Revitalizing Old Shopping Malls: A Focus on Business Models—Cultural Ignition Points for Commerce
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2025-01-18
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In the first three quarters of 2024, the cultural and new business sector achieved an operating income of 416.16 billion yuan, a year-on-year increase of 10.0%, and the demand for cultural consumption continued to grow. After integrating culture into the renovation of old shopping malls, "长安十二时辰" (Chang'an Twelve Hours) achieved over 200 million views online. Want to know how to attract people in a time of saturated material consumption? Today, we will share three successful approaches to integrating culture into business to boost traffic.
Using the online drama "长安十二时辰" (Chang'an Twelve Hours) as its IP base, it delves into the culture of the prosperous Tang Dynasty, incorporating classic scenes and elements from the drama, scattering nearly a hundred NPCs, and conducting all-day immersive performances.

Literati, talented men and women, heroes and thieves, Taoists and monks, shuttle around you. You can drink and write poetry with Li Bai, and the night watchmen patrol the streets and announce the time, creating an immersive experience of Tang Dynasty street life.


In addition, there is a Tang Dynasty food area and a Hu Ji wine shop, selling various cultural and creative products related to the Tang Dynasty, such as Tang-style clothing, ornaments, and handicrafts.


Combined with popular programs such as the Neon Clothes Dance, Chang Xiang Si, Pipa Xing, and the Paradise Banquet, visitors can experience the history, art, and customs of the Tang Dynasty through entertainment, achieving a perfect fusion of cultural IP and local culture.


Tokyo's Kabukicho combines Japan's national-treasure-level traditional comprehensive art with modern business.

With the Edo period as its theme, it features a Kabuki theater that regularly stages classic Kabuki performances. Surrounding shops also revolve around Kabuki culture, selling related clothing, props, and souvenirs.

In addition, Kabukicho holds various Kabuki-related activities, such as Kabuki makeup experiences and Kabuki lectures, allowing tourists to gain a deeper understanding of Kabuki art and increasing their sense of participation.


Creating Cultural Activity Scenes
Changchun's "This Has Mountain" uses a "mountain" as its core, designing a three-dimensional mountain landscape in a shopping mall, cleverly integrating the architectural forms of hillsides and caves into the commercial space.

The entire hill is 30 meters high, spiraling from the hillside to the summit. At the "summit" is a special Buddha statue.

White and translucent, it is an artistic sculpture of a questioner, and related activities are often held around the Buddha statue, such as: asking for blessings at the Questioning Toad Pavilion, Chinese mountain-opening ceremonies, and the Five-Way God of Wealth patrolling the mountain to send blessings.


The "Summit Theater Street" on the fourth floor has multiple themed cinemas and introduces restaurants and cultural and creative shops, allowing people to enjoy food and buy cultural and creative products while exploring the mountain.


Immersive Interactive Experience
Shanghai's Dashijie, which has a history of hundreds of years and was once the Far East's number one amusement park, has kept up with the times in recent years, using in-depth content mining and immersive interactive experiences to create an experience space full of cultural charm.


Dashijie has 22 performance spaces with a variety of shows. Among them, the immersive game theater "扬名立万" (Rise to Fame) allows the audience to change costumes and join the performance, triggering different story endings based on their choices, making the real-scene interaction lively and interesting.


In addition, there are cultural experience projects such as intangible cultural heritage exhibitions, performances, and inheritance, fully releasing the charm of intangible cultural heritage.

Here, audiences can not only enjoy wonderful performances but also interact with street artists and participate in brand salons, enjoying an immersive cultural experience with every step.


Recommended Important Cultural and Tourism Events
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The China Tourism Association will hold the 2025 China Tourism, Leisure and Entertainment Industry Annual Conference in Beijing from March 18-20 The conference will feature 10+ special forums on safety, theme parks, urban parks, immersive experiences, cultural commerce and tourism, tourist attractions, parent-child cultural tourism, resource revitalization, cultural tourism planning, new cultural tourism species, and cultural sports tourism (non-powered), etc. At the same time as the annual conference (March 19-21), the 2025 China (Beijing) International Amusement Facilities and Equipment Expo (Beijing International Tourism, Leisure and Entertainment Industry Expo) will be held, with 600+ cultural tourism equipment and creative companies exhibiting, helping you upgrade your cultural tourism projects with new scenes and experiences in one stop. 。 Click on the poster to view details and scan the QR code to register for the forum and exhibition for free.
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