Recently, the "Glory Wangfujing: Discover New Guochao" event kicked off with great enthusiasm on the "Golden Street" of Wangfujing Pedestrian Street. This three-month-long event features 37 time-honored brands and renowned Chinese gifts, covering five major categories: food and beverages, intangible cultural heritage crafts, Guochao fashion, cultural and creative arts, and specialty photography. The event celebrates the essence of old Beijing's food, drink, and entertainment, offering nearly a hundred carefully selected products. With a seamless blend of online and offline experiences, the event provides a multi-dimensional refresh of the consumer's exhibition experience, illuminating a unique scene on Wangfujing's "Golden Street."

Entering from the northern end of Wangfujing Street, the bustling "Guochao Market," filled with elements of traditional Chinese red, exudes a classic charm. On both sides of the street, there are three display areas with over 40 booths, showcasing a variety of time-honored brands.

At the market, various time-honored enterprises and Chinese gift brands proudly presented their signature products that consumers know and love. They also carefully selected trendy items and introduced products from the Chinese national team, Asian Winter Games, Chinese gift series, and the Palace Museum series, offering a wide range of choices for consumers. Ms. Lu, a tourist from Guangzhou, bought three roast ducks from Bianyi Fang. She said, "A few days ago, my friends and I had roast duck at the Bianyi Fang restaurant; it was crispy on the outside and tender on the inside, absolutely delicious. Today, while strolling around Wangfujing, I happened to see they were selling it here, so I bought a few to take home for my family to try."

The "Guochao Market" is not just an offline event. During the event, consumers can watch live streams on platforms like Douyin and Xiaohongshu, "virtually" browsing the market and experiencing the new possibilities brought by digitalization. This comprehensive display showcases the charm and cultural heritage of various brands, providing consumers with a Guochao shopping feast that combines traditional culture, fashion trends, and quality consumption.

This event, in terms of commercial atmosphere, showcases a visual combination of the iconic Chinese red and the green-blue hues of the "A Thousand Li of Rivers and Mountains" painting, reflecting a fusion of classical architectural style with modern digital technology. In terms of product features, it brings together unique products from Beijing's time-honored brands and items from the "Chinese Good Gifts" collection representing 34 provinces and cities across the country. For interactive experiences, the event invites masters of intangible cultural heritage and contemporary mainstream cultural promoters to create an immersive experience that combines brand consumption displays with hands-on activities. In terms of consumption, it presents a new landmark that embodies the essence of culture, commerce, and technology of the new era. The event creates a tangible and experiential "time-honored" cultural space, allowing consumers to explore and purchase "Good Gifts" from all over the country without leaving Wangfujing Commercial Street.

A relevant representative from Beijing Chongyuan Group Co., Ltd. stated that as a state-owned commercial service group in Dongcheng District, with over 20 time-honored brands, more than 10 national and municipal intangible cultural heritage skills, and hundreds of skilled talents, Chongyuan Group will focus on its positioning within the core functional area of the capital. By expanding the market while serving the needs of the people of the capital, Chongyuan Group aims to provide consumers with more down-to-earth fashion consumption experiences, boost consumer confidence, and enhance the vitality of fashion consumption. The group is committed to supporting the development of an international consumption center city, actively promoting the heritage and innovative development of time-honored brands, and continuously unleashing new growth drivers for the company. This approach seeks to achieve a win-win situation for both brand value and social benefits, while also contributing to the new development pattern of the regional economy by enhancing and empowering it.

Translator: BAI Jing

Reviewer: FENG Haoxuan