Triple increase, breakfast shop owner discovers: people queuing up to buy steamed buns, the first "Road Life Festival" ends trend | activity | Road
By the Huangpu River, under the Nanpu Bridge, with the end of the "Beijing Roadshow Plan" band's performance, the first "Road Life Festival" of Xiaohongshu came to an end.
From August 3rd to 13th, with the support of the Shanghai Municipal Commission of Commerce, the Municipal Bureau of Culture and Tourism, and the Huangpu District People's Government, Xiaohongshu successfully held the first "Road Life Festival" in Shanghai. The Life Festival consists of over 200 activities, radiating across 37 roads and surrounding areas in Shanghai. During the event, nearly 150000 people registered online on the Xiaohongshu App, including 400 Xiaohongshu brands and merchants, and nearly 2000 Xiaohongshu bloggers; Offline activities attract over 200000 citizens and tourists to participate in the experience, adding new highlights to Shanghai's "summer consumption season".
The "Street Life Festival" has become one of the most popular activities of this festival, with the "Corner Art Exhibition" held at the main venue of the World Expo Creative Show. 99 sets of photography works have attracted tens of thousands of visitors for sightseeing.
Photography work "My Grandmother", using wall colors to record my grandmother's rural life; "Building an exclusive radio station for an 80 year old man, using art to retain memories of his youth that belong to his elders..." If it's just a quick glance, these works may not be special. When you know the story behind each work, you can feel that young people are expressing their care for the city and life in their own way. "Wang Qiangwen, 56, sighed after watching the exhibition.
On Danshui Road beside Xintiandi in Huangpu District, 33 poems written by Xiaohongshu poetry blogger to "life" are intensively displayed here in the form of "Small Road Poetry Exhibition". Walking on this road, you will find that cafes, flower shops, balconies, and trash cans all have their own poems.
On Nanchang Road, not far from the Tamsui Road, Luo Shengtian, a boy born in 1995, created "flower patch plans" he initiated on Xiaohongshu, using felt tools to make "small flowers" and "mushrooms" to make up for the damaged corners of the city. These small flowers have attracted many citizens to take photos. Liu Wenqiang, the owner of a nearby breakfast shop, said that after the exterior wall of the shop was repaired by Luo Shengtian, the number of people queuing up to buy steamed buns every morning has tripled.
From August 4th to 6th, and from August 11th to 13th, whenever night falls, a queue of nearly 400 meters forms by the Huangpu River under the Nanpu Bridge. The "Naliang Night Market", consisting of 70 Xiaohongshu brands and 15 Xiaohongshu specialty food merchants, has attracted many citizens and tourists to participate.
Cao Zhuren, who used to work for the Fortune 500, is now the store manager of Cosmos, a leading seller on Xiaohongshu. From his hobbies to resigning and starting a business, he has now gained 37000 followers on the platform, and the sales of his store are increasing day by day. At the market, Cao Zhuren not only showcases products, but also works part-time as a "cultural popularization officer", sharing the stories behind every vintage clothing.
Not only niche businesses, but also niche specialty foods and trendy shops have gained popularity. In the past 11 days, 50 food stores on 10 roads in Shanghai, including Jinxian Road, Daxue Road, and Yanqing Road, formed a "small road shopping and eating tour", which was checked in by groups of citizens and tourists. The online activity page of the Xiaohongshu App was visited by nearly 600000 people. 29 trendy stores are combined to create the "Little Red Book Trend Map", where trendy culture and young people's lifestyles coexist and grow together.
Zhao Yan, the project leader of Xiaohongshu's "Road Life Festival", said, "Although the" Road Life Festival "is only 11 days long, Xiaohongshu's pursuit of beauty will continue. In the future, we hope that the" Road Life Festival "can become a" youth urban cultural IP ", showcasing more imagination and innovation between Xiaohongshu and urban life and youth culture."
