before the show starts to increase their chances of interacting with performers. In 2017, the theater became the first talk show club in Hunan. "There is no 'wall' between on — and off-stage at small theaters," said Li Weisheng, founder of the club and a stand-up comedian known as "Wei Daye" (Grandpa Wei or Grandpa Great). "Compared with grand theaters, small ones are more gathered, less packed and more pure. They are free, relaxing, engaging, grassroots-oriented and inclusive in vibes — with easier access and lower prices."

Several of the club's comedians, such as Haha Cao, Xu Haolun and Tan Xiangwen, have become popular nationwide as their performances in variety shows have gone viral on social media platforms. Their shows often feature distinct Changsha culture and true-life stories, drawing numerous fans to the city.

Li said Xiaoma Theater hosts seven or eight shows per week, with improv comedy scheduled on Wednesdays. During the National Day holiday in October, out-of-town visitors accounted for over half of the total audiences. Li sees Changsha as a grounding, relaxing and inclusive city. He said a strong sense of confidence and identity is deeply and naturally rooted in its residents' hearts. Furthermore, the city government has been ramping up efforts to optimize the business environment, securing solid support for small cultural business owners like him.

"Small theaters are the roots of the cultural entertainment industry, as performers could never directly land at grand theaters. Instead, they normally start at small venues, draw audiences of dozens to hundreds, and eventually step onto bigger stages," Li said.

Changsha offered about 17,000 shows at small theaters last year, which attracted 4.54 million spectators and generated box office revenue of 366 million yuan ($53 million).

At the city's landmark tourist spot, Juzizhou, or Orange Isle, the Jiangtian Muxue cultural park has been captivating visitors from across the world, with plays cleverly blending local ancient history and poetry with modern dance, arts and advanced lighting and projection technologies.

Opened in November 2024, Jiangtian Muxue Theater features an immersive show called Twilight River Dance of Snowflakes, which tells the story of how painter Song Di from the Northern Song Dynasty (960-1127) created a famous painting in the city. The theater consists of four small indoor venues and a bigger outdoor space. Instead of fixed seating, the audience moves through various scenes with the storyline, interacting with performers in real time as one of the characters.

Chen Zhangyi, the theater's branding director, said audience feedback plays a crucial role in determining the performances. To date, the theater has received over 400,000 visitors, with tourists accounting for about 60 percent of the total. "Changsha is an internet-famous city known for its young vibes and entertainment. It also boasts a profound history," Chen said. "We are happy when tourists tell us they are shocked by the quality of the show, and learned more about our history while enjoying it."

Contact the writers at wangxin2@chinadaily.com.cn