The 2026 Changning District Reading & Coffee Culture Week was held from April 23 to 26 at Hongqiao Park. Under the theme “Tea Aroma, Coffee Flavor, Reading in Changning,” the event integrated the district’s public cultural spaces and tourism resources to create a new urban cultural scene blending culture, commerce, tourism, sports, exhibitions, and greenery. It offered residents and tourists an immersive cultural tourism experience that combined “Hongqiao origin, international flair, digital touch, and boutique quality.” The event innovatively launched a series of short videos titled “Xiao Sheng Explores Changning” and urban roaming routes named “Three Cups and Two Glasses.” It also unveiled three major vitality-enhancing plans: “Architecture to Read,” “Bookishness to Savor,” and “Art to Immerse In.” Supporting activities such as Coffee Micro-Travel, Coffee Theater Festival, and Taobao Flash Sale subsidy events will continue through May, further extending the event’s influence.

 Market economy unleashes innovative vitality 

The event featured two major markets. The 2026 Changning District Reading & Coffee Culture Week market housed 48 booths and 52 enterprises, covering six sectors including books, tea and coffee, cultural creativity, and hotels. On-site experiences included robot interactions, a greenbelt concert, NFC mini vinyl check-ins, and three Changning-exclusive themed specialty drinks: “Encountering Hudec,” “Long Scroll of Calligraphy,” and “Dopamine Palette,” which were well received. The 2026 Changning District “Best Hongqiao” Reading Carnival market had 15 booths, featuring publishing, cultural creativity, tea drinks and pet supplies enterprises such as Fanshu, Tianshan Tea City, youth startup brand moment, LEGENDSANDY, as well as Puyu Bookstore and the District Copyright Workstation.

According to incomplete statistics, the total turnover of the two markets exceeded 130,000 yuan, attracting over 7,000 new followers, and drawing approximately 25,000 visits, effectively achieving brand promotion and customer flow conversion.

 Tech empowerment and creative interaction create ‘Takeaway’ city memories 

The event combined digital experiences with physical cultural products, greatly enhancing visitor engagement and social media sharing.

As a new favorite for social media check-ins, 200 “NFC mini vinyl stickers” were distributed on-site, leading users to post 130+ threads with designated hashtags, creating “portable and collectible” digital cultural tourism memories.

A robot interaction zone was set up, where smart guides roved through the market enthusiastically interacting with visitors, accompanied by AI-generated original music performances, creating a strong tech atmosphere.

The three Changning-exclusive themed specialty drinks — “Encountering Hudec,” “Long Scroll of Calligraphy,” and “Dopamine Palette” — integrated architecture, books, and art into taste experiences, winning wide popularity.

 Deep integration of culture, commerce, and tourism unlocks new ‘reading+’ and ‘coffee+’ scenarios 

The event broke the boundaries of single cultural or commercial activities. Through the cross-border integration of “reading+” and “coffee+,” it built diversified new consumption scenarios.

It innovatively launched “three perspectives on Changning” (cycling, driving, walking) as “coffee + micro-travel” routes, connecting urban scenery with market coffee flavors, attracting 160 participants for in-depth experiences. A “Coffee Immersive Concert” and “Coffee Music Request” were held, blending folk songs with coffee aromas to provide emotional support, with over 3,000 people stopping to watch or participate in song requests.

During the National Reading Week, Changning District not only continued the second “I Am a Reader” thousand-person lecture, inviting teacher Fan Deng to share “The Joy of Reading,” but also hosted cultural flash mobs, themed lectures, training sessions, aesthetic education experiences, and reading clubs to enhance the reach and participation of national reading. A total of 28 events were held, with 2,265 participants, bringing reading from static to dynamic, from libraries to commercial districts and enterprises, from offline to online, making the culture of reading flourish throughout Changning.

 **District-Wide Consumption Linkage Precisely Boosts Commercial District Economy** 

The event went beyond the park market, using strong consumption promotion measures to successfully channel foot traffic to major commercial districts across the district, supporting economic growth.

- **Taobao Flash Purchase Consumption Subsidies:** Taobao Flash Purchase partnered with key commercial districts such as Longemont, Nanfung Plaza, and Shangri-la Center, issuing over 700,000 yuan in consumption subsidies, estimated to drive more than 3 million yuan in consumer spending.

- **Payment Discounts and Lucky Draws:** Through CCB discount offers and the “Why Love Changning” lucky draw (with about 600 participants), the event effectively stimulated consumer enthusiasm.

 **Brand IP and Media Presence: Enhancing Urban Cultural Soft Power** 

The event’s scale and influence were further elevated. The three major vitality-enhancing plans — “Architecture Worth Reading,” “Books Worth Tasting,” and “Art Worth Immersing” — were officially released, covering 24 specific projects and deepening the brand connotation of Changning’s cultural tourism. A total of 22 media outlets covered the event, with total exposure on new media platforms (Douyin, Xiaohongshu, WeChat Video Channels, etc.) exceeding 50,000 views.

The 2026 Changning District National Reading Event & Coffee Culture Week successfully achieved a leap from “market” to “city festival.” By enhancing experiences through technology and enriching content dimensions through cross-border integration, the event not only gathered crowds but also tangibly boosted regional consumption, showcasing Changning’s urban charm that combines “international flair” with “local vibrancy.”