Yanggu County, Shandong Province: Ignite Nighttime Consumption

YANGGU, China, Sept. 10, 2024 /Xinhua-AsiaNet/–

As night falls, vibrant fireworks illuminate the night sky over the banks of the Jindi River in Yanggu County, Liaocheng City, Shandong Province. The summer night lantern festival that blends tradition and modernity, along with spectacular fountain music shows and lively town markets, attracts numerous visitors eager to take photos and share their experiences.

Since the beginning of this year, Yanggu County has actively explored new business models to enrich nighttime economic consumption. The county has collaborated with various departments, including the cultural and tourism bureau, commerce bureau, and finance bureau, to introduce 15 measures to promote consumption. This initiative aims to boost comprehensive cultural and tourism consumption, further enhance the cultural tourism brand “Pearl of the Two Rivers, Heroic Yanggu,” stimulate tourism spending potential, and accelerate the development of the cultural and tourism market.

Under the night sky at the Shizilou Night Market Food Plaza filled with crawfish, seafood in fish sauce, barbecue and fresh fruits, the sounds of vendors calling out, customers chatting, and payment notifications create a comforting “symphony” of human activity. To fully accommodate nighttime consumption needs, Yanggu County is actively exploring new avenues for its nighttime economy, and continuously innovating cultural and tourism consumption experiences. New landmarks, such as the Shizilou Night Market Food Plaza and the Library Leisure Cultural Activity Center, are being developed to cultivate immersive, experiential, and interactive nighttime consumption hubs, offering consumers more choices. 

In addition to food, diverse nighttime entertainment has become a new lifestyle for residents. In the children’s entertainment area, attractions like bumper car, carousel, and inflatable castle have drawn many parents and children to play. 

With a waterfall cascading just a foot above the ground, taking on forms of mist, flowers, or jade beads, the melody of “Butterfly Lovers” echoes over the lakeside. Nearby, the interplay of light and shadow on the pavilion highlights the grandeur of the ancient structure. “Every weekend, I take my kids to the Zihui Lake to watch the music fountain light show. The scenery is beautiful, and the music is lovely. I post videos on TikTok that receive a lot of views,” said Wang Xiaoxing, a resident of Yanggu County, while enjoying the view on the west side of Zihui Lake.

On the sidewalks flanking Zihui Lake, tiger-head shoes, bracelets, and folding fans featuring Yanggu landmarks shine brightly under neon lights. At the lemonade stand, a group of young girls wait in line, captivated by eye-catching slogans, well-designed displays, and beautifully crafted products. This diverse range of goods not only satisfy the consumption needs of young people but also provide many college students with opportunities for entrepreneurship and employment.