My hometown is Ji'an City in Jilin Province, often called the "Little Jiangnan Beyond the Great Wall" and a UNESCO World Heritage site for Goguryeo relics. These are the most common impressions outsiders have of Ji'an. Just before the Spring Festival, I landed in Shenyang and traveled back to this small border city. Although work keeps me away most of the year, every return to this black soil region feels deeply familiar. In recent years, with the national strategy of "Revitalizing Border Areas and Enriching Residents" and the rise of Northeast China's ice and snow economy, Ji'an has undergone significant transformation. This Spring Festival report shares my observations and reflections as a sell-side analyst, focusing on new developments in border tourism, infrastructure resilience, and upgrades in the county-level consumer market.

First, Border Charm and Nighttime Economy Synergize for Tourism Upgrade. Ji'an is known for its mild climate, but during the 2026 Spring Festival, several snowfalls draped the city in silver. The cold weather did not dampen the influx of returning residents and tourists; instead, it fostered a unique "ice-snow + border" experience. Tourism has long been a signature industry for Ji'an. Previously, travel peaked in summer for escaping heat and autumn for maple viewing, leaving winter relatively quiet. This Spring Festival, however, I observed substantial government efforts to make the off-season vibrant. The most notable change is the integration of urban lighting projects with the nighttime economy. The decorative lights along the city government square and the Yalu River waterfront are no longer just for illumination but have become visually striking cultural attractions. Take the Yalu River pedestrian street as an example. It has evolved from a local leisure spot into a core area for tourists to experience the border atmosphere. With the river frozen and snow-covered, and the serene mountains of North Korea visible on the opposite bank, the stark visual contrast attracted numerous visitors for live streaming. I also noticed a clear "supply-side reform" among the local specialty stalls along the river. Previously selling ginseng and rice wine in a rudimentary manner, most stalls now feature products in trendy, refined packaging. Portable items like fresh ginseng honey slices and vacuum-packed Korean spicy cabbage have become mainstream. This reflects a growing brand awareness among local merchants—transitioning from selling agricultural products to tourism commodities. Such industrial upgrading not only increases per-customer spending but also makes local specialties more shareable on social media, injecting new vitality into the local economy.

Second, Infrastructure Resilience Strengthens as Regional Transport Networks Mature. In Northeast China, winter transportation often hinders economic mobility. However, during my return trip, I experienced firsthand the "certainty" brought by infrastructure improvements. I flew into Shenyang Taoxian Airport and then took a regional shared taxi back to Ji'an. Thanks to Jilin Province's continued investment in border road networks like the G331 National Highway, even during light snow around the Lunar New Year, snow clearance was prompt and efficient. The journey was smooth without significant traffic jams. The improved transport network essentially reduces friction costs for the regional economy. As a key part of the "Most Beautiful Border Route," the G331 Highway serves not only passenger transport but also functions as a logistics artery. It efficiently connects Ji'an, once a remote border endpoint, into the economic spheres of regional hubs like Shenyang and Changchun. For returning natives, this means a shorter journey home; for industries, it signifies greatly enhanced efficiency in the flow of goods and information. Hard infrastructure connectivity is transforming into soft power for regional development.

Third, County Consumption Evolution: Chain Brands Penetrate and Local Formats Innovate. Walking through Ji'an this Spring Festival, the most immediate impact came from dramatic changes in the consumer landscape. This is not merely a shift in businesses but a microcosm of consumption upgrading in China's county-level markets. 1. Deep Penetration of Chain Brands and "Stock Game" Competition. Previously, Ji'an's commercial scene was dominated by small family-run stores. Now, leading brands from first-tier cities are expanding into this border town. On main streets, brightly lit snack retail chains attract families with their value-for-money offerings. Luckin Coffee and Cotti Coffee have set up shops next to each other, bringing their price wars to the border. Newly opened community-based hot pot chain stores precisely target family dining scenarios. The expansion of these listed companies fills the gap for standardized products and services in lower-tier markets while forcing local businesses to adapt or be eliminated in a competitive shake-up.

2. "Adaptive" Innovation in Local Service Formats. Amid competition from chain giants, local businesses demonstrate remarkable resilience and creativity. For instance, a new café I visited skillfully blends industrial-style décor with local specialty foods. Its menu includes not only American coffee but also local snacks like fried cakes and corn porridge. This all-day operation model combining morning coffee, evening drinks, and local snacks caters to returning youths' taste for style while retaining local residents' flavor preferences, significantly boosting per-square-meter efficiency.

3. Emotional Consumption in "Hearth-Side Socializing." In wintery Ji'an, "grilling skewers on the heated kang" remains a cornerstone of social consumption. This gathering around a charcoal grill is not just about dining but a strong social ritual. Observations indicate that residents maintain a strong willingness to spend on dining, but their preferences are becoming more pragmatic. Rather than splurging for appearances, people prefer paying for "togetherness" and "atmosphere."

As the short Spring Festival holiday concludes, the changes in my hometown, observed through the lens of a consumption analyst, reveal the vitality within the capillaries of China's economy. Ji'an is no longer a forgotten border city. Through infrastructure improvements, tourism resource development, and consumer market upgrades, it is actively finding its place in the tide of the times. I believe that in the future, this "Jiangnan of the North" will welcome visitors from all directions with greater openness and confidence.