Fireworks atmosphere + trendy style Hetou Old Street, a new landmark for cultural tourism consumption

On July 1st, Hetou Old Street in Fengnan District of Tangshan City was bustling with crowds. The summer heat couldn't deter the enthusiasm of visitors from all directions. Along both sides of the Tangjin Canal, gentle post-rain sunshine fell softly on the black tiles and blue bricks. Strings of Tang-style palace lanterns exuded extraordinary charm, Tang-costumed dancers moved gracefully to the music, and the water market and numerous shops were packed with people, presenting a magnificent scene of Tang Dynasty prosperity.

Hetou Old Street got its name from being located at the headwaters of two artificial canals - the Coal River and Tangjin Canal. Historical records show that a hundred years ago, "Old Hetou" was bustling with thousands of boats and countless merchants. To recreate this prosperity, local cultural tourism departments and related enterprises developed Hetou Old Street based on the existing commercial district. After beginning regular operations in 2024, Hetou Old Street received 6.78 million visitors in its first year. During this year's May Day holiday, it welcomed 430,000 visitors, with a single-day peak of 120,000.

Today, Hetou Old Street has become a showcase of urban culture and development achievements, as well as a new space connecting "beautiful life" with "poetry and distant dreams."

01 Street Renewal Unlocks the "Reverse Aging" Code

"The moment all the street lights lit up, it was so mesmerizing, like walking into a movie." On the evening of July 1st, above the thousand-meter canal of Hetou Old Street, nearly a hundred giant "Tang" character light pillars illuminated, and drums resounded from the slowly moving Tang King's Eastern Campaign themed flower boats. Tang Dynasty women who seemed to have traveled through a time tunnel danced gracefully in pavilions built on the water. Tourist Li Ziqiong, who happened to be visiting Huaiyuan Bridge, captured this stunning scene.

"Let me tell you about the Tang-style palace lanterns on the old street." Seeing more and more tourists gathering on Huaiyuan Bridge, Hetou Old Street scenic area guide Tian Jiayao began her wonderful tour commentary. "Everyone look, the shape of each light pillar on both sides of the canal looks like the Chinese character 'Tang'. The largest lanterns are about 7 meters high, and the images of maids, officials and other figures on them are all taken from Tang Dynasty murals, presenting Tang culture in subtle details."

Walking through the alleys of Hetou Old Street, Tang style and charm are everywhere. At the Eastern Campaign Cultural Square, tourists line up to take photos in front of the statue group of Tang King Li Shimin and his generals. There's also the scenic area's famous IP, the adorable live-action "Tang Little Master," enthusiastically greeting everyone.

"This place didn't used to have so many fun and beautiful things. Although it was also a commercial street with brand restaurants, shopping, leisure, and tourism, it was never particularly popular," said Zhang Yue, Operations Director of Tangshan Fengnan Cultural Tourism Development Co., Ltd. The predecessor of Hetou Old Street was Canal Tang Street. When upgrading and renovating it, the operations team faced a canal that had been "dormant" for more than a decade and dozens of idle antique-style buildings. Even more challenging was that the project lacked the natural advantages and traffic foundation of other famous scenic spots.

What to do? First, they needed to make the scenic area "come alive." To achieve this, the operations team visited various places across the country to study and learn, researching traffic generation methods, and finally decided to first create a distinctive night economy scene. After several months of intensive construction, they completed a thousand-meter-plus steel structure double-layer sightseeing corridor, Tang-style palace lanterns, and various micro-performance stage installations.

"After Canal Tang Street was magnificently transformed into Hetou Old Street, the team targeted the 2023 Spring Festival for trial operations. We never expected that one Spring Festival holiday would attract over 300,000 visitors!" Zhang Yue said. Subsequently, Hetou Old Street underwent two more large-scale upgrades with a total investment of 500 million yuan, establishing six major themed cultural squares including Hetou Cultural Square, Eastern Campaign Cultural Square, Prayer Square, Wangzhen Square, Tangshan Dialect Square, and Acrobatics Square, as well as Taishang Banquet and the water market.

After beginning regular operations in 2024, Hetou Old Street received 6.78 million visitors in its first year and was designated as a national-level tourism and leisure district and a national-level nighttime cultural and tourism consumption cluster.

"Hetou Old Street became popular not only because of hardware improvements and new landmark buildings and photo spots, but more importantly due to the massive integration of cultural elements, especially the concentrated development of Tang culture IP. The immersive experience of walking through it makes visitors linger," said Xu Xiaowen, head of Hetou Old Street scenic area. The landscapes and attractions of the old street all follow Tangshan's characteristic culture as the main thread, based on the prosperous Tang style that best represents a golden age, packaged in scenario-based formats according to different themes like port opening and temple fairs, integrating diverse business formats of "dining, touring, shopping, entertainment, sports, exhibitions, and performances" to create an immersive cultural tourism district with unique regional characteristics.

Recently, tourists watched a large-scale live performance at Hetou Old Street in Fengnan District, Tangshan City.

02 Exclusive Memories Activate Cultural "Hyperlinks"

"We're performing about Yang Bajie from Tianbo Mansion, who rode her horse to the suburbs for a spring outing..." At 6 PM on July 1st, at the outdoor performance area of Hetou Old Street's water market, Fang Chunyan, a municipal-level representative inheritor of Laoting Drum, was performing the famous piece "Yang Bajie's Spring Outing" for tourists. Her melodious singing and nimble rhythm drew applause and cheers from the audience.

"Laoting Drum is a national-level intangible cultural heritage. Each tone and tune tells of human nature, each drum beat and rhythm sings of life's ups and downs," Fang Chunyan introduced. This folk art that grew from the soil has been integrated into the bloodline of Laoting people for hundreds of years, sublimating into endless nostalgia. Every time she performs at Hetou Old Street and sees so many audience members appreciating it, she feels very proud.

One performance follows another. As soon as the Laoting Drum performance ended, exciting programs were staged in turn at outdoor performance areas for shadow puppetry and Ping Opera. With melodious strings and authentic local singing styles, the atmosphere reached wave after wave of climaxes.

"I really sang my heart out today!" Coming down from the stage, young Ping Opera actress Zhang Zixuan felt thoroughly satisfied. "If you have a chance, you must visit Hetou Ping Opera Garden. Teacher Li Yumei, known as 'Little Zhao Lirong,' leads the Ping Opera 'Flower Matchmaker.' Through innovative performance formats, it retains classic singing segments while adding audience interaction, letting more people experience the beauty and charm of Ping Opera in a relaxed and pleasant atmosphere."

Li Weijin, head of Tangshan Kaige Group Cultural Media Art Troupe, explained that with so many districts around, how to highlight uniqueness and differentiation is key to operations. Take performances, for example - many performance projects at Hetou Old Street fully embody local cultural characteristics, including both folk performances and competitive activities. These are important connection points for deep cultural-tourism integration and important pathways to showcase the region's "youthful" and "fashionable" aspects.

At Hetou Old Street, the integration of "local culture" is comprehensive. Visitors can not only enjoy intangible cultural heritage performances of what are called the "Three Flowers of Eastern Hebei Arts" - Ping Opera, shadow puppetry, and Laoting Drum - but also take photos at the "Most Tangshan" photo wall showcasing local Tangshan culture, or visit the Hetou Cultural Museum to learn about Tangshan's history.

Specialty foods are indispensable. "Come in, welcome to our shop..." From 7 PM to 9 PM on July 1st, in front of the Tangshan Da Luozha shop bearing the "Yanzhao Time-honored Brand" plaque, batch after batch of diners arrived, and the greeting from the server at the door, full of Tangshan flavor, felt particularly warm.

Shop owner Wu Yanping, a municipal-level representative inheritor of Luozha-making techniques, enthusiastically introduced: "Luozha, also called Gezha or Gezhe, is our Tangshan specialty noodle snack. Made from mung bean flour into cake form, cut into pieces, it can be stewed with vegetables, fried, or stir-fried."

Luozha is common in Tangshan areas like Fengnan, Qianxi, Luanzhou, and Laoting. Eating Luozha is an exclusive memory for Tangshan people. There's a saying that you haven't really been to Tangshan if you haven't eaten Luozha.

"Hetou Old Street's water market brings together over 100 types of Tangshan cuisine, including more than 30 intangible cultural heritage foods. Chess piece biscuits, Luozha... every traditional snack carries childhood memories," Li Weijin introduced. Tasting food while watching performances, deep culture becomes approachable, tangible, and experiential here.

Horns suddenly sounded, armored soldiers marched majestically, and amid intersecting lights and shadows, it seemed like a dream return to the Tang Dynasty... The large-scale live performance "Tang Mountain: Tang King's Eastern Campaign" deeply captivated the audience. Not far away, ladles of molten iron were splashed out, and in an instant, millions of golden flowers bloomed in the night sky, lighting up the deep twilight and drawing cheers.

"Equestrian shows, acrobatics, iron flower displays - so many performances, truly spectacular viewing." Beijing tourist Zhang Tongtong held up her phone, recording every exciting moment. She said happily: "I need to post this on social media right away to let more friends and family see how beautiful Hetou Old Street is."

Recently, tourists visited Hetou Old Street in Fengnan District, Tangshan City.

03 Business Format Integration Drives Consumption "Heat Index"

"Look at these ticket checkers - aren't they different from other scenic spots? This is a new feature of our Hetou Old Street." Following guide Tian Jiayao through the south gate of the scenic area, various costumed characters warmly approached them, joining Tian Jiayao in patiently introducing Hetou Old Street's internet-famous photo spots to tourists.

"This is the 'Tang Dynasty Detective' immersive gaming project that was just launched during this year's May Day holiday. Over 200 role-playing personnel are scattered throughout the scenic area, including ticket checkers and guides, ready to interact with tourists at any time. Being in the scenic area is like playing a large-scale 'murder mystery game' - tourists are both sightseers and players," Xu Xiaowen said.

Indeed, as Xu Xiaowen described, walking through Hetou Old Street scenic area, a green-clothed flower vendor walks through the streets calling out his wares, occasionally giving flowers to tourists; pretty tumbler ladies pause at the Prosperity Pier, giving various small gifts to tourists. Su Yining, playing a maid role, handed the reporter an official Hetou Old Street "silver note." With this "silver note," the reporter participated in the scenic area's "Imperial Examination" activity. After completing a series of test questions, they gained a deeper understanding of Tangshan's profound historical culture.

Being both trendy and stylish is part of Hetou Old Street's charm. At Ailing Guesthouse Library, tourist Ta Fang selected a poetry collection from the bookshelf, sat by the window, and enjoyed a wonderful reading time. "Finding tranquility amid the bustle is truly pleasant," Ta Fang said.

"Ailing Guesthouse Library is the first accommodation and reading venue in Hetou Old Street. It adopts a new Chinese design style, cleverly blending Eastern aesthetic charm with modern minimalist lines. Overlooking the city lights from the window, enjoying peaceful moments in a secluded corner," said Li Ning, head of Ailing Guesthouse Library. Since opening 10 months ago, the guesthouse library has received over 10,000 visitors.

Historical and cultural districts are not only cultural repositories but also comprehensive spaces integrating diverse business formats like entertainment, dining, and socializing. Walking through Hetou Old Street, scenery is everywhere. In front of the water market, phoenixes dance and fairies descend; on the scenario stage, Zhizunbao and Zixia Fairy sing and dance, performing wonderfully; at the old car "persimmon" market, the fashionable and retro characteristic scenario consumption space bustles with crowds...

Meanwhile, warm services seamlessly connect - Hetou Old Street's nine stations provide an average of 40,000 free beverages daily, and over 30 convenient services including emergency medical care and infant care are readily available.

"Since opening over two years ago, Hetou Old Street has undergone multiple iterative upgrades and has now developed into a Chinese cultural theme park where visitors of different ages can find emotional resonance," Xu Xiaowen said. Going forward, Hetou Old Street will continue exploring new scenarios and new ways of playing, promoting district business format upgrades, making visitors both "show off" and "get excited," while also making excellent traditional Chinese culture "come alive" and pass down.

Ten li of coal transport river, here is "most Tangshan." The historically rich canal old street is radiating brilliant light.

■ Reporter's Notes Rising Street Atmosphere, Opening New Consumption Spaces

Walking through Hetou Old Street feels like entering a world where old and new blend: In the old car "persimmon" market, various creative handicrafts, trendy shops, and small bars are scattered about, with specialty snacks, handicrafts, and cultural creative products attracting tourists to stop and shop. On the bluestone pedestrian path, visitors in Hanfu clothing walk leisurely, passing through corridors and pavilions, encountering opera stages, feeling full charm. With so many options to browse, play, and purchase, no wonder Hetou Old Street is extremely popular.

Behind this reflects Hetou Old Street's exploration of integrated innovation - combining cuisine, tourism, performances, shopping, and other business formats into one, creating immersive new consumption spaces. Hetou Old Street's advancement path hasn't stopped at hardware improvement projects. The local area's rich historical and cultural heritage provides vivid cultural creative materials and performance production resources for consumption business format development.

In creating cultural IP, Hetou Old Street uses Tangshan's characteristic culture as the main thread and prosperous Tang style as the foundation, creating consumption scenarios with unique regional characteristics. In the old street, visitors can dress up as "princesses" and "knights" on Hanfu fashion shows, experience aerial performances, or become extras in scenario stage plays, transforming consumers from "viewing scenery" to "entering the scene."

With numerous historical and cultural districts, highlighting uniqueness and differentiation is key. The empowerment of "local culture" allows visitors to experience Hetou Old Street's unique charm. The "Three Flowers of Eastern Hebei Arts" - Ping Opera, shadow puppetry, and Laoting Drum - perform daily at Hetou Old Street; dozens of intangible cultural heritage foods at the water market let visitors fully experience the unique charm of regional culture.

These intangible cultural heritage exhibitions and folk experiences, emphasizing departure from life scenarios, aim not only to stimulate consumption but also to showcase a distinctive lifestyle. In this space, what connects with consumers is not just products, but emotional resonance and identification.

During interviews, encountered tourists all said that what they experienced most at Hetou Old Street was service details. Walking through Hetou Old Street's alleys, you can see multiple love stations set up by the scenic area, offering free plain water, lemon water, pear soup, tableware, medicine boxes, microwaves, and wheelchairs and strollers prepared for elderly and children. The sincerity of enthusiastic service is reflected in many details, which is also an important reason for Hetou Old Street's popularity.

As night falls and neon lights flash, on one side are trendy creative activities, on the other are historical memories along Tangjin Canal. Hetou Old Street's day and night see rising atmosphere and consumption vitality everywhere.

This also enlightens us that there are many effective paths for coordinated development of regional culture and tourism, such as creating immersive consumption scenarios with regional characteristics close to reality, enhancing the storytelling, experiential, participatory, and interactive nature of cultural tourism consumption, allowing consumers to integrate into specific scenarios or stories, while continuously improving cultural tourism public service levels, using warm details to make guests willing to come, able to come, and come often.