Real-world retail beckons China's youth

Immersive experience

Similar transformations are taking place in other cities. Shanghai Bailian ZX Creative Center, China's first dedicated ACG-themed commercial complex, has gained high recognition among Gen Z consumers. Known to older generations as the Hualian Commercial Building, the site was repositioned following renovation.

In 2024, the center hosted nearly 700 events. Its annual sales increased by 70 percent year-on-year, while customer footfall rose 40 percent, and the number of registered members exceeded 260,000, according to data from the center.

In Beijing's Haidian district, Zhongguancun Art Park reopened on Dec 19 after a three-year renovation of the former Zhongguancun Shibao Street and Zhongguancun Plaza. During its trial operation period, the new commercial complex received 120,000 visits per day.

At lunchtime on a weekday in December, students and office workers from nearby universities and tech companies filled the halls. Some arrived for lunch, while others lingered in cafes and public spaces. Despite the cold weather, long lines formed outside an artistic bakery that has become a hit online.

Twenty-five-year-old Shuai Huan, a college student in the area, gave a thumbs up to the shopping mall's transformation, which he has witnessed during the past few years. "It was once a food hall," he said."Except for restaurants, you could hardly see any other shops here. As the mall's renewal wraps up, the list of shops here has greatly expanded. It's convenient for college students to enjoy more kinds of services here, like reading, coffee bars, and bakeries. We don't have to travel a long way to Xicheng or Dongcheng districts anymore to enjoy these."

The park features a 20,000-square-meter rooftop garden and five courtyard-style sunken plazas. Public art installations have become popular backdrops for photos, often showing young visitors holding coffee cups as they pose.

Another newly-opened commercial block, Weigong Fanghuali, has also attracted attention since opening in September. Located near colleges and high-tech companies in Haidian, the complex combines art, fashion, health, and culture. Futuristic installations, including two large artistic structures and an interactive metal face, create a cyberpunk-style atmosphere. A pink pig-themed train has become a popular attraction for nearby residents.

The block made the list of Beijing's top 30 new internet-famous check-in spots of the year, released by the Beijing Bureau of Culture and Tourism.

Inside the complex, a 1,300-square-meter National Library Cultural Center creates an eye-catching reading space. Designed to feel relaxed rather than strictly quiet, the space features dynamic lighting systems, art installations inspired by oracle bone script, and areas for reading and discussion.

Zhang Chengzhi, 20, a college student, shared that he often studies there with friends. "The environment of the school library is too quiet," he said. "Modern scientific research shows that studying with some white noise may actually yield better results. This place plays pleasant music, creating a cozy atmosphere."

Zhang Bowen, manager of the center, said the goal is to promote offline reading by creating three-dimensional and immersive cultural experiences. Visitors can peruse facsimiles of rare ancient books, attend cultural salons, art exhibitions, and handicraft workshops, and purchase themed souvenirs inspired by classic Chinese literature.

To attract students during exam season, the center introduced a promotion offering coffee for one yuan (14 cents), which significantly increased visitor numbers, particularly during evenings and weekends.

"Many young people have met like-minded peers through these events and formed stable offline communities," she said, adding that the rising visitor flow also drives the center's sales.