The innovative "Chinese and Western Mix-and-Mix" of the time-honored glutinous rice balls meets young people’s taste buds, the inheritors of intangible cultural heritage projects in cultural landmarks interact with tourists in it runs in the family, and various activities such as flower viewing lanterns, solve riddles on the lanterns and cruise ships are splendid … … Following the "good start" of the Spring Festival holiday, the consumption scenes such as catering, culture and tourism around the Lantern Festival continued to be hot, confirming the potential and vitality of consumption recovery in 2023.
Have a good time: reunion, health and novelty are all the same.
On the day of Lantern Festival, a hot pot dumpling feast in Chongqing Happy Valley was full of people, and dumplings of various flavors rolled in the bottom of the pot with different flavors. The reporter saw that in addition to the traditional stuffing dumplings, some new varieties that are not common in the market, such as spicy hot pot boiled with coriander stuffing dumplings and tomato coffee pot boiled with soft candy and mustard stuffing dumplings, are favored by a large number of diners. "In the past, I ate a lot of dumplings filled with sesame seeds and bean paste, and I am more willing to try a new taste!" Dai Jie, a post-00 tourist, said.
There is a long queue outside the old Qiaojiazha store in Shanghai, and the "Chinese and Western mix" American coffee dumplings are very popular among young consumers. According to the person in charge of Qiaojiazha store, it is estimated that the sales volume of glutinous rice balls will increase by three times compared with last year around the Lantern Festival this year.
"2023 Shanghai New Year Agricultural Products Exhibition" Jing ‘an Kerry Center. (Photo courtesy of the interviewee)
"China Time-honored Brand" Changsha Huogong Palace Pozi Street Head Office was bursting with passengers. Zhou Xiaochang, deputy general manager of Changsha Catering Group Fire Palace Co., Ltd. said that most consumers come together with three generations of grandparents and grandchildren, and people don’t "eat and drink in the sea" like in the past; To this end, the Fire Palace has made timely adjustments in terms of tastes and packages, such as introducing new products such as orange-flavored dumplings and multi-category and small-sized family packages. "Old brands should also keep up with the new situation."
There must be no shortage of glutinous rice balls for festivals, and green and healthy agricultural products also come to "help out". In the venue of Jing ‘an Kerry Center, the "2023 Shanghai New Year Agricultural Products Exhibition" hosted by Shanghai Agricultural Exhibition Hall, fresh rice, vegetables, melons and fruits, livestock products, aquatic products, flowers, cakes and canned goods are dazzling, and consumers are bustling. Many exhibitors said that the holiday consumption demand is strong and the green food consumption market has great potential.
Product culture: traditional folk customs and innovative elements increase consumption enthusiasm
At 8 o’clock on the evening of February 4, the Dragon Dance Square in Xuantianhu, Tongliang District, Chongqing was already full of audiences, and the non-legacy dragon dance gradually reached its climax. The master of the blacksmith threw the molten iron into the air, and another master beat the high-temperature molten iron into the air with a piece of wood, which suddenly bloomed into beautiful fireworks. The shirtless dragon-dancing man waved the fire-breathing dragon and danced the dragon dance among the flamingo trees and silver flowers all over the sky, which was amazing.
Team members of Tongliang Fire Dragon perform Tongliang Fire Dragon. Xinhua News Agency reporter Liu Yushe
The Tongliang Dragon Dance, which was listed in the first batch of national intangible cultural heritage list, attracts tourists in droves and has formed a potential industry. According to the statistics of Tongliang District Culture and Tourism Development Committee in Chongqing, the annual output value of local dragon lantern products related industries is about 50 million yuan; The direct annual income of tickets for Dragon Culture Tourism is more than 20 million yuan.
Yong Yang, deputy general manager of Chongqing Xuantianhu Cultural Tourism Development Co., Ltd., said that nearly 4,000 tickets for the two dragon dance performances of the Lantern Festival were all sold out.
On February 5, when night fell, the courtyard of the main office of Pozi Street in Changsha Fire Palace was brightly lit and full of people. Inheritors of non-legacy projects such as Qupai gongs and drums and Changsha Tanci took turns to appear, offering tourists a two-hour "Lantern Festival". Visitors under the stage ate dumplings while watching performances, and also participated in interactive games on the spot. Feng Rao, president of Ma Honeycomb Tourism Research Institute, said that the "national tide" in which traditional culture and folk customs introduce innovative elements has become a hot spot in the consumer market, which is favored by more and more young consumers, who are keen to participate in cultural activities and share them on social platforms, which has promoted the spread of traditional culture.
The 24-hour Desiqin Bookstore in Changsha is crowded. Here, people read and experience the traditional Lantern Festival solve riddles on the lanterns activities. Originally, all the riddles were hidden in the sample books of the bookstore.
Sun Weiwen, the manager of the bookstore, said that the cultural consumption fever during the Spring Festival continued during the Lantern Festival. Readers include preschool children who come with their parents, and elderly people who are over eighty. "At present, cultural consumption, which is both knowledgeable and suitable for all ages, has become a new trend of festivals."
Have fun: lanterns light up the "night economy" in various places
Shanghai Jinjiang Paradise held the "Lantern Night of Prosperous Years" from the 13th to 15th of the first month. The "Shengshi Tang Lantern Market", which is made of red city gate, silk gauze and rabbit lanterns, combines folk performances such as lion dance, drum dance and dancing in the sky, bringing people an immersive experience.
Recently, Shanghai has issued an action plan to boost confidence, expand demand, stabilize growth and promote development, clearly promote consumption expansion and upgrading, and vigorously develop the first-time economy, night economy and live stream economy; Fully activate the cultural tourism market, and the city and district will jointly issue special coupons for cultural tourism, sports, catering and retail.
According to the relevant person in charge of Jinjiang Paradise, from January 22 to February 4 this year, the park has received more than 50,000 tourists and realized an operating income of more than 5 million yuan, setting a new high during the Spring Festival in recent years. "This is due to the government’s support for promoting cultural tourism consumption. This year, we will also attract more tourists and revitalize the consumer economy through festivals and market activities while doing a good job in safe production. "
Jinjiang Paradise created the "prosperous Tang Lantern Fair". (Photo courtesy of the interviewee)
On the occasion of the Lantern Festival, various tourist activities, such as viewing lanterns, solve riddles on the lanterns, taking cruise ships and setting off fireworks, are splendid, adding a "fire" to the recovering "night economy". According to the Chongqing Municipal Commission of Culture and Tourism Development, during the Lantern Festival, more than 100 cultural tourism theme activities were launched in Chongqing cultural tourism venues for citizens and tourists to celebrate the festival. According to the data of Ma Honeycomb Platform, on the occasion of Lantern Festival, the average heat of night tourism in various places rose by over 60%.
A large shopping center in Changsha, Hunan Province held a Lantern Festival. Xinhua News Agency reporter Bai Tiantian photo
He Jianmin, a professor at the Business School of Shanghai University of Finance and Economics, believes that since the Spring Festival, consumer vouchers have been distributed in catering, culture, tourism and other scenes, effectively matching high-quality supply, which has played a positive role in boosting market confidence and helping consumption accelerate recovery.
Text reporters: Chen Aiping, Li Xiaoting, Zhao Jiale, Bai Tiantian.
Holiday arrangements for the Spring Festival. Screenshot of network platform
Some enterprises announced a holiday on New Year’s Eve. Weibo screenshot
Some netizens commented. Screenshot of social platform
