How can the transformation of a market bring surprises to a city? The Xinmin Market has presented commendable answers. From August 9 to 10, Changchun leveraged the weekend pedestrian-only hours on Xinmin Street, jointly organizing the Xinmin Market through collaborations between the Municipal Bureau of Commerce, Municipal Bureau of Culture, Radio, Television and Tourism, Municipal Health Commission, and Chaoyang District. The inaugural event drew citywide attention, with nearly 700,000 visitors and sales exceeding 42.99 million yuan.

As a pivotal carrier of the "One Axis, Two Wings" coordinated development model, the Xinmin Market not only revitalized the historical and cultural district but also triggered a ripple effect, driving simultaneous growth in foot traffic and consumption across the Guilin Road and Hongqi Street business districts. The synergistic effect of regional collaboration became increasingly evident.

Over the weekend, the historical Xinmin Street district buzzed with life as the market's lively atmosphere harmonized with illuminated architectural landmarks. Long queues formed at heritage brand stalls, where Nanhu Hotel's deli gift boxes and Dingfengzhen's Chinese pastries emitted tantalizing smell. At the intangible cultural heritage booths, children marveled at the sweet artistry of Dong's Sugar Figures, while visitors admired the intricate patterns of Li's Manchu Embroidery. Featured local specialties included ginseng health products, ginseng essence, blueberry juice and so on. Convenient services like on-site ordering and home delivery allowed shoppers to carry gift boxes effortlessly through the crowds, blending cultural vibrancy with everyday convenience.

"We're tourists from Hangzhou and stumbled upon this market—it’s incredibly lively!" exclaimed Zhang Yong, a visitor. "The Dong's Sugar Figures crafted sugar characters so vividly that my child watched for ages. The intangible cultural heritage displays and street performances added so much cultural flavor to this old street." The bustling market not only became a leisure destination for locals but also unlocked consumption potential in surrounding districts—many visitors continued their journey to Guilin Road for nightlife or explored Hongqi Street for trendy products, showing the booming popularity of Xinmin Market radiating out to surrounding areas.

The market's vibrancy significantly boosted foot traffic and sales in adjacent business districts. Guilin Road and Hongqi Street recorded combined visitor numbers of 400,300 (up 10.76% week-on-week) and sales of 42.2 million yuan (up 14.6% week-on-week). Specifically, Guilin Road welcomed 283,000 visitors with sales of 2.2 million yuan, while Hongqi Street saw 117,300 visitors and sales surpassing 40 million yuan.

In Guilin Road, vibrant and colorful murals became social media hotspots, while cafés and snack streets remained as popular sites. "After the market, many visitors strolled over to Guilin Road—our coffee sales doubled!" said Wang, owner of a local café. Meanwhile, Hongqi Street capitalized on IPs like the Formal Site of Changchun Film Studio and the May 4th Central Station Night Market. "I visited the market and then headed to Hongqi Street—'The Hill' and 54th Tram Cultural Tour Train were so eye-catching. Changchun’s cultural tourism keeps getting better!" said Wang Meitong, a local resident.

The success of Xinmin Market exemplifies the "One Axis, Two Wings" model and highlights Changchun's innovative approach to stimulating consumption through cultural-commercial-tourism integration. From revitalizing historical architecture to promoting convenience services, and from preserving heritage craftsmanship to fostering creative growth of emerging brands, this historic street now serves as a gateway for the city, crafting a compelling narrative of Changchun's development.

It's reported that, adhering to the "One Axis, Two Wings" strategy, the Xinmin Market will return with more cultural-commercial-tourism offerings this upcoming weekend (August 16–17).

Source: Changchun Government Affairs　 Editor: Liu Jiadi