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Yiwu City, known as the "world's supermarket" in Zhejiang Province in eastern China, is drawing international visitors not just for trade but for immersive shopping and tech-driven experiences. The city is becoming a gateway for understanding modern China.

In the first half of this year, Yiwu's small-commodity market attracted an average of 294,000 daily visitors, up 34% year-on-year, with international buyers averaging 12,000 daily, a 30% increase.

Exports reached 420.7 billion yuan ($62.5 billion), up 17.3% year-on-year.

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Shopping tourism drives Yiwu's inbound travel surge