Creative Chengdu retailers 'capture eyes before capturing wallets'

The Year of the Dragon will soon be upon us and Chinese people are looking for new ways to indulge themselves over the Spring Festival. Spring Festival officially begins on February 10, but the celebration and festivities started weeks ago. As China's retail market continues to grow, business owners are becoming more creative in capturing eager consumers with ever-changing appetites!

This includes southwest China's Chengdu – a city famous for its history and spicy food.

Zhao Cenwen, a Chengdu local, has recommended a place combining old tales, dancing and food.

"Shuyanfu at Chengdu Eastern Suburb Memory park is a good place. In ancient times, people used to refer to Sichuan as 'Shu.' So, the name Shuyanfu means 'Ode to the Shu Banquet,'"said Zhao, a reporter from the Chengdu International Communications Center at the Chengdu Media Group.

It is a one-of-a-kind dining experience, where dancers perform and patrons sit in the same way the ancient Chinese would have during celebrations. The performances and dresses are inspired by traditional Chinese culture, mainly from the Han and Tang Dynasties some 2,000 years ago. And the choreography comes from the stories and legends of ancient China, especially Sichuan.

"I think this is the future direction of dining services. To be honest, I think dining at home is the most comfortable choice; so many people who opt to dine out are looking for more than just food. That includes interacting socially with others, and experiencing cultural elements. Consumers love to choose places that offer something more,"said Yang Zi, a manager in charge of Shuyanfu.

Diners here also have the option of paying a premium for trying on traditional clothes –and taking photos and videos before the banquet starts. One diner made a reference to a popular Chinese TV show called "A Dream of Splendor" and Shuyanfu made her feel like a character from the drama.

Two-thirds of the total 170 seats have already been booked a week ahead of Chinese New Year's Eve. And, it's expected to attract a full house.

The growth of the retail market in Chengdu is ranked among the highest in China, recording growth of over 10 percent in 2023. Experts believe one of the main drivers behind this is the creativity of local business owners in attracting customers. From lanterns to fiery performances, malls and shopping centers in Chengdu are working hard to capture eyes before they capture wallets.