Capturing the most candid moments

"It is a perfect fusion of myth, history and modern creativity," says Feng Jinle, an official in charge of travel photography operations at the resort, part of a UNESCO World Heritage site.

Feng took the lead in developing the town's travel photography industry in early 2023, testing the market by sharing photography content highlighting hanfu on the popular livestream platform Douyin.

The town's unique historical backdrop, featuring Beijing-Hangzhou Grand Canal culture, provides rich material for themed photoshoots.

"Young women took quite a shine to the idea of dressing as ancient brewery girls along the canal," Feng says.

It immediately garnered an enthusiastic response from online viewers, which led to the travel photography business' official launch a few months later.

The first store, located near the scenic spot's east gate, offers quick-change hanfu services, allowing visitors to immerse themselves in traditional attire upon entering the ancient town.

By the end of 2023, revenue from this single store had reached nearly 2 million yuan ($281,550), Feng says.

As demand grew, a second flagship store was opened at the center of the area, spanning 650 square meters and catering to mid-range and high-end customers with customized, historically accurate costumes and scenes inspired by ancient dynasties.

A third store, developed in collaboration with the local civil affairs bureau and themed around marriage registration, is scheduled to open later this year.

"Our primary customer base is predominantly female, accounting for more than 92 percent, with over 50 percent under 35," Feng says.

Today, the project employs 12 full-time staff, including makeup artists, photographers and digital marketing specialists.