Beyond shopping, China's traditional markets enjoy youth-driven revival

"Behind the evolution of markets lies people's aspiration for offline social interaction," he said. "Markets have built high-quality urban and rural 'public living rooms' for people to exchange ideas."

Li Yifan, born in the 1990s, is a frequent market-goer. "What we look for in markets are things with their own stories, originality and ideas. Buying something you like is itself a form of emotional satisfaction."

A State Council work plan issued in January called for supporting emotion- and experience-oriented services. A plan for expanding consumption during the 15th Five-Year Plan period (2026-2030), rolled out in July, named experience-oriented consumption as a priority for cultivating new business models and scenarios.

To transform people's enthusiasm for markets into lasting economic vitality, many places have introduced policies to support their organization. In Shanghai, parks and disused factories have been used as spaces for young people to set up booths. In Nanchang, consumption vouchers were issued to attract market-goers.

The Wanshou Palace historical and cultural district in Nanchang has attracted more than 120 million visits since opening in 2021, with the highest daily passenger flow exceeding 320,000.

Hu Yan, promotion director of the district, told Xinhua that the district has kept introducing local cultural and creative brands and has given them preferential policies and subsidies.

"Thanks to the market, Wanshou Palace is not just a tourist attraction, but also a place where you feel the pulse of this city," said a tourist named Nie Liang.