China-Singapore Online Online, July 4 (Reporter Kang Yuzhan) Tourism is one of the industries most affected by the new crown epidemic. As the domestic epidemic situation has stabilized, Shanghai's consumer market is recovering steadily and orderly. Cultural and commercial landmarks including Yuyuan Mall (hereinafter referred to as "Yuyuan") are also actively turning "crisis" into "opportunity." From July 3rd, Yuyuan's immersive national tide theme block, "Food Play School", was officially unveiled. With more than 400 years of history, Yu Garden is becoming more and more trendy and younger.
Actors dressed in Hanfu will appear in the crowd from time to time to interact with citizens and tourists. Photo by Kang Yuzhan
Hu Junjie, assistant president of Yuyuan and CEO of nightlife in Huangpu District, told reporters that Yuyuan attracts 45 million passengers each year, 70% of which are tourists. "The epidemic has a great impact on us. Shanghainese don't come to Yuyuan very much except for the Spring Festival. Yuyuan can be said to be the most familiar stranger in the hearts of Shanghainese." Therefore, Yuyuan needs to change its management ideas, seek innovative transformation, and re-attract Shanghainese returned to Yu Garden.
The origin of the name "Food Play School" launched this time is a historical evolution. The old school ground road where the Yuyuan Garden was located was once the place where the Ming Dynasty stationed troops to perform martial arts. The "food and play school ground" combines history with the characteristics of the current Yuyuan Garden, and launches "traversing time and space", open-air bars, and immersive performances. Concepts, new scenarios and new gameplay.
The reporter saw in the central square that a lively beer house appeared in the "C" position, the green post was the bar counter, and young people were sitting around the bar counter, holding a mug of beer in hand. Citizen Ms. Xu and her colleague sat in front of the post. She told reporters that she recently saw a beautiful picture of the night view of Yuyuan Garden on the Internet. After a whim, she asked her colleague to come to work to check in. "Yuyuan hasn't been in Yuyuan for many years. A tourist attraction, come and go in a hurry. But when you come here today, you can chat and watch the show. It’s delicious, fun, and beautiful. I am really surprised!"
It is understood that every evening from Monday to Friday, and every afternoon and evening of Saturday and Sunday, Yuyuan Garden will present various wonderful performances for the citizens and tourists who come here. Performances such as Guofeng Girls Group, Jiuquqiao Boat Show, Jazz, Street Dance, Electronic Music, and Close-up Magic will be staged in the three major squares of Yuyuan Garden, and will bring 8 hours of non-stop performing arts activities every weekend.
In addition to abundant performing arts activities, Yu Garden is also actively upgrading in space. Photo by Kang Yuzhan
Hanfu parade performances will continue in Yuyuan as a long-term event in the future. Actors dressed in Hanfu will appear in the crowd from time to time, interact with citizens and tourists, and take everyone to play a "travel in place". Elements of national tide and national wind, and immersive interaction will be the main direction of Yuyuan's future development.
In addition to abundant performing arts activities, Yu Garden is also actively upgrading in space. The century-old vegetarian restaurant Chunfeng Songyue Building has been upgraded and renovated on a monthly basis. The famous restaurant Green Wave Corridor of "One Feast World" is upgraded around the "fashion, exquisite and Shanghai style" positioning. The old temple Jingrong Building is shown in "gold costume".
Guofeng women's group performance. Photo courtesy of Yuyuan Garden
"Everyone in the Yu Garden is not likely to consume in the building, but there will be a consumption in the street shop. We think that the buildings in the Yu Garden are very Shanghai-like scenes, so we created these buildings. There is a Shanghai story, a Shanghai taste, a place that presents Shanghai memories," Hu Junjie said.
It is worth mentioning that the upgraded Yu Garden on July 3 will also be linked with the BFC Fengjing Night Market on the Bund less than 1 km away, and will host a directional "luminous run" activity from Yuyuan to the BFC Fengjing Night Market on the Bund. The event recruits night running enthusiasts, wearing luminous accessories, starting from Yu Garden, along the Renmin Road, Zhongshan East Road, the Bund area, running at night, arriving at BFC Bund Fengjing Night Market and returning to Yu Garden. The two major business districts will join forces and will jointly set up a series of preferential activities.
Today, Yu Garden is not only a cultural meeting room for Shanghai people to receive friends from all over the world, but also a “punch-in place” for young people to experience the national tide and embrace culture. Yuyuan, a Shanghainese who hasn’t been there for many years, has another reason to re-enter. (Finish)