"Market walk" catches on as new consumption scenes emerge

随着新消费场景的出现，“集市漫步”流行起来

BEIJING, Jan. 17 (Xinhua) -- When Jin Lulu returned from studying abroad, she opened a cafe -- not in a glossy mall or office tower, but at the entrance of the 30-year-old Gudang market in east China's Zhejiang Province.

新华社北京1月17日电金露露从国外留学回来后，开了一家咖啡馆——不是在光鲜亮丽的商场或办公楼里，而是在中国东部浙江省有30年历史的古当市场的入口处。

"I used to come here with my grandmother when I was little. Now I'm back opening a cafe here, and it feels so warm and nostalgic," Jin said.

“我小时候经常和祖母来这里。现在我回到这里开了一家咖啡馆，感觉很温暖和怀旧，”金说。

Located in western Hangzhou, the provincial capital, Gudang market has recently become a popular spot. Many young visitors, even when pressed for time, pull their suitcases along just to stop by for a stroll.

位于省会杭州西部的古荡市场最近成了热门景点。许多年轻游客，即使时间紧迫，也会拖着行李箱过来逛逛。

"About 20 percent of our vendors were born in the 1990s and 2000s, and their presence has brought fresh energy," said Yu Hongmei, director of Gudang market. She added that the goal is to turn the traditional market into a community hub where people of all ages can find a sense of belonging.

“我们大约20%的摊贩是90后和00后，他们的出现带来了新鲜的能量，”古当市场主任于红梅说。她补充说，目标是将传统市场变成一个社区中心，让所有年龄段的人都能找到归属感。

After a nine-month renovation starting in 2024, the market emerged refreshed, modern and digital -- yet it retains its nostalgic charm. Inside striking old architecture, the space is bright and spotless, with patterned floor tiles complementing the colors of geometric stained-glass windows.

经过2024年开始的为期9个月的翻新，市场焕然一新、现代化和数字化，但仍保留了怀旧的魅力。在引人注目的古老建筑内，空间明亮而一尘不染，图案地砖与几何彩色玻璃窗的颜色相得益彰。

At its entrance, a large screen scrolls real-time information, including the number of stalls, prices, sales, top-selling booths, and food safety test results. Each stall is equipped to show prices, QR codes for payment, and vendor details at a glance.

在其入口处，一块大屏幕滚动着实时信息，包括摊位数量、价格、销售额、畅销摊位、食品安全检测结果等。每个摊位都配备了显示价格、支付二维码和供应商详细信息的设备，一目了然。

And it is not just happening in Hangzhou. Across China, traditional wet markets are being renovated and upgraded, seamlessly weaving into modern community life, with many becoming "internet-famous" spots -- fueling the nationwide trend for the "market walk."

这不仅仅发生在杭州。在中国各地，传统菜市场正在被改造和升级，无缝融入现代社区生活，许多菜市场成为“网红”景点，推动了全国范围内的“市场漫步”趋势。

While strolling through these markets, visitors can also browse bookstores, sip coffee, enjoy light meals, and explore creative handicrafts, meeting both material needs and emotional desires at the same time.

游人漫步在这些市场的同时，还可以浏览书店、啜饮咖啡、享用简餐、探索创意手工艺品，同时满足物质需求和情感欲望。

In 2024, an action plan jointly issued by nine government departments, including the Ministry of Commerce, called for supporting the standardized renovation of traditional markets, enriching community services and business formats, and improving facilities and the overall environment.

2024年，商务部等9个政府部门联合印发的行动计划，要求支持传统市场规范化改造，丰富社区服务和业态，提升设施和整体环境。

In Hengyang, central China's Hunan Province, a traditional market has been upgraded into a "smart" market and introduced "vegetable doctors" who test produce for pesticide residues every morning.

在中国中部的湖南省衡阳市，一个传统市场已经升级为“智能”市场，并引入了“蔬菜医生”，每天早上对农产品进行农药残留检测。

In south China's Shenzhen, the Dongmen market is one of the city's oldest fresh-food and meat markets, nestled in the city center among high-rises and busy streets. It not only meets the daily needs of local residents but also draws shoppers from Hong Kong.

在中国南方的深圳，东门市场是该市最古老的生鲜食品和肉类市场之一，坐落在市中心的高楼大厦和繁忙的街道之间。它不仅满足了当地居民的日常需求，还吸引了来自香港的购物者。

"Exploring a local market is one of the best ways to get to know a city. It's bustling, full of life, and rich in human connection," shared some netizens. Describing their habit of casually strolling through markets, they said they might wander to a nearby market after work as a simple way to relax and unwind.

“探索当地市场是了解一个城市的最佳方式之一。它熙熙攘攘，充满活力，人情味十足，”一些网友分享道。在描述他们随意逛市场的习惯时，他们说下班后可能会去附近的市场逛逛，作为放松和放松的简单方式。

On social platforms popular among young Chinese, the trend is gaining huge traction. The topic "market walk guide" has drawn nearly 120 million views on lifestyle-sharing platform Rednote, with more than 300,000 related posts.

在中国年轻人流行的社交平台上，这一趋势正在获得巨大的牵引力。话题“市场漫步指南”在生活方式分享平台Rednote上吸引了近1.2亿的浏览量，相关帖子超过30万条。

In the past, such markets in China were once labeled as "dirty and chaotic," with wet floors, scattered vegetable leaves, and constant shouting from vendors.

过去，中国这样的市场一度被贴上“脏乱差”的标签，地面潮湿，菜叶散落，商贩喊话不断。

Yet in both urban and rural China, markets have a long history. Over time, these market gatherings became the seeds around which cities gradually grew.

然而，无论是在中国的城市还是农村，市场都有着悠久的历史。随着时间的推移，这些市场集会成为城市逐渐成长的种子。

For a long time, wet markets served as the backbone of urban food distribution and a magnet for city life in China. Before supermarkets appeared, they were widespread and thriving. In recent years, however, the rise of neighborhood shops and online grocery platforms has put some traditional markets under pressure.

长期以来，菜市场是中国城市食品配送的支柱，也是吸引城市生活的磁石。在超市出现之前，它们是广泛而繁荣的。然而，近年来，邻里商店和在线杂货平台的兴起给一些传统市场带来了压力。

Industry estimates suggest there are tens of thousands of wet markets across the country, with Chengdu, Shanghai and Chongqing hosting the largest numbers.

业内估计，全国有数万个菜市场，其中成都、上海和重庆的菜市场数量最多。

"Traditional markets must change, or they won't survive," said Guan Jingjing, a professor at Zhejiang Gongshang University. She noted that, faced with pressure from supermarkets and online platforms, as well as the demands of urban renewal, traditional markets are increasingly losing foot traffic.

浙江工商大学教授关晶晶说：“传统市场必须改变，否则将无法生存。”她指出，面对来自超级市场和网上平台的压力，以及城市更新的需求，传统街市的人流量越来越少。

Upgrading through spatial redesign, visual refreshes, and diversified business offerings has become key to their transformation, Guan added.

关补充说，通过空间重新设计、视觉更新和多样化的业务产品进行升级已成为他们转型的关键。

Hong Yumeng, a graduate of the China Academy of Art, put this idea into practice in her thesis, developing a "market renovation plan" that reflects the younger generation's vision for the aesthetics of traditional market spaces.

毕业于中国美术学院的洪雨萌在论文中将这一想法付诸实践，制定了一个“市场改造计划”，反映了年轻一代对传统市场空间美学的愿景。

In her proposal, renovated markets feature more logical functional zones, more engaging circulation paths, and thoughtful connections to surrounding environments -- completely overturning the old stereotype of dim, noisy and chaotic markets.

在她的建议中，改造后的市场具有更符合逻辑的功能区、更吸引人的流通路径以及与周围环境的周到联系——完全颠覆了市场昏暗、嘈杂和混乱的旧刻板印象。

Hong said that young people are growing tired of standardized consumer spaces, and that markets redesigned with both local character and a strong sense of aesthetics are meeting their desire for social sharing and immersive experiences.

洪说，年轻人越来越厌倦标准化的消费空间，重新设计的兼具地方特色和强烈美感的市场正在满足他们对社交分享和沉浸式体验的渴望。

"Wet markets becoming a new favorite among young people is, at its core, a reshaping of their consumption habits and lifestyles," said Wang Peng, an associate researcher at the Beijing Academy of Social Sciences, in a media interview. He added that these markets allow young people to enjoy a more engaging, hands-on experience at a low cost.

北京社会科学院副研究员王鹏在接受媒体采访时表示：“菜市场成为年轻人的新宠，其核心是对他们消费习惯和生活方式的重塑。”他补充说，这些市场让年轻人能够以较低的成本享受更具吸引力的动手体验。

At the same time, the everyday bustle of wet markets, together with the lively chatter in local dialects and memories shared across generations, has become an emotional anchor for many adults, Wang said.

王说，与此同时，菜市场每天的喧嚣，加上当地方言的热闹聊天和几代人共享的记忆，已经成为许多成年人的情感支柱。

These changes in markets and consumption patterns align with China's wider social and economic development goals. During the 15th Five-Year Plan period (2026-2030), China is making meeting the people's ever-growing needs for a better life its fundamental goal. A high-level Party meeting last year also stressed the importance to boost consumption while protecting and improving people's well-being.

这些市场和消费模式的变化与中国更广泛的社会和经济发展目标相一致。在“十五五”期间（2026-2030年），中国正把满足人民日益增长的美好生活需要作为根本目标。去年党的一次高层会议也强调了在保护和改善人民福祉的同时促进消费的重要性。

While pursuing aesthetic upgrades and new business formats, markets must not lose their roots, Guan said, emphasizing that no matter how much they change, fresh produce, affordable prices, and convenient shopping remain the foundation for retaining longtime vendors and serving local residents.

关说，在追求美学升级和新业态的同时，市场不能失去它们的根，强调无论它们发生多大变化，新鲜的农产品、实惠的价格和方便的购物仍然是留住长期供应商和服务当地居民的基础。