Currently, three major changes have occurred in the development of the global cultural and tourism industry: First, the audience is becoming younger; second, the image flow is changing; and third, IPs are becoming sharper. These are very worthy of our attention. Therefore, creating a night economy requires embracing new changes and upgrading nighttime charm. There are three major upgrades to the night economy: First, subdivide the city's nighttime brand and realize the unique brand value of the city's nighttime scene. Second, subdivide the emotional appeals of the nighttime scene and create a diverse and continuous emotional nighttime spectrum. Third, subdivide the cultural atmosphere of the nighttime scene and strengthen the "scholarly nighttime scene".

Cities having unique nighttime characteristics has become a consensus and standard configuration for cities at all levels in China. Not only do large cities have a night economy, but county-level small towns do too.

Not only are there night economies in spring, summer, and autumn, but also in winter! Xi'an is the most typical example of a successful night economy. Xi'an has a large-scale live-action performance, which I think is very well done, called "The Song of Everlasting Sorrow." Originally, it could only be seen at Huaqing Pool in Lintong from March to November each year. Later, the Shaanxi Tourism Group created a winter version of the dance drama, "The Song of Everlasting Sorrow," spanning the New Year's Day and Spring Festival holidays, which was very successful. The ice and fire version made significant changes in stage design and lighting, adding snow scenes, ice effects, torches, and seas of fire, creating an image of frost and snow covering the ground and ice hanging upside down through artistic stage settings. So, developing a night economy is already a foregone conclusion.

"The Song of Everlasting Sorrow" live-action performance (Source: Panzhongwang)

However, I want to say that simply 'having' unique nighttime characteristics is no longer a competitive advantage for cities! Currently, three major changes have occurred in the development of the global cultural and tourism industry: First, the audience is becoming younger; second, the image flow is changing; and third, IPs are becoming sharper. These are very worthy of our attention. Therefore, creating a night economy requires embracing new changes and upgrading nighttime charm.

Now, Generation Z and Millennials have become the main consumer groups in the cultural and tourism industry. They have high spending power and strong potential, and their contribution to the tourism industry is also high. So, what kind of tourism do these young people like? This generation is very different from our generation. Their preferences are actually very simple to summarize, because these young people have three characteristics:

1) Our generation went to places with jobs to make a living, while they go to places with good lives to find jobs. 2) They want to strive, but not struggle; for them, hobbies are necessities, and careers are supplementary. 3) They want to play with like-minded people, and they want to play professionally. For them, who they travel with is more important than where they go. Who they play with is more important than how they play!

I was born in 1969. Our generation interacted based on social class, while these young people interact based on circles. In other words, they interact based on interests. This circle-based socialization and personalized pursuit have also created the unique "label" consumption model of Generation Z and Millennials.

"Label" Consumption Model

In other words, under this trend of circle-based socialization, nighttime tourism has also shifted from "mass" to "niche." You see, nighttime scenes aren't all bustling. For example, there are factory night tours with a "cyberpunk" style, stargazing trips for astronomy enthusiasts, and fluorescent night runs for sports enthusiasts. The traditional family-style mass night tours will no longer be the only, or even the absolute, main form of nighttime leisure. Nighttime tourism will become more diverse. Therefore, we must embrace the "younger audience" and build diverse "night circles".

Factory Night Tour

Let's continue to look at how nighttime scenes are constantly upgrading. Therefore, nighttime scenes are not a one-time effort; they must change with the city and with people. For example, Singapore, as its city strategy changes, the target audience it attracts also changes, and the city's nighttime scene adjusts and upgrades accordingly.

Singapore

In the 1960s, Singapore gained independence from Malaysia. Under the outward-oriented economic policy, it began to develop labor/technology-intensive industries. During this stage, in order to attract global manufacturers, Singapore shaped a "gathering place in Asia" nighttime scene.

At that time, Singapore's nighttime image was the Asian street night market of Chinatown, aiming to attract hardworking Asian immigrants. Chinatown is Singapore's Chinatown, the earliest settlement of Chinese immigrants, known as the "city that never sleeps." It is filled with various Asian cuisines and shops, always bustling with activity.

Singapore's Chinatown (Source: Panzhongwang)

By the 1990s, Singapore shifted from "labor/technology-intensive industries" to higher value-added "capital-intensive industries." At this time, Singapore pursued not only a global hub for goods but also a global hub for capital. Attracting these business activities required letting more people know about Singapore's good business environment.

To attract global trade headquarters, Singapore upgraded its nighttime scene to a "high-quality business service" style. Look at the picture below, this is Clarke Quay in Singapore. Originally a cargo wharf, after renovation, 45% of the property is restaurants and 20% is bars, making it the most popular nighttime leisure destination for CBD business people after work.

Clarke Quay, a charming nighttime scene favored by young people

After 2010, Singapore further focused on the development of high-tech innovative industries such as biomedicine and the digital economy. Attracting global high-tech talent became key to the development of Singapore's innovative industries. To attract global science and technology talent, Singapore shaped a "showcase of dreams" technological nighttime scene.

Clarke Quay, a charming nighttime scene favored by young people

During this period, Marina Bay became the latest representative of Singapore's nighttime economy. Its design language showcases the "harmonious relationship between humans and nature" and the "perfect balance between innovation and technology," presenting a future city image with strong appeal to global elite talent.

Elite Talent's Favorite Technological Nightscape—Marina Bay's Futuristic Dreamlike Nightscape

This is what we see: the advancement of the night scene brings about advancements in industry and talent!

"Cultural IP" is a quick way to identify, remember, and fall in love with a city; "Night IP" is the most "sharpened" expression of this quick way. Night scenes can make a city's cultural IP more three-dimensional and leave a deeper impression.

Next, I'll share a case study worth learning from: Kyoto's nights—shaping the cultural ancient capital's Night IP.

Kyoto, Japan

I'll start by asking everyone a question: What is the capital of Japan? Many people say "Tokyo." But in fact, this is a seemingly correct but actually erroneous common knowledge. Tokyo is the location of Japanese government agencies and numerous well-known corporate headquarters, leading many to mistakenly believe that Tokyo is the capital of Japan. Japan's traditional "capital" refers to where the Emperor resides, and the administrative designation of the capital changes according to where the Emperor resides. Currently, the Emperor resides in Tokyo, so Tokyo is only the "de facto" capital, not the capital legally recognized by Japan!

Tokyo, Japan

Let's continue. Kyoto has a long history. From 794 AD to 1868 AD, Kyoto was the capital of Japan. Kyoto has a profound culture, with a large number of historical heritages. Thirty percent of Japan's important cultural properties are in Kyoto, including 17 World Heritage sites. It is the "cultural capital of Japan." Moreover, the Japanese government has also relocated the Agency for Cultural Affairs from Tokyo to Kyoto, implementing a dual-capital strategy with Tokyo.

Kyoto has always emphasized its cultural style, believing this to be the most important difference between Kyoto and large metropolises like Tokyo. So, how did Kyoto cultivate its ancient capital IP and allow the public to experience the charm of the "cultural capital"?

Next, I'll share four methods, all of which are worth learning from.

The first method is called "Stylish Nightlife," upholding the "Kyoto aesthetic spirit" to create a stylish and elegant nightlife atmosphere. Kyoto people have very modern leisure and entertainment methods, but they have not abandoned Kyoto's traditional cultural heritage, thus giving rise to a series of modern leisure and entertainment methods that embody Japanese elegance.

Kyoto

For example, there's the world's only tatami Starbucks. Nowadays, young people love to drink coffee, and they can drink coffee at home through online shopping. Why would they go out to drink coffee? Because they're looking for something they don't have at home. The tatami coffee shop is a very typical consumption place, also known as "atmosphere consumption."

The second method is called "Exquisite Night Museums"—night museums transformed, showcasing another side of cultural spirit. In Kyoto, the nighttime Kanji Museum showcases a different kind of Japanese exquisite culture. During the museum's closing hours, the street-facing facade on the first floor, using lighting as a foundation, expands to include a coffee shop and themed store. Many items themed around festivals, traditional culture, and kanji are displayed, visible from the street outside, attracting people to enter and shop.

The Kanji Museum at Night

The third method is called "Retro Night Festivals," recreating traditional cultural night festivals—the Gion Festival in Kyoto. The Gion Festival is the first of Japan's three major festivals, with a history of over a thousand years. It is a grand festival that showcases Kyoto's culture. During the Gion Festival in July, in addition to the grand "Yamaboko parade" during the day, at night, various koma-gata lanterns are hung on the Yamaboko, adding a unique charm and beauty.

The fourth method is called "Elegant Night Landmarks," illuminating the most representative landscapes of Kyoto to create iconic city night views. Every November, a large number of tourists come to Kiyomizu-dera Temple for the autumn leaves, which are Kyoto's most well-known natural landscape. Here, through the fusion of light and nature, relying on the night scene, the autumn leaves and night views are integrated, using light mapping to make the autumn leaves, ancient buildings, and night scene complement each other, creating an extremely charming autumn leaf landscape.

From the above examples, we can also see that our current nighttime economy is constantly advancing. In this process of advancement, world-class tourist cities also show three major upgrades in creating a "night economy," which are worth paying attention to.

Next, I will explain these three upgrades in detail, and in this process, I will also give you some examples. At the same time, I will also talk to you about how Xiamen should do it if these cases are applied to Xiamen.

First, let's talk about the first category: subdividing the city's nighttime brand, using "night" to recreate, interpret, and innovate IP, realizing the unique brand value of the city's nighttime scene.

First, let's talk about how to recreate IP with "night" to create the city's unique cultural and tourism charm.

I'd like to share a very interesting case study: Rothenburg ob der Tauber, Germany, recreating European medieval charm with the "night watchman's patrol." I've experienced it myself, and it's very interesting.

The night watchman, in the Western context, has a profound meaning: to protect residents' property so that everyone can sleep soundly at night. In the Middle Ages, hundreds of European cities had night watchmen, whose main responsibilities were "fire prevention and theft prevention" and maintaining public order. The "night watchman" system was not only an important organizational system in the development of European cities, but also a "storyteller" of a city's historical legend.

Rothenburg ob der Tauber is located in northwestern Bavaria, Germany, where the Romantic Road and the Castle Road intersect. Rothenburg is the area in Germany that best preserves the ancient city's medieval appearance. It is the most romantic city and is known as the "treasure of the Middle Ages."

Rothenburg, through the medieval "night watchman" method, has created a unique night tourism experience, showcasing the city's unique "European medieval atmosphere" in its original form.

Here, you can join the "Night Watchman" on a tour. The Night Watchman's work is done rain or shine, so the "Night Tour with the Night Watchman" activity also takes place rain or shine. Every night at 8 pm, tourists gather in the square in front of the City Hall. After the Night Watchman blows the curfew horn, the tourists begin to follow him on a tour of the hidden historical corners of the ancient city, experiencing the excitement and aesthetics of the "medieval" ancient city.

In fact, Kinmen also does a very good job of similar night tours. Everyone should have a chance to see it. The only difference is that Kinmen's is more basic, while Rothenburg's is very well done. Here, during the night tour, the Night Watchman will tell various legendary stories of Rothenburg, introduce the various mechanisms on the ancient castle gates, the important secret passages in the ancient castle, and the curfew rules, etc.

Moreover, during the storytelling, people will constantly join in and perform various street performances. Some will showcase medieval crafts, others medieval arts, and there's a performance called "The Headless Ghost," which is quite well done. Tourists can "experience" the legends of the ancient city here and feel the charm of the "medieval" ancient city. Everyone should have a chance to experience it.

Similarly, in shaping the night IP, unlike the mysterious atmosphere of European ancient castles, the night IP of Chinese cultural ancient cities has a richer humanistic sentiment and historical layering characteristics.

As we all know, the landscapes that Chinese people like are not just beautiful scenery, but also have humanistic sentiments, such as "Lugou Xiaoyue," one of the famous Eight Views of Yanjing.

Many people think that "Lugou Xiaoyue" is simply about seeing a particularly beautiful night scene on Lugou Bridge, but that's not entirely true! First of all, Lugou Bridge can be said to be the most famous bridge in China internationally. In Europe, Lugou Bridge is known as the Marco Polo Bridge. Secondly, China emphasizes artistic conception and the interaction between scene and emotion. In addition to beautiful scenery, there are deeper humanistic emotions involved. Lugou Xiaoyue, besides the beautiful night scene, also includes the sorrow of parting and the heroic spirit of entering the capital.

During the Han and Tang dynasties, when people left the capital Chang'an, those seeing them off would escort them to Baqiao Bridge and give them willow branches as a farewell gift. During the Jin, Yuan, Ming, and Qing dynasties, when people were sent out of the city, they would go to Lugou Bridge, stay overnight, and then leave the next morning. Because Lugou Bridge is more than 30 li from the capital, in ancient times when transportation was underdeveloped, it was almost half a day's journey. Guests leaving the capital would have a farewell banquet in the morning, set off, and arrive at the Lugou River as the sun set. Therefore, Wanping City east of Lugou Bridge became a place to stay overnight. Guests who stayed overnight would wake up to see the waning moon hanging in the sky, getting farther and farther away from the capital, and farther and farther away from their friends, a wave of parting sorrow would well up in their hearts, this is the meaning of parting in "Lugou Xiaoyue." So, the "moon" in Lugou Xiaoyue is also the "moon of parting."

Conversely, if someone was entering the capital, they would stay in Wanping City the night before, enter the capital early the next morning, and see this beautiful scenery. Thinking that they were getting closer and closer to the capital, a feeling of pride would well up in their hearts.

Look at this poem below. It was written in 1843, during the 23rd year of the reign of Emperor Daoguang of the Qing Dynasty, when 21-year-old Li Hongzhang, at his father's behest, traveled from his hometown in Anhui to the capital, preparing for the township examination in Beijing the following year. Passing by Lugou Bridge in the southwest direction of Beijing, he wrote ten poems titled "Entering the Capital," the first of which is full of passion and confidence. I believe that he saw a different flavor of "Lugou Xiaoyue." Therefore, the "moon" in Lugou Xiaoyue is also the "moon of inspirational expression."

Entering the Capital [Part 1]

A man holds a Wu hook in his hand, his spirit higher than a hundred-foot tower.

For ten thousand years, who has written history, from three thousand li away, I wish to be ennobled.

I will surely follow the swift steed along the road, I have no leisure to chase the gulls by the water.

I laugh and point to the moon by Lugou Bridge, how many people will reach Penglai from here?

Our night scenes are no worse than others; they should be interpreted better, a very typical example being Yangzhou. If you were to ask where the best city to appreciate the moon is, I would say Yangzhou.

The "moon" of Yangzhou can be said to be the unique "night" of Yangzhou. The moon of Yangzhou is even more of a classic "night IP" given to Yangzhou by many famous poets and writers.

We all know the saying, "Of the three parts of moonlight in the world, two parts are in Yangzhou." Yangzhou has a very famous poet named Zhang Ruoxu, who wrote a poem called "Spring River, Flowers, Moon, Night." Two lines from it are: "The spring river's tide connects with the sea, the moon on the sea rises with the tide." This poem is hailed as the pioneering work of Tang poetry, known as "a single poem overshadowing the entire Tang dynasty." These poems have already planted the image of Yangzhou's moon in the hearts of all Chinese people.

In the past, young people didn't really care for poetry. But now it's different. In recent years, more and more people have been applying to study archaeology, history, and museology. Many young people today are "dynasty fans" and "history fans," and they are very interested in these things. Moreover, their research into history is also very thorough.

I wonder if you've noticed something. In recent years, we've rarely filmed large-scale historical dramas. Why? It's because after these "Tang fans" and "Ming fans" emerged, many past historical dramas can't be watched now, because once you make a mistake in your filming, they can immediately point it out to you.

A typical example is the 2017 drama "The Legend of Ba Qing." This drama had an investment of over 580 million yuan, but before it even aired, it caused huge controversy. "Qin fans" accused the plot of disrespecting historical facts, using the guise of history to tell a Mary Sue story, and having significant discrepancies with real history.

At that time, two "Qin fans" personally delivered a nearly 7,000-word long letter of complaint to the relevant departments of the broadcasting authority, indignantly accusing "The Legend of Ba Qing" of various "crimes"—not only were the costumes and architecture imitated from Japanese-style designs, but it also disregarded historical facts, ignoring the huge age gap between Emperor Qin Shi Huang and Ba Qing, forcibly pairing Qin Shi Huang with Ba Qing, a historically famous female businesswoman, and even having the female lead share the world with him, etc.

One sentence in the letter said: "Legends should be extraordinary and unique, not sensational and bizarre." "The achievements of the First Emperor, the extraordinary heroism, the majestic power of the great nation, the brilliance of the original civilization—how can it be allowed to be sensationalized and vulgarized by idle talk and gossip!" After experiencing a change of broadcasting platform and the drama being renamed twice, "The Legend of Ba Qing" was pulled from its broadcast schedule four days before its premiere, completely failing.

Therefore, these "Dynasty Fans" have a passionate love for history and are quite formidable. They have now become a powerful force in the fields of cultural research, restoration, and reproduction. The creation of nighttime IPs in cultural ancient capitals can also rely on and utilize history fans and "Dynasty Fans"!

Secondly, let me talk about how to use "night" to innovate IPs—attracting "Dynasty Fans" through nighttime scenery. In this aspect, Xi'an Qujiang is very worthy of our study; it has redefined the "Tang Dynasty trend" at night.

Xi'an

Xi'an Qujiang was the most charming and elegant place in Tang Dynasty Chang'an. It is a typical representative of the "prosperous Tang Dynasty atmosphere," a convergence of architecture, gardens, paintings, poetry, and religion, with many landscapes such as Furong Garden, Xingyuan, Ziyun Tower, Hanwu Spring, Qinglong Temple, Daci'en Temple, and the Big Wild Goose Pagoda. Qujiang was also the "best scenery in the capital" of Tang Chang'an, a gathering place for banquets and feasts for emperors and ministers. In recent years, Qujiang has begun to try cross-border integration methods, attracting a large number of "Tang Dynasty fans".

Big Wild Goose Pagoda

Among them, there is a very key figure, Ma Boyong. The TV series "The Twelve Hours of Chang'an" is adapted from Ma Boyong's novel of the same name and is a god-level work in the hearts of many Tang Dynasty fans. Ma Boyong's "The Twelve Hours of Chang'an" holds the same status among Tang Dynasty fans as "Those Things in Ming Dynasty" and its author, Dang Mingyue, holds among Ming Dynasty fans.

With the popularity of "The Twelve Hours of Chang'an," the costumes, makeup, and props in the drama have also sparked heated discussions online, triggering a "research craze." Moreover, "The Twelve Hours of Chang'an" single-handedly boosted Xi'an tourism. Data shows that a week after the drama aired, Xi'an's tourism popularity increased by 22%, and the Xi'an Museum, which houses the same-style Hu people figurines, ladies figurines, gilded dragon "fire alarm clock," and Tang Chang'an city model, saw a 23.29% increase in visits week-on-week.

Daliang Furong Garden

At this time, Xi'an took another step forward, successfully recreating the "prosperous Tang Dynasty IP" by combining "night scenery with national trends"—the Datang Never Sleeps City.

Everyone should know that Chang'an is an ancient capital of 13 dynasties, but it does not showcase the other 12 dynasties; it mainly showcases the Tang Dynasty. We all know that the Tang Dynasty is divided into four periods: early Tang, prosperous Tang, middle Tang, and late Tang. Datang Never Sleeps City in Qujiang, with nighttime scenery as its main feature, has created the "Big Wild Goose Pagoda Prosperous Tang Dynasty Landscape and Humanities Display Area, Chinese Traditional Food Culture and Life Appreciation Area, Zhenguan International Art and Cultural Exchange Experience Area, and Leading New Era Urban Leisure Culture Area," depicting a neon-lit "night Chang'an" scene. It can be described as "brilliant lights never sleep, neon lights shine on Chang'an."

In 2022, the Tang-style street life district "The Twelve Hours of Chang'an" opened, further innovating Xi'an's "night economy IP." The "Twelve Hours of Chang'an" themed commercial street is the nation's first immersive, touchable, experiential, and consumable Tang-style street life district. In 2022, Shaanxi Cultural Investment Group, together with Yongxingfang Cultural Industry Group and Yu Yue Culture, undertook the overall development and operation of the "Twelve Hours of Chang'an" themed commercial street project, which was completed and unveiled on April 29.

Against the backdrop of repeated epidemics and a sluggish tourism industry, the "Twelve Hours of Chang'an" themed street, located in Xi'an's Tang culture resource aggregation area, which includes the Daci'en Temple, Big Wild Goose Pagoda, Datang Never Sleeps City, and Datang Furong Garden, became a phenomenal tourism IP in Xi'an and even nationwide upon its debut, creating miracles such as "China's only ticketed commercial street," "ancient-style street attracting all age groups," "queues exceeding 100 meters," and "8-minute performance, 3-hour queue."

△Daliang Furong Garden

Xi'an's use of "night" to innovate IPs and attract a large number of "Dynasty Fans" is very worthy of our study.

Thirdly, let me talk about using "night" to interpret IPs and promote the "new" ancient city into a "net-red city." In this aspect, I will share a very successful case, Luoyi Ancient City—a net-red location for Hanfu night photography.

△Luoyi Ancient City

Luoyi is the former name of Luoyang. From ancient times to the present, it has been a representative of Chinese civilization, having been the ancient capital of 13 dynasties and is known as the "Cultural Holy City."

Luoyi Ancient City has opened up a new path for us. Datang Never Sleeps City has both "sites" and "relics," while Luoyi Ancient City has "sites" but no "relics." Luoyi Ancient City is located in the old city area of Luoyang City, Henan Province, and is a new "ancient city" that is "original in location and flavor."

I mentioned earlier that today's Dynasty Fans are very meticulous in their historical research; they value the "authenticity" of things. Luoyi Ancient City uses "historical sites" as a fulcrum for landscape construction and gardening, emphasizing the harmony between new and old, ancient and modern.

Most of the newly built ancient-style buildings are built according to the architectural style of the ancient residence—the Lu Family Courtyard, restoring the characteristics of the enclosed classical architecture of western Henan residences during the Ming and Qing dynasties. In addition, Luoyi Ancient City also gathers the Song Dynasty Wenfeng Pagoda, the Yuan Dynasty Fuwen Temple, and the Qing Dynasty Tuoling Palace, realizing the convergence of architectural styles from the Tang, Song, Yuan, Ming, and Qing dynasties.

△Luoyi Ancient City

The designers did not dwell on the architectural style but instead used the water system and water streets as features, creating a feeling of "seemingly like Jiangnan but not Jiangnan." The entire ancient city uses Xintan as a fulcrum, with rows of ancient-style buildings with carved beams and painted columns and flying eaves and beasts built around the water system. Water streets are introduced into key areas, creating pavilions, towers, bridges, and flowing water, with one scene after another, and functional areas such as dining, tourism, accommodation, and commerce interspersed throughout.

Hanfu photography in Luoyi Ancient City initially went viral on Douyin. In the summer of 2022, "The Story of Ming Lan" became a hit, and Liu Yifei's line in the drama, "Dongjing is truly rich and captivating," went viral on Douyin as a background music and became a standard for "national style" videos, with over 3.7 billion views. The most popular setting is Luoyi Ancient City, with Hanfu and a Tang-style or Song-style makeup, making people feel like they have instantly traveled back to ancient times.

△Luoyi Ancient City Hanfu Photography

Furthermore, during the summer graduation season, Luoyi Ancient City's official tourism department launched an "immersive imperial examination script kill + photoshoot + Hanfu styling" service, priced at 119 yuan, and 89 yuan for students. The affordable Hanfu photoshoot experience directly boosted summer sales. According to Meituan statistics, during the summer, weekday traffic exceeded 10,000, and weekend traffic reached around 20,000.

△Luoyi Ancient City Hanfu Photography

The snowball effect of Douyin's dissemination method, coupled with the low threshold for ordinary people to imitate and become popular, has made "wearing Hanfu and checking in" at Luoyi Ancient City a must-do.

Firstly, amateur-made short videos have become a powerful tool for local tourism marketing. In December 2002, an amateur user with only over 3,000 followers, "Xiaomaomi won't meow meow meow," became a viral sensation on Douyin with a novel costume change video using this BGM, garnering 168,000 likes. This low-threshold costume change video significantly lowered the barrier to imitation for the general public, and coupled with the then-popular BGM "Regardless of what happens after my death," attracted a large number of amateur tourists to flock to Luoyi Ancient City. With 570 million views of the topic on Luoyi Ancient City, BGM such as "Look who's the jewel in the palm" and "If you write about Luoyang, you can't just write about Luoyang" became successively popular with Hanfu videos.

△Luoyi Ancient City

Secondly, the dynamic short video social model also exhibits stronger interactivity and participation. Based on the sense of identity and belonging to culture and beauty, coupled with Douyin's snowball mechanism, people regard "checking in" at popular tourist attractions as an obligation, upgrading their travel motivation from "I want to go" to "I must go." For example, on Douyin, there is a newly trending topic #YouMustVisitLuoyiAncientCityOnce#, with 5.67 million views.

Based on the above three cases, how can we use "night" to accelerate the construction of Xiamen's "international" city brand? Where should Xiamen focus its efforts?

I believe it should be "the sea." Xiamen is a city born and prospered because of the sea—its rise from a small fishing village to a maritime hub city, and its growth from an isolated island to a treaty port, all rely on the ocean. Therefore, the focus of the "Xiamen Night IP" should be to highlight its status as an "international maritime power city."

Below, I will discuss this from three aspects:

Highlight the night charm of Xiamen's port coastline through systematic lighting planning.

To build a world-class leisure city, Xiamen must have a world-class "night harbor scene." Look at these pictures of Singapore; Singapore's night harbor scene is unmatched by other cities in China. Many places now simply follow the trend of lighting up, but that's not enough.

Singapore

As we can see, Singapore's systematic and integrated lighting design for its harbor shapes the overall style of the coastal interface, making the night more stunning than the day! Therefore, if Xiamen wants to illuminate the charm of its international seaport at night, it must highlight the night charm of Xiamen's port coastline through systematic lighting planning.

Create interactive and immersive performances to tell the legendary maritime stories of China.

Xiamen is an important hub of China's Maritime Silk Road, and Xiamen's integration of culture and tourism must use international language to tell unique Chinese maritime stories.

The Maritime Silk Road includes the story of Marco Polo escorting Princess Kököchin from Quanzhou Port to marry into Persia. Speaking of which, some might say that "The Travels of Marco Polo" contains a lot of exaggeration. That's because you don't understand Italians; there are far more people in Italy who can exaggerate than Marco Polo. But more importantly, the romantic tone of the book is definitely written by an Italian.

Therefore, Xiamen can use this story as a blueprint, utilizing decommissioned ships, building realistic scenes inside, and using interactive and immersive performances to present the romantic story of the Maritime Silk Road, creating an immersive journey into Maritime Silk Road culture.

Use modern technology to showcase cool marine technology, demonstrating Xiamen's strength as a maritime power city.

Compared to other major marine economic cities in China, Xiamen has a clear research advantage in emerging marine economy fields. Xiamen University is one of the earliest universities in China to offer oceanography, ranking among the top five nationally, and leading the nation in marine environmental science and marine information technology.

Zadar Old Town, Croatia, technological light show on the coastline

Moreover, the Third Institute of Oceanography of the State Oceanic Administration is located in Xiamen, leading the nation in deep-sea microbiology research, marine-atmospheric chemistry and global change, and possessing a national-level deep-sea microbial resource library.

As a "high-quality city for innovation and entrepreneurship" praised by General Secretary Xi Jinping, Xiamen's cultural tourism should not only be To C but also To B. Therefore, by using modern technology to showcase cool marine technology, we can demonstrate Xiamen's strength as a maritime power city, using the night scene to showcase Xiamen's technological strength as a maritime power city, and driving technological investment attraction.

Now, let's talk about the second category: subdividing the emotional appeal of the night scene.

I want to say that our night economy must be subdivided. Personalized cultural and tourism needs mean that the night scene must not only have a "realistic dimension" subdivision but also an "emotional dimension" subdivision.

The realistic dimension of night scene subdivision is subdivided due to geographical differences, such as urban nights, scenic nights, forest nights, and waterfront nights. The emotional dimension of night scene subdivision is subdivided due to differences in people's moods, such as nights for gatherings, prayer, quiet reading, and Zen meditation, forming a continuous mood spectrum.

Night of Prayer (Source: Chengdu Upward, Photographed by @Bai Guixiang)

So, how can Xiamen create different emotional night scene spectrums? Below, I will give three examples based on the level of liveliness.

First, let's talk about the first one: Lively Gathering Night.

In this aspect, Melbourne's food night is very worthy of our study. The Melbourne Food and Wine Festival is said to have been initiated in 1993, generally held in March every year, lasting about half a month, with more than 300 events. Chefs, winemakers, sommeliers, and technicians from all over the world will showcase their talents on site. In addition, there are various parties, music festivals, and fun food activities. As an internationally renowned food and wine celebration, the Melbourne Food Festival attracts 250,000 diners every year!

So, how did Melbourne do it?

Melbourne Yarra River

First, hold "super events" and create the "world's longest lunch" to bring food lovers together. Melbourne will set up a 600-meter-long dining table on Ligon Street, known as "Italian Street," allowing 1600 diners to enjoy a special three-course meal designed by famous chefs while enjoying the beautiful scenery. Second, expand the theater into a "food and wine home," bringing together various cuisines; third, open "master-class cooking classes" to learn cooking skills from chefs up close. Fourth, provide "food walking" activities, allowing tourists to explore food following the footsteps of locals.

Next, I'll tell you about a quieter one, the seasonal night view of Kyoto, Japan.

Limited-time Spring Night—Enjoying Cherry Blossoms with Drinks. During the cherry blossom season, Kyoto's parks transform into a Yatai Village filled with various snacks, barbecues, and drinks. Seats are set up under the cherry blossom trees, allowing people to enjoy night cherry blossoms while eating snacks and experiencing the romance of a limited-time seasonal experience.

Kyoto Cherry Blossoms

Limited-time Summer Night—Tanabata Prayer. During the Tanabata season, tourists can write their wishes on "postcard stationery" (100 yen per sheet) at various venues and hang them on bamboo. In addition, you can visit nearby temples and shrines to appreciate Tanabata decorations and participate in special night visits.

Summer Night Prayers

Limited-time Autumn Night—Enjoying Maple Leaves and Listening to Music. In autumn, with the theme of "Kyoto, Lights and Illumination," the entire Kyoto unfolds a combination festival of red leaves and night scenery. Actors and traditional instrumental music groups are invited to perform themed performances of red leaves.

Limited-time Winter Night—Snow Tracking. On snowy winter days, there will also be special events—snow-day-limited illuminations. The illumination event held on snowy days features the bright red of the shrine against the pure white snow, along with lanterns dotted on both sides, creating a dazzling interplay of snow and light, making the originally tranquil shrine in the mountains even more mysterious and beautiful.

Third, I'd like to share a more interesting place with you, not about bustling crowds, but about a quiet place, Ine Town in Japan.

Ine Town belongs to Kyoto Prefecture, located in the northeast corner of the Tango Peninsula, the northernmost part of the Kinki region of Japan. The people of Ine have lived by fishing for generations. With the development of the social economy, Ine Town, being remote, experienced a large population loss and an increase in the aging population. However, Ine did not blindly follow the mass tourism of big cities, but instead developed its own unique characteristics, using its "remoteness" to create a night tourism experience different from that of big cities—a tranquil fishing village night.

Ine Fishing Village

First, highlight the fishing village lodging. Look at the picture below, this is called Funaya, one of the treasures used by Ine people to attract city dwellers to stay here. Funaya appeared in the mid-Edo period, when it was a two-story wooden house used by Ine fishermen to store wooden boats and fishing nets. Ine's revitalization began with the repair and utilization of Funaya, and seized the opportunity to promote it externally, becoming a popular engine for attracting tourists.

Ine Fishing Village

Secondly, customized fishing village dinners. The freshly caught fish are cooked using traditional methods into Ine's characteristic fresh seafood dishes. For example, "Ine Fish Hot Pot," made with fresh fish caught every morning, along with local vegetables, is limited to thirty servings per day.

Thirdly, maintain the original appearance of the fishing village. In addition to the Funaya houses by the water, Ine's inland areas also retain the traditional style of the Edo period, without supermarkets or convenience stores, fast food restaurants or bars. Instead, there are traditional wharf fish markets and Edo-style fishing family inns.

Ine Fishing Village

Finally, uphold the quiet night of the fishing village. Ine's professional fishermen adhere to their generational lifestyle, going out to sea at 3 am every day and returning by 5 pm, turning off the lights and going to bed around 8 pm, without the hustle and bustle of nightlife, forming a rhythm different from that of big cities. Therefore, this place has become a place for many people to treat insomnia.

So, how should Xiamen do this? To join the "emotional night spectrum" of world-class leisure cities, which "band" should Xiamen occupy most? As China's most romantic coastal city, Xiamen's "emotional night band" is undoubtedly—Romantic Night.

Xiamen

Specifically, I think we can focus on three aspects.

The first aspect is to set Xiamen's "classic moments and classic scenes." Xiamen's romantic expression should not only be "wedding photography," but should also include a large number of romantic "night consumption" activities.

In this aspect, we can learn from Tamsui Lover's Bridge in Taiwan. Tamsui Lover's Bridge is known as "the place where Taiwanese people lose their first kiss the most." Because of the romantic atmosphere of Tamsui Pier, it also attracts many tourists who either had their first kiss here or come here to reminisce about their first love and first kiss. It takes about 40 minutes to reach Tamsui by MRT from Taipei, and many people choose to watch the sunset with their loved ones in Tamsui and stay overnight, which is very worthy of our study.

Moreover, Xiamen has a very rare feature. China's coastline is very long, all located on the west coast of the Pacific Ocean, where you can see the sunrise. However, there are not many places where you can see the sunset. In Xiamen, especially Gulangyu Island, you can fully see the sunset through the Lu Island, which is very suitable for taking photos.

Secondly, we need to establish unique romantic landmarks in Xiamen and implement romantic activities in Xiamen. Closely integrate romantic confessions and other romantic activities, such as shopping, dining, and confession event consumption, to form romantic "night consumption."

Kobe Harborland in Japan is a large-scale integrated commercial area combining shopping, dining, amusement facilities, and sea cruises. It is also a famous "lover's paradise" in Japan. The first Sunday of each month is designated as "Kobe Confession Day," attracting couples to visit repeatedly through performances and one-minute confession events, which also drives other commercial consumption. This is very worthy of our study.

Finally, I want to talk to you about the cultural "night scene," which is an upgraded version of the night economy.

Currently, the world has officially entered a new historical stage—the post-pandemic era. Many economists have also generally reached a consensus—long-term stagnation will become the new normal for the world economy. The post-pandemic era will stimulate the rise of "cultural consumption."

Jerusalem David Theme Light Show

Let's look at a set of data. During the "May Day" holiday in 2023, compared with the same period in 2019, the number of tourist trips increased by 19.09%, while domestic tourism revenue increased by only 0.66%, basically remaining flat. According to this data, the average per capita tourism consumption during this year's May Day holiday was about 540 yuan, while it was about 603 yuan in the same period in 2019. In other words, it is not easy to increase tourism revenue at this time.

So, what should we do at this time? It's cultural consumption! Moreover, the more sluggish the economy, the stronger this demand will be. This is similar to our preference for pointed faces in previous years, because everyone was wealthy to a certain extent, so they liked to see these. However, now we will find that these are no longer effective. When our economy is relatively sluggish, people begin to like this "peaceful and prosperous face" again.

Looking back at history, you will find that cultural consumption has always been a soothing balm for people's hearts during times of hardship. We are all familiar with Shirley Temple, who was born during the Great Depression in the United States. It seemed like bad timing, but it was actually perfect timing. During the Great Depression, Shirley Temple, through her starring roles in many films, warmed the hearts of desperate people and comforted countless Americans. She was seen as the "public sweetheart" who emerged from the American Great Depression. Even then-President Franklin D. Roosevelt said—"Because this country has Shirley Temple, we will be alright."

Under the impetus of cultural consumption, the city's nighttime leisure will inevitably shift from "functional night scenes" to "cultural night scenes."

The so-called functional night scene refers to various nighttime consumption created to meet the material needs of consumers, including: city night views, commercial night markets, night parks, etc. This type of functional night scene often pursues various sensory stimulations such as "visual," "taste," and "auditory," often presenting a "sense of wealth" and "sense of everyday life."

Cultural night scenes, on the other hand, are nighttime consumption created to meet the spiritual needs of consumers, including: nighttime dramas, cultural night scenes, etc. This type of cultural night scene pursues the comfort and satisfaction of the nighttime landscape on people's inner world, often presenting a "sense of artistic conception" and "scholarly atmosphere."

Cultural Night Scene

In other words, with the increasing expansion of cultural consumption, urban nighttime leisure consumption cannot simply remain in "night market economy" and "lighting projects," which are material consumption night scenes, but needs to provide consumers with spiritual cultural night consumption. So, how can Xiamen create a "scholarly atmosphere" night scene? Here, I will also give you three examples.

The Classic of Poetry Town is located on the banks of the Fenhe River in Xi'an, Shaanxi Province. It is the first town in China themed on the Classic of Poetry culture. The Classic of Poetry Town inherits the Chinese civilization and cultural context of the Fenhe River for thousands of years, using poetic elements to ingeniously reproduce the Classic of Poetry culture, presenting a characteristic commercial town with eating, living, traveling, shopping, and entertainment.

Classic of Poetry Town

As we all know, there is a saying called "being moved by the scene." In Chinese poetry, there are many poems about moonlight/night scenes, with very strong visual imagery, which can be used to create poetic and picturesque night tourism through "reverse sketching." For example, Su Shi's "Night Walk in Chengtian Temple"...The courtyard is like accumulated water, clear and bright, with algae and water plants crisscrossing, which are the shadows of bamboo and cypress. What night is there without a moon? What place is there without bamboo and cypress? But there are few leisurely people like the two of us. That is to say, the mountains and rivers and the moon have no constant master, and the leisurely are the masters.

The Classic of Poetry Town carefully "reverse sketches" the buildings, plants, and landscapes described in the Classic of Poetry, constructing a modern expression of traditional Chinese forms.

What is reverse sketching? "Reverse sketching" is produced in contrast to "sketching." Sketching is a painting method that directly uses objects or scenery as objects to depict, basically including "landscape sketching," "still life sketching," and "portrait sketching." Reverse sketching is just the opposite. It is to restore the scenes in poems and verses through landscape creation.

For example, "The reeds are lush, and the white dew is frost." "Jian" refers to reeds without ears, while "Jia" refers to newly grown reeds. "The peach blossoms are luxuriant, bright and beautiful. This son is about to marry, suitable for his home." It talks about the appearance of peach blossoms in full bloom. The Classic of Poetry Town has created all of these.

Classic of Poetry Town

During the day, the Classic of Poetry Town not only allows for shopping, but also offers various cultural research and study activities from classics. The most popular way for young people in the Classic of Poetry Town is to bring their own or rent Hanfu and tour the town.

Classic of Poetry Town

At night, you can "travel back" to the artistic conception of the Classic of Poetry and experience an ancient night tour. Starting in 2020, the Classic of Poetry Town launched the "Wear Hanfu, Night Travel" Classic of Poetry Town night market. Tourists can wear Hanfu and experience evening leisure and entertainment activities in the poetic night scene of the Classic of Poetry Town.

In the second case, I'd like to talk about how Europeans, specifically the Danes, market their culture. Kronborg Castle is one of the finest Renaissance castles in Europe. The story of Hamlet was written by a Danish author in 1514 and later circulated in various versions across Europe. However, it was Shakespeare who ultimately chose Kronborg Castle in Denmark as the setting for his tragedy, Hamlet. Thus, Kronborg is also known as "Hamlet's Castle."

Therefore, every summer evening (June to August), Kronborg Castle hosts a "Shakespeare Festival." Shakespeare enthusiasts and tourists from all over the world come to enjoy a "Midsummer Night's Dream" of classic literature during the summer months.

The performances here are not limited to Hamlet; various Shakespearean works, from revenge tragedies to romantic comedies, are staged in rotation by top Danish artists and theatre companies. Hamlet has not only revitalized the ancient castle but also forged a stronger connection between Kronborg and this classic work.

Katsura Rikyu

As a classic example of Japanese gardens, Katsura Rikyu has been highly regarded by architectural masters from both East and West. Its construction spanned two generations and over 50 years. Initially built as a villa by the first Prince Toshihito, it underwent two further expansions by his son, Prince Toshitada, resulting in the complex and winding spatial form we see today.

In 1960, Gropius, Kenzo Tange, and photographer Taiji Ishimoto collaborated on the publication of Katsura Rikyu: Tradition and Innovation in Japanese Architecture, capturing the beauty of the imperial villa from a modernist perspective and receiving high praise both domestically and internationally.

As a moon-viewing site, the architectural composition and landscape of Katsura Rikyu are closely related to mid-autumn moon viewing. Starting from the "Tsuki-mi-dai" (moon-viewing platform) in the ancient academy, spatial elements such as the pond and the central island in the garden reflect the design considerations for a "moon-viewing space." In other words, you can see the entire trajectory of the moon's rise and fall here.

Katsura Rikyu

Moreover, during mid-autumn moon viewing on the Tsuki-mi-dai, one is completely outside the shelter of buildings, in absolute nature, devoid of all ornamentation, even the handrails are omitted. Without any shelter or cover, the body is completely exposed to the darkness, with a gentle autumn breeze, allowing one to observe the moon directly overhead and its entire rising process. This feeling of "confrontation" with the moon is a unique moon-viewing experience offered by Katsura Rikyu, a true embodiment of elegance.

So, if we were to apply this to Xiamen, what kind of "literary night scene" would Xiamen need to become a high-quality international city?

I believe Xiamen's scholarly atmosphere comes not only from its inherent musicality but also from continuous scientific innovation, a perfect blend of art and science.

Gulangyu Island is also known as "Piano Island," with a high density of pianos. On Gulangyu Island, with an area of 1.91 square kilometers, there are over 600 pianos; over 100 households are piano or music families, producing numerous musical talents. For example, the pianist and composer Yin Chengzong. If Yin Chengzong is unfamiliar to you, his top student Lang Lang is certainly well-known.

Gulangyu Island, Xiamen

In addition, Xiamen has a large number of scientists, such as the renowned medical scientist and educator, Lin Qiaozhi, the founder and pioneer of modern obstetrics and gynecology in China. I'll add that the Chinese scientist closest to winning a Nobel Prize, Wang Yinglai, the chief scientist of the artificial synthesis of crystalline bovine insulin, was from Kinmen, Fujian.

In the era of scientific and technological innovation, we shouldn't only talk about artistic talents; Xiamen is also a stronghold of scientists. Xiamen University's science and engineering programs are very strong. In the 2022 "Science Exploration Award," three Xiamen University professors won: Zhou Dawang, Li Jianfeng, and Hou Xu.

Therefore, we should combine art and science to create an "elegant night" that integrates science and art! The New York "World Science Festival" model is worth learning from in this regard.

Longma Performance at the Olympic Sports Center

First, create a scientific and artistic feast (Theater Night), with scientists collaborating with renowned writers to perform elegant works of art. For example, the play "Radiation: Madame Curie's Passion" was very successful. Second, a scientific and artistic feast (Music Night), with scientists collaborating with renowned composers to perform elegant works of art, such as the multimedia musical "Icarus on the Edge of Time." Finally, provide a top-level social gathering for scientists and artists in the form of a gala. The annual Science Festival gala is held at Lincoln Center - in an atmosphere of red carpets, lights, music, food, and champagne, scientists and artists can freely converse and spark inspiration.

These are the points I wanted to share with you today.

Finally, let me summarize:

A city simply "having" unique nighttime features is no longer a competitive advantage! The global cultural tourism industry is undergoing three major changes: younger audiences, evolving image trends, and sharper IPs. Therefore, Xiamen can upgrade its nighttime appeal and tell its cultural "night IP" story by building diverse "night circles."

World-class tourist cities are showing three upgrading trends in developing their "night economy": differentiated nighttime city branding, differentiated emotional appeals, and differentiated cultural atmosphere. Under this trend, Xiamen should use "night" to accelerate its international city brand building, showcasing its "international maritime power city" night IP, seizing the "romantic night" segment of international leisure cities' "emotional night wave," creating a "high-class night" that integrates science and art, and ultimately promoting Xiamen's international development.