On the evening of September 30, 2023, the 2024 Jiading Tourism Festival and the Nanxiang National Trend Conference kicked off in the picturesque Tang Garden of Nanxiang Ancient Town. As guests wandered through the garden, they were immersed in the rich essence of national trend culture, which seamlessly intertwined with the historic backdrop, creating a captivating synergy.
The evening’s tour of Tang Garden showcased its unique and compact design. Traditional architectural gems like Shenhge Pavilion, Nine-Curve Bridge, and Qinghui Courtyard set the scene for a range of lively activities. Attendees enjoyed a collaborative intangible cultural heritage flash experience, seasonal elegance displays, a national trend fashion show, and traditional operatic performances. The event emphasized national trend culture and offered hands-on experiences in intangible heritage crafts, spotlighting the aesthetics of Jiangnan living alongside local brand fashion shows and popular game collaborations.
Amid the festivities, tea performance artist Zhu Yunxian shared his insights, saying, “National trend culture is deeply rooted in traditional culture. What we are showcasing embodies the elegant activities that scholars traditionally engaged in. I aim to show visitors that your cultural life connects to that of the ancients—it’s not just beautiful; it’s something you can actively participate in and trendy, linking you back to the national trend.”
One of the festival’s highlights was the famous Xiaolongbao, or soup dumplings, which are a signature dish of Nanxiang. As a gong resonated, locals and tourists alike donned Hanfu attire to participate in the “Thousand Tables, Ten Thousand People Xiaolongbao Street Feast.” International students like Ding Min from Lesotho shared their delight, declaring, “These dumplings are delicious! I plan to take some home to share with my family.”
The Nanxiang National Trend Conference also featured the Shanghai Xiaolongbao Culture Exhibition, utilizing the historic Nanxiang Twin Pagodas and Guyi Garden as the main venue. Highlights included creative light displays, fireworks, gourmet food tastings, AI innovations, and explorations of national trends. The festival was structured around five main sections—“Light and Shadow Ancient Town,” “Fireworks Ancient Town,” “Intangible Heritage Ancient Town,” “‘Meta’ Creative Ancient Town,” and “Trendy Scenic Ancient Town”—offering 20 themed activities that vividly illustrated the area’s cultural richness while collaborating with popular game IPs for a unique experience for both local citizens and visitors.
The tourism festival, themed “Love Visiting Jiading, Enjoying Happiness,” presented six key activities and 88 themed events designed to showcase Jiading’s unique urban character. The initiative aimed to meet the cultural and tourism needs of local residents, stimulate the cultural consumption market, and share the city’s beauty through the lens of its citizens, all while enhancing Jiading’s urban appeal. The area is moving toward innovation, fostering a diverse festive experience and establishing high-quality cultural and tourism initiatives for the public. Furthermore, Jiading is positioning itself as a prime destination for inbound tourism.
Jiading is dedicated to creating a festive urban atmosphere that is immersive, vibrant, and internationally appealing. By capitalizing on its historical and cultural resources, the city has organized significant tourism activities, including the Nanxiang National Trend Conference, Yuansianghu Art Month, and the Sixth Straw Culture Festival, which connect various urban spaces like commercial districts, cultural landmarks, and parks. Plans are also in place to develop unique automotive tourism routes, linking iconic sites such as the Shanghai Automotive Museum and the Shanghai International Circuit to boost outreach and impact, further enhancing the allure of automotive culture.