The Jingshan Park launches market events.

Recently, the Jingshan Park recently hosted a Peach Blossom Cultural Festival that drew numerous visitors. Beyond viewing peach blossoms, visitors could paint pictures on fans, taste floral teas, and enjoy Tai Chi performances, flash mobs, and experience Tang Dynasty-style dress and makeup activities. In recent years, Wenzhou has adopted a “Park+Experience” model, integrating natural landscapes, cultural creativity, and commercial formats to enhance park experience and stimulate consumption potential.

Visitors can stroll through Song Dynasty-themed streets at the West Garden of the Jiangxin Islet, appreciate cultural and creative exhibits at Jiushan Shuhui, explore intangible cultural heritage at the Mochi Park, and enjoy night performances at the Impression Nantang. With the renovation of a series of parks—including the West Garden of the Jiangxin Islet, the Jiushan Park, the Mochi Park, the Bailuzhou Park, and the Sanyang Wetland Park—these revitalized spaces have provided not only diversified leisure destinations for citizens but also served as important engines for regional consumption upgrades.

From daytime art exhibitions to nighttime light shows, from an array of cultural and creative souvenirs to a variety of local delicacies, parks have evolved from simple leisure areas into multi-functional spaces that blend culture, entertainment, dining, and shopping. This transformation has rapidly boosted the popularity of the “park economy.”

After its renovation, the West Garden of the Jiangxin Island has been redesigned with water as the core theme, featuring meticulously crafted pavilions and ancient-style buildings along the waterfront, evoking a rich Song Dynasty charm. The park has also established a Song Dynasty-Style Street, covering an area of about 6,000 square meters, which features a variety of commercial formats such as local delicacies and cultural and creative products, as well as special performances and markets, allowing visitors back to the bustling streets of the Song Dynasty.

Around the Mochi Park, landmarks such as the Dongou King Temple, the “One Lane and Six Courtyards,” and the distinctive architecture on the west side of Huagai Lane have been revitalized and connected like pearls. A series of tranquil and cozy courtyards, along with buildings like the Republican period style, have made this area the epitome of Ouyue culture in the ancient city. Today, these old residences have been transformed into cultural venues such as intangible cultural heritage exhibition halls, art clubs, and small theaters, or into social venues like cafés and tea houses. They also regularly host large-scale cultural and tourism experiences and market events.

At night, the Bailuzhou Park comes alive under vibrant lights. Visitors can shop and stroll through the Nantang Xintiandi commercial block, explore themed markets, or embark on a boat tour along the Nantang River, enjoying immersive light shows and live performances. Meanwhile, the Sanyang Wetland Park regularly hosts events such as the “Nature Market,” blending natural landscapes with cultural, artistic, outdoor, and family-friendly experiences.

The Ma’anchi Park and the Jingshan Park focus on flowers, integrating elements of China chic and Hanfu, and hosting various activities such as flower arrangement displays and themed markets. In addition, parks such as the Central Green Axis Park, the Yangfushan Park, Shangdoumenpu Park, and the landscape belt along the Oujiang Road have also integrated commerce with scenery, creating unique “park economy.” These efforts not only attract visitors to boost consumption but also become distinctive urban landscapes.

In 2023, the Zhejiang Provincial Department of Culture and Tourism announced the first batch of key cultural and tourism markets for cultivation in the province. Among them, 13 were selected from Wenzhou, including the Jiushan Shuhui Song Dynasty Plays & Saloon Plus Event and the Oujiang Light Pier Market. Last year, such markets across Lucheng District attracted over a million visitors and generated online live streaming traffic exceeding 100 million, significantly boosting consumption in surrounding commercial areas.

According to industry experts, experiential consumption is becoming a key trend in commercial development. Popular business models such as social commerce business and curated commerce require more open and flexible public spaces. By integrating natural environments with consumption scenarios, it is possible to create more open and unique commercial spaces. As consumers increasingly prioritize experience, service ambiance and emotional value, the park economy presents a viable alternative to traditional enclosed shopping malls and street mall commerce—emerging as a new engine for experiential consumption growth.