Night markets cashing in with China's young

HAIKOU — As night falls, the Xixili commercial street in Haikou, capital of Hainan province, comes to life.

An array of handmade ornaments and snacks can be found in the many tented stalls at the night fair, attracting crowds of local residents and tourists.

Wang Hongyu was busy making hamburgers at a snack stall one evening recently. Running an internet technology company during the day, he sells burgers at night as a second business and for fun.

"Stall owners either see being here as a full-time job or as a way to make a bit more money," Wang said, adding that he can make up to 10,000 yuan ($1,449) on a busy night.

Since the beginning of this year, new kinds of night markets have sprung up in the city, boosting spending and injecting momentum into the economic recovery from the COVID-19 doldrums.

Some of the markets have regular opening times, while others operate on a pop-up basis. Integrating the latest fashions or imitating ancient Chinese markets, they have become particularly popular with young shoppers.

"They are more diverse and inclusive, different than the traditional night markets," said Wang Yaqi, a sophomore from Hainan University who visited a pop-up fair selling toys, handmade items and snacks on a weekend last month.

"You can see pet culture, handmade culture and other subcultures popular with young people."

Xu Dongjie, the owner of a pet stall at the market, said foot traffic there was higher than at her brick-and-mortar pet shop.

"They get to know us through this market and might become customers later," she said.

For Xu, being part of the market is also a way to network and make friends. "Pets have their own friends, and we also need a new social life."

At another pop-up market held one recent weekend, 30 stalls reproduced the atmosphere of the Song Dynasty (960-1279) period by putting up archaic decorations and having stall holders don period costumes. "It is interesting to experience traditional culture in an ancient-style market," said Lou Hanbin, a tourist from Henan province who rented a costume to attend the market.

Fei Luyuan, a local resident, said: "We are happy with the increasing number of night markets in Haikou in recent years. They are appealing to a new demographic and are enjoyed by more young people."

Many cities have endeavored to boost spending and employment, both negatively affected during the COVID-19 epidemic, by encouraging night markets. In Chongqing, one night market teems with temporary stalls set up in the trunks of cars.

"Shoppers enjoy the night market, and at the same time, it boosts the confidence of vendors. Its flexibility creates employment alternatives for jobseekers," said Liu Jiangyong, deputy director of the commerce commission of Chongqing's Nan'an district.

Wang Ke, director of Haikou's bureau of tourism, culture, radio, television, and sports, said that the government supports the emergence of creative night markets, which can make use of cultural themes and cater to the demands of young shoppers.

"Hainan is turning itself into an international tourism and shopping center and is encouraging new forms of purchasing," Wang said. "Next, we will recruit people to help develop and upgrade market culture."

Xinhua