Beijing

This September, a unique event is transforming a corner of Beijing's Shougang Park (北京首钢园) into a vibrant crossroads of food, folklore, and fun. The "Wuhuatianbao·Xiyou Shengyan" (物华天宝·西游盛宴) food market is more than just a place to eat; it's a creative playground where China's classic culinary names shake hands with one of its most beloved stories, creating an unforgettable fusion of taste and tale. This innovative concept aims to bridge generations, inviting both those who grew up with the legend and newcomers to experience it in a wholly original way. Running from September 10–14 as part of the 2025 China International Fair for Trade in Services (CIFTIS), this market is the brainchild of Beijing Huatian Food Group (北京华天饮食集团). It brings together a roster of the city's most famous time-honored restaurants for a collaborative experiment, all themed around the iconic 1999 CCTV animated series Journey to the West. The choice of Shougang Park, a symbol of industrial transformation, as the venue is particularly apt, echoing the event's own theme of reinventing tradition for a modern audience. The industrial backdrop provides a striking contrast to the mythical world being created, enhancing the sense of entering a special, separate realm. Old Brands, New Roles Forget…

Summer's heat ignites Beijing's dining scene, but this year, traditional discounts take a backseat to cultural immersion. Restaurants report a 5% surge in both customers and revenue compared to last summer, driven by innovative blends of heritage, storytelling, and local flavors. From noodle workshops in bustling hutongs to panda-themed feasts and lakeside craft markets, eateries are transforming meals into multidimensional journeys. This shift responds to travelers craving authentic connections beyond taste, proving that Beijing’s culinary identity thrives when chefs become culture keepers. Noodle Literacy Takes Root At Fangzhuang 69 Noodle House, queues stretch longer as tourists master the art of eating Zhajiangmian (炸酱面). Servers demonstrate the "three-step ritual": coating noodles with oil, ladling rich soybean paste, and artfully arranging 12 vibrant seasonal toppings like shredded cucumber, radish, and young garlic. Patrons aren’t just eating; they’re decoding centuries of northern Chinese culinary tradition. Demand for cultural context is palpable. Over 40% of visitors now ask about noodle history and vegetable symbolism, prompting staff training in storytelling techniques. Waiters explain fermentation secrets of the savory brown sauce and the significance of seasonal toppings, even offering key phrases in multiple languages. This cultural appetite has tangible impacts. Monthly garlic consumption alone exceeds 15…

Shoukai LONG Street transformed into a portal to ancient China during its spectacular second anniversary celebration, held June 28-29, 2025. Partnering with the Changping District government and leveraging cinematic inspiration, the event, themed "Tang Dynasty Elegance," propelled the district's "Night Economy 3.0" initiative to unprecedented heights. Over two pulsating nights, the open-air complex drew a staggering 120,000 visitors – a 50% surge from the previous year – generating over ¥6 million in sales (up 28.5%) and amassing 120 million social media impressions. This wasn't merely a festival; it was a cultural and commercial phenomenon, establishing Shoukai LONG Street as the undisputed epicenter of Beijing's northern nightlife and setting a new benchmark for experiential retail. Reimagining History Stepping onto Shoukai LONG Street felt like entering a meticulously crafted Tang Dynasty dreamscape. Architects and designers masterfully utilized the venue's layered terraces and expansive walkways. They reconstructed iconic scenes from beloved historical dramas, transporting visitors along the legendary Empress Yang Guifei's litchi delivery route. Vibrant vermillion hues dominated, accented by intricate Tang brocade patterns adorning facades and installations, subtly echoing imperial aesthetics while infusing artistry into the urban fabric. The centerpiece was a sprawling, immersive recreation of a Tang market district, exceeding a…