The quadrennial World Cup begins, and many regions are seizing business opportunities to create new projects for the night economy; Commercial landmarks, popular attractions, etc. will launch activities such as garden night tours and immersive check-in through "AI technology+cultural and sports IP"; In order to attract more summer parent-child traffic, cultural and museum institutions are exploring new ways of nightlife... In the scorching summer, many places are innovating around night markets, night tours, and night explorations to enrich people's nightlife and promote the continuous rise of summer night consumption.
At present, the 2026 US Canada Mexico World Cup is in full swing, and many places are focusing on the hot ongoing World Cup events to develop diverse consumption scenarios and unleash new vitality in nighttime consumption.
Outdoor at Beijing Yizhuang Dazu Square, there are lush lawns and neatly arranged leisure tables and chairs. The evening breeze is gentle, the aroma of grilled skewers and beer is strong, and pleasant music is endless. Various World Cup themed decorations and football elements are spread throughout the venue.
The World Cup themed immersive market - the third "One Good City" urban themed market is being held at the outdoor square of Dazu Square. The market gathers nearly a hundred specialty stalls, covering diverse formats such as global cuisine and cultural and creative handicrafts. The official series of authorized retail stores for FIFA 2026 World Cup also made a wonderful appearance. The newly launched plush Hercules Cup and other products this year are very popular among consumers, "said Xin Danguo, the head of the retail store.
In Qibao Town, Minhang District, Shanghai, the large-scale commercial complex Qibaobao Longcheng has launched the "Awakening Summer Night" series of activities and the 2026 Qibao Town Nightlife Festival, starting with the World Cup and continuing until the end of the World Cup on July 19th. During the event, multiple merchants extended their business until late at night, offering exclusive discounts on late night snacks and drinks.
Zhang Jie, General Manager of Baolong Commercial Qibao Project, said, "We chose to use the word 'ferment and awaken' for this year's Nightlife Festival, hoping to awaken everyone's taste buds, enthusiasm, and social vitality through the hype of the World Cup
In Xixian New Area, Xi'an, Shaanxi Province, commercial complexes and streets such as Wangfujing Outlet held themed consumption promotion activities such as watching the World Cup and purchasing high-quality goods, which led to a 5.7% month on month increase in nighttime consumption in the entire area.
In addition to linking with the World Cup, many commercial landmarks and popular scenic spots have also created new nighttime cultural and tourism projects, using new ways to drive new consumer demand.
As dusk falls, the vermilion gate of Jingxin Zhai in Beihai Park, Beijing slowly opens, and a time traveling garden night tour quietly begins. Tourists walk slowly along the intertwined garden paths of light and shadow, changing scenery with each step. Pavilions, pavilions, and corridors become natural stages. When the singing style of Kunqu opera 'The Peony Pavilion' resounds in the night, the audience laments, 'It's really people in the play, play in the scenery.'.
This gives me a sense of intersection between light and shadow and the times, "said tourist Wang Kefang." This is not only a nighttime park tour, but also a deep dialogue with history.
We hope that tourists can also appreciate the beauty of ancient architecture in the evening and feel the charm of traditional Chinese culture in the real garden scenery, "said Kang Ling, deputy director of Beihai Park. Since the launch of the" Yin · Jingxin "evening cultural activity, the lighting and performance have been continuously upgraded, cleverly integrating classical garden design concepts, committed to revitalizing ancient architecture spaces and enriching the evening cultural life of citizens and tourists.
Xianyang, Shaanxi Province, takes Qin culture as its background, integrates light and shadow technology with urban fireworks, trendy fashion, and intangible cultural heritage to create a rich and diverse summer night cultural and tourism feast. Going to Huitong Night Market to try new things and immerse oneself in the filming location of the popular drama "The Protagonist" on Xianyang Old Street has become a "must-have" for many out of town tourists.
Interacting with NPCs (non player characters) dressed up as Song Yingxing, Huang Daopo, etc., eating chicken cakes, sandwiches... The Shanghai Science and Technology Museum explores and expands the night time consumption industry, specially designing science popularization interactive activities, selecting NPCs related to the development of ancient Chinese technology, introducing light and delicious snacks, and attracting a large number of citizens to experience.
At the same time, some cultural and museum institutions are tapping into their own resource endowments to create new experience projects such as night exploration and overnight stays, expanding new spaces for nighttime consumption.
Late at night, the "River of Life" exhibition area of the Shanghai Natural History Museum "grew" orange mushrooms "- this is the museum's newly launched overnight activity this year. Family members who have booked activities will enter the museum after it closes, carefully observe the exhibits with professional staff, and participate in the museum's special "Science Popularization+Handicraft" and "Science Popularization+Art Education" activities. Finally, the audience set up tents in different areas of the museum and fell asleep accompanied by fossils and specimens such as dinosaurs, polar bears, and saber toothed tigers.
The dual experience of exploring museums at night and setting up tents is very unique, "said Wang Jing, a Shanghai audience member.
This summer, multiple overnight stays launched by the Shanghai Natural History Museum have been selling well on tourism platforms. Song Xian, director of the Exhibition and Education Center of Shanghai Natural History Museum, introduced that with the increasing demand for visitors, they are exploring the launch of multi-level science popularization services: during the day, they mainly meet the public's science popularization needs, covering the general public and tourists, striving for "large" and "comprehensive"; At night, personalized and differentiated science popularization activities and overnight stays will be launched without affecting the normal operation of the venue, with the characteristics of "precision" and "uniqueness".
Coincidentally, since the beginning of summer, Shanghai Zoo has had night exploration activities almost every week. In addition to the reptile theme, there are also local animals, fireflies and other themes. According to tourists' ability to accept professional knowledge, activities are divided into different groups such as young children, adults, and adults. As soon as tickets for related activities are released, they will be instantly available.
Dai Bin, President of the China Tourism Research Institute, said that the light of culture and tourism is illuminating the "night sky" of people's leisure life. Nightlife scenes such as cultural tourism, performances, and competitions activate multiple consumption chains such as transportation, retail, and accommodation, promoting multi-party cooperation and win-win results. (Looking into the New Era)