Shangxiahang Historic and Cultural District in Fuzhou, Fujian province is finding new energy by blending heritage with new forms of consumption and immersive experiences. Once a century-old commercial hub, the historic neighborhood is bringing Fuzhou culture closer to visitors while giving traditional crafts and local products new ways to reach younger consumers, international travelers and overseas markets.

Visitors explore Fuzhou's Shangxiahang Historic and Cultural District on Aug 17. [Photo/chinanews.com.cn]

At a Fuzhou teahouse in a traditional courtyard, owner Zhu Qiumin serves customers cold-brew jasmine tea. The shop has given Fuzhou jasmine tea a fresh twist, offering cold-brew tea, jasmine-flavored pastries and jasmine ice cream, while also developing jasmine-inspired fragrances and other cultural products. Its contemporary approach has attracted many young visitors.

The shop has developed a range of jasmine-flavored treats that highlight the flower's delicate aroma while bringing Fuzhou's traditional tea-drinking culture into a contemporary setting.

Visitors can enjoy tea in a traditional courtyard, learn about the centuries-old jasmine tea scenting technique and take part in a tea-making experience in the style of the Song Dynasty (960-1279), turning a visit to the historic district into an immersive cultural experience.

At the Fuzhou Jasmine Flower Aesthetics Museum, Yan Jinhua, a representative inheritor of Fuzhou jasmine tea scenting techniques, demonstrates traditional steps including removing and sorting jasmine flowers. Fuzhou is the birthplace of jasmine tea, and its scenting technique has been passed down for centuries.

"Visitors can learn about the history and culture of jasmine tea and experience the process of separating the tea leaves and flowers themselves," Yan said. He noted that overseas visitors are particularly interested in experiencing the process firsthand, which can spark greater interest in Fujian's tea culture. Such hands-on experiences are also becoming an important way to introduce Fuzhou culture to international audiences.

Beyond tea, Fuzhou is also using cultural products and new retail experiences to connect its heritage with consumers at home and abroad.

The city's public consumer brand, "Fuzhou Gift", has established stores in historic districts and transportation hubs, offering a range of local specialties, time-honored brands and products. Some of its core stores have been designated as tax-refund shops, allowing departing international travelers to access tax-refund services and creating a more convenient shopping experience from purchase to departure.

The brand has also developed nearly 40 products featuring "Mo Xiaoli (Little Jasmine)", an original IP inspired by jasmine, Fuzhou's city flower. Its products have entered Chinese supermarkets in Europe, providing another channel for introducing Fuzhou's distinctive products and cultural heritage to overseas consumers.

"Protecting heritage does not mean sealing history away," said Chi Yingyue, deputy general manager of Fuzhou Shangxiahang Protection and Development Co. "It means allowing its cultural traditions to live in the present."