Expanding boundaries of shopping, leisure as China embraces experiential retail

CHONGQING — Sipping tea in repurposed old movie theaters, wandering indoor rainforests while dining at modern malls, young consumers are reshaping China's retail landscape where creative, immersive enjoyment takes center stage.

At the Sino-Swiss Technological Innovation Park in Southwest China's Chongqing, a rooftop commercial cluster "aa market" hosts dozens of independent brands, specialty restaurants and indoor healing gardens.

"I feel relaxed as soon as I come. I want to stay longer, unlike in a traditional shopping mall where everything feels fast-paced," said Sui Yu, a visitor to the site that draws on brutalist-infused industrial aesthetics.

Jiang Hao, manager of the project, said stores focusing on a single product category have become magnets for niche buyers, and specialized retail is set to become a major consumer trend in the years ahead.

The rise of these one-of-a-kind venues mirrors shifting consumer priorities. Across the country, various new models are emerging, weaving shopping together with culture, entertainment and leisure activities.

In Gaomi, East China's Shandong province, famous as the backdrop for Zhang Yimou's breakout film Red Sorghum, a themed night event offers immersive performances, interactive activities and local cultural experiences at Red Sorghum Town.

Roughly 100 kilometers from Gaomi, visitors to the Qingdao International Beer Festival map out their own itineraries and join a wide range of nighttime events, moving from passive onlookers to active participants.

Historic buildings are also being given new life through careful renovation and adaptive reuse.

In Chongqing, Jiangling Teahouse occupies a former cinema built in the 1950s that was formerly affiliated with a State-owned factory. It keeps the original architectural structure intact while weaving in elements of traditional tea culture.

"We hope to create a space that combines everyday life with memories of the past," said Long Yanji, marketing director of Chongqing Feibiao Cultural Creativity.

About 70 percent of the teahouse's visitors are middle-aged or elderly residents, many former workers at nearby factories or their relatives, Long said. Their patronage has breathed new life into the aging venue, which also draws young visitors and tourists.