Spring brings gentle weather and flourishing vitality. With the spring break and Qingming Festival holidays arriving one after another, Nanjing's major tourist attractions are bustling with crowds. Shopping malls echo with laughter from parent-child interactions, restaurants are filled with the aroma of fresh spring ingredients, and study tours combined with outings create a warm atmosphere. Nanjing is igniting the consumption enthusiasm of both residents and tourists through diverse consumption scenarios and high-quality supply, presenting a vibrant springtime consumer market.
**Refreshed Scenarios: Parent-Child Fun Boosts Consumption Vitality** "Wow, there are dinosaurs appearing in this mall—how fun!" On the afternoon of April 4, a surprise dinosaur parade "popped up" in the sunken plaza of Nanjing Jinling Tiandi, eliciting exclamations of delight from children. From April 1 to April 7, Jinling Tiandi hosted the "Dragon Traces: Flash" limited-time study tour pop-up event featuring fossils from the Changzhou Dinosaur Park. Rare dinosaur fossils and mysterious dinosaur eggs were displayed alongside interactive quizzes and games, making it a popular holiday destination for families. "My child is on spring break, and I signed up as soon as I saw the event. Not only did my child learn about dinosaurs, but they also received dinosaur-themed souvenirs and were thrilled," said Ms. Chen, a mother living near the mall. She noted that such educational and entertaining activities enrich children's holidays while encouraging parents to shop and spend more—a win-win situation. Modern commercial venues are no longer limited to shopping; instead, they meet diverse consumer needs through IP collaborations, study experiences, and themed parades. Seizing the holiday consumption opportunity, Nanjing's malls and distinctive blocks are accelerating their shift from "selling products" to "offering experiences." By innovating scenarios and breaking traditional commercial boundaries, they create immersive consumption spaces, turning malls into "fun destinations for families." The Deji Art Museum collaborated with the Nanjing Zhongshan Botanical Garden to launch the "When Impressionism Meets Botany" study camp, where nature and art intersect, offering children an interdisciplinary growth experience during the spring break. Xuanwu Garden City welcomed the first Nanjing tour of the "The Little Prince" exhibit, originally from Wuzhen. Actors in elaborate costumes moved to lively music, and immersive interactive shows allowed parents and children to enjoy a spring joy feast. Jianye Wanda Plaza organized activities like DIY qingtuan (green rice balls) and kite-making, where hands-on fun met spring romance. These innovative scenarios not only enriched holiday consumption supply but also deepened the integration of commerce with culture and education, injecting new momentum into the consumer market.
**Culinary Freshness: Heritage and Spring Flavors Create New Excitement** "Make sure to pinch the pleats well, so the vegetarian buns turn out both beautiful and delicious." On the first day of the spring break, masters at the century-old Ma Xiangxing Restaurant taught children how to make intangible cultural heritage (ICH) vegetarian buns. About 20 families gathered together, with laughter blending with the faint scent of fillings filling the venue. Children learned attentively while parents guided them patiently, transforming ICH from textbook knowledge into hands-on warmth, spring flavors, and cherished family moments. During the spring break and Qingming Festival holidays, Nanjing's catering market launched a series of special activities and discounts, making dining the most lively component of the integration of commerce, culture, and tourism. Adhering to the culinary tradition of "eating what's in season," major Nanjing catering brands introduced new dishes featuring spring ingredients to delight residents and tourists. "We previously held parent-child workshops that were well-received. With the spring break and Qingming holidays overlapping, we organized parent-child activities at both Lü Liuju and Ma Xiangxing, allowing families to experience ICH skills together," said Jin Can, assistant general manager of Nanjing Gunandu Group's catering division. He added that as spring vegetables flood the market, many tourists try Nanjing's "seven tops and one brain" (local spring greens) and qingtuan, with a single Lü Liuju branch selling over 10,000 qingtuan daily. Jiming Soup Bun's flagship store launched an ICH workshop where children made Nanjing-style "seven tops and one brain" soup buns, experiencing the charm of local cuisine through fun activities. Xunwei Catering introduced the "A Taste of Jinling Spring" event, offering精致套餐 centered on seasonal river delicacies and fresh vegetables. Xiao Chuniang added Huaiyang-style spring pufferfish to its menu, pairing the delicate fish with seasonal sides to become a hot choice for spring dining. Haidilao Hot Pot's "Spring Freshness Feast" introduced specialty ingredients from Yunnan and Guizhou across 32 city outlets, letting patrons savor the freshness of spring. From heritage preservation at old brands to creative dishes at modern restaurants, and from DIY culinary experiences to spring flavor promotions, Nanjing's catering market uses taste as a bridge, combining seasonal delights with cultural experiences to continuously boost dining consumption. On April 5, reporters observed long queues forming at dining establishments in the Xinjiekou business district during meal times, with Nanjing specialties and spring-flavored dishes being particularly popular.
**Diverse Integration: Consumer Market Continues to Attract** Huacai Tiandi's sunken plaza hosted a "kids' parkour competition," where young athletes showcased their skills, drawing large crowds to the mall. Suning.com organized immersive experiences like 3C workshops and culinary classes, prompting parents to shop. With the spring break and Qingming holidays overlapping, outings, cultural tours, and study trips became new consumption hotspots. Nanjing's deep integration of commerce, culture, and tourism created diverse consumption scenarios, further expanding consumption spaces and encouraging visitors to stay, enjoy, and spend. Nanjing's commerce bureau partnered with Amap to launch the "Taste Jiangsu (Nanjing) Street Food Rankings." As the first stop, Nanjing is promoting local dishes and merchants in batches under the "Hundred Counties, Thousand Flavors" campaign. Users can search "Taste Nanjing" on Amap to access a dynamic food map, unlocking the city's culinary delights with a swipe. During the spring break and Qingming holidays, Nanjing also launched an "instant lottery" promotion. Consumers who obtained fully digitalized ordinary invoices of 100 yuan or more from retail, catering, accommodation, culture, entertainment, tourism, sports, or residential services could participate in instant draws for cash rewards of 10, 20, or 50 yuan. With multiple favorable factors, Nanjing's consumer market demonstrated significant appeal, with many attractions, business districts, and blocks achieving growth in both visitor numbers and revenue.
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