From local market to cultural landmark: Zibo's Badaju fuels consumption upgrade

The Badaju Market in Zibo, Shandong province, once a humble neighborhood food market serving nearby residents, has transformed into a nationally renowned cultural tourism destination, driving consumer spending through business innovation and immersive experiences.

The 670-meter main street has been reorganized around cultural and tourism businesses, while two side streets preserve the everyday morning market, vegetable stalls, local shoppers, and the ordinary texture of city life.

Tourism and daily routine now coexist without one swallowing the other.

During the past three years, Badaju has recorded an annual visitor flow of more than 18 million, with people tending to stay in the city for longer as they shift from enjoying brief food stops to having deeper cultural experiences.

Azi Barbecue now stages theatrical performances that draw on Zibo's identity as the capital of the ancient Qi state, one of the dominant powers during the Spring and Autumn Period (770-476 BC) and the Warring States Period (475-221 BC).

The Liaozhai Teahouse draws on Strange Tales from a Chinese Studio, a celebrated collection of supernatural stories written by Zibo native Pu Songling in the 17th century, weaving cross-talk and local opera into a daily program of several performances.

"We found that tourists' food tours ended too quickly. To help them truly understand and remember Zibo, we created immersive cultural dining experiences," said Zheng Feng, head of Azi Barbecue.

The market also prioritizes consumer-friendly services.

Xinhongren Pharmacy, a local time-honored brand, offers massage chairs, luggage storage, free charging stations, and health consultations.

"Tourists love these thoughtful services, and local residents appreciate them too," said store manager Dou Yuwei.

Zheng Haolin, head of the Badaju Market management office, said: "The market stays rooted in everyday life. By upgrading business formats and blending local vitality with tourism, we can fully activate consumption potential."

By extending visitor stays and making them into immersive cultural experiences rather than brief food stops, the market has transformed itself into a thriving consumption engine.