SHIJIAZHUANG, Aug. 9 (Xinhua) -- Hu Shaoyu, a resident of Zhengding County in north China's Hebei Province, could hardly anticipate that his historic hometown -- renowned for its ancient architecture -- would gain nationwide fame for its sprawling night market, which has inadvertently taken on a cyberpunk aesthetic.
The 37-year-old is no stranger to the scenes circulating online: As dusk falls each day, lines of food carts crowd into a vast venue, transforming a daytime parking lot into a neon-lit carnival of vibrant sights, tantalizing aromas, and bustling sounds.
Even before gaining its internet fame last year, the night market had already been a beloved destination for locals like Hu since its inception in 2012. "I frequent the market with friends two or three nights monthly," he said, "and it's delightful to witness its growing appeal through digital exposure."
Inspired by social media posts, consumers nationwide have been streaming in to the nighttime hotspot. In 2024, the market attracted a total of 3 million visits.
And its momentum is ever-growing. In June, the market became a trending topic yet again on Chinese lifestyle-sharing app rednote, placing it on the travel lists of numerous netizens this summer.
Wang Yichen, a college student in east China's Shandong Province, recently decided to experience it for herself after seeing what she called "eye-catching" images.
Immersed in the aromatic symphony of sizzling delicacies, she told Xinhua that she had found it hard to choose what to try first. "There are so many kinds of delicious foods," she said with evident excitement. "I've never seen such a spectacular night market before."
Spanning over 10,000 square meters with more than 600 stalls, the market offers customers a taste of Hebei's local flavors as well as iconic dishes from other parts of China.
In a sea of busy stalls, vendor Wang Qiao stands out with her pan-fried pork buns, which have become iconic on Shanghai's street food scene. Over the past seven years, her stand has become a magnet for foodies, who hail the snack as a must-try at the night market.
"Food excellence drives my business," the 37-year-old mother of two teenagers told Xinhua, adding that she had traveled to Shanghai multiple times to hone her skills and continues to introduce new flavors to meet diverse consumer demand.
Her commitment to serving top-flight food, coupled with the market's growing fame, has brought in more customers and increased her earnings. "This well-managed platform enables me to better provide for my family," she said.
Wang Qiao is among the many beneficiaries of the night market, which has generated 2,500 jobs to date, according to Liu Guangdi, chairman of the Zhengding international small commodities group, which manages the market.
Liu attributed the market's unexpected success to collaborative efforts between local authorities and management.
"We take full advantage of the urban space and provide multiple services to ensure the entire night market operates in a safe, clean and orderly manner," she said, adding that its cyberpunk appearance was not designed deliberately for aesthetic purposes, but a byproduct of its daily management.
While the visitor influx benefits vendors, Liu admitted that it also poses challenges given the market's limited capacity, bringing traffic congestion and placing public facilities in short supply.
Fortunately, the local government has rolled out a raft of measures to optimize the visitor experience -- from deploying more police for security and traffic control to installing base stations and portable toilets.
With all these steps, the night market becomes an ideal destination for people to enjoy their free time. "We have also seen international visitors from countries like Spain and Russia come to our market," Liu said.
Meanwhile, witnessing the power of social media, Liu and her colleagues are working to expand the market's influence even further through digital means. "Now, we have specialized livestreaming personnel to promote the night market and other tourist attractions in Zhengding," she said.
The thriving market exemplifies China's vibrant night economy, with 2024 nighttime tourism expenditure projected to have reached 1.91 trillion yuan -- an increase of 21.7 percent year on year, per a report released by the China Tourism Academy.
In response to evolving public needs, different localities should cultivate distinctive nighttime identities around their local culture to enhance the appeal and sustainability of the night economy, according to Zheng Tao, a professor of economics at Yanshan University.
Zhengding is making headway in this direction. Beyond the culinary delights of its night market, the historic county is also inviting tourists to dress in traditional Chinese attire and savor its nocturnal charm through night tours of its illuminated heritage sites.
Though first drawn by the online appeal of the night market, Wang Yichen said she had also been happy with her visit to the magnificent ancient buildings of Zhengding. "I will definitely recommend this amazing place to others," the young traveler told Xinhua.
SOURCE/AUTHOR : Huang Yuzhang, Dong Xiaokun, Bai Lin - XINHUA NEWS
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