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Nanjing Confucius Temple adds another cultural tourism landmark, with Jinling Changlefang creating East China's first immersive Ming Dynasty cultural space.

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2025-01-29

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Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

Come Source | Culture, Commerce and Tourism Industry Review

Recently, the plot at 132 Chang Le Road, Nanjing's Confucius Temple area, has seen new developments, officially announcing the creation of East China's first immersive Ming Dynasty cultural space - Jinling Chang Le Fang. The project integrates culture, commerce, and tourism, and is expected to become a new landmark for Nanjing's cultural tourism, recreating the grandeur of the Ming Dynasty, reliving the bustling Jinling fair, and injecting new impetus into Nanjing's cultural tourism industry development. The project will begin full-scale construction after the New Year and is expected to open within 2025.

The plot at 132 Chang Le Road boasts a prime location, adjacent to the two popular commercial districts of Confucius Temple and Lao Men Dong. This land has undergone many changes, from the former Five Star Appliances and Walmart supermarket to the rumored "Wenheyou" project in 2022. Each planning iteration has captured market attention. Now, the establishment of Jinling Chang Le Fang not only represents a revaluation of the plot but also a deep excavation and inheritance of Nanjing's local culture.

Jinling Chang Le Fang is positioned as East China's first immersive Ming Dynasty cultural space. Using Ming Dynasty culture as its core and the imperial examination system as its entry point, it uses the story of scholars traveling by boat to take the imperial examination as a blueprint, cleverly dividing the space into four areas: "Jinling Imperial Capital Performing Arts Space," "Jinling Palace Performing Arts Space," "Kui Xing Pavilion Imperial Examination Space," and "Rooftop Garden Entertainment Space." Through carefully designed scenes and storylines, it takes visitors through time to experience the prosperity of Ming Dynasty Jinling. This immersive experience, with culture as its core, will not only satisfy tourists' curiosity and desire to explore historical culture, but will also help Nanjing's cultural tourism industry to polish the "Ming Dynasty culture" super IP.

Jinling Chang Le Fang is invested and developed by Nanjing Xinwenmei Commercial Investment Co., Ltd. The major shareholders of Nanjing Xinwenmei Commercial Investment Co., Ltd. are Jiangsu Zhenghe Chengbang (36%), Light Textile Group (25%), Noah Entertainment (22.5%), Qinhuai State-owned Assets (10%), and Hunan Wenheyou (6.5%). This strong alliance is expected to leverage synergy in resource integration, brand promotion, and operational management, driving Jinling Chang Le Fang to become a benchmark project in Nanjing's cultural tourism market.

According to the project developer, Jinling Chang Le Fang will introduce over 200 specialty brands, covering eight characteristic business formats including national trend retail, makeup and styling travel photography, and intangible cultural heritage crafts. The diverse business layout will not only meet the consumption needs of different tourists but also attract more young customers, bringing new consumption growth points to the traditional Confucius Temple commercial district.

In the future, Jinling Chang Le Fang will actively respond to Jiangsu Province's call to brighten up "nightlife." The project plans to set up an entertainment performance section on the 5th-floor rooftop garden and, if conditions permit, open a 24-hour night economy, further enriching the nightlife content of the Confucius Temple scenic area, extending tourists' stay time, enhancing consumption potential, and adding new vitality to Nanjing's night economy.

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