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CHONGQING, July 21 (Xinhua) -- Neon lights flash along the commercial street of Yangjiaping in southwest China's Chongqing Municipality. The air is filled with the enticing aroma of beer and the spicy scent of hotpot.

During the 2025 Chongqing Nightlife Festival, also known as the city's beer culture festival, large crowds gather in front of the central stage to enjoy live performances. "The nights in Chongqing are more vibrant than the days!" commented one online viewer during the live stream.

This consumer carnival, which runs through September, represents just a glimpse into Chongqing's thriving night economy. Across the city, themed sub-venues showcase unique local specialties, while nighttime events occur in districts and counties.

China's night economy is booming, rapidly expanding across various sectors, including retail, dining and entertainment.

At JD MALL Chongqing, foot traffic is high at night. "We've extended our hours to 10:30 p.m. and launched sales promotions like '10 Days of Air Conditioner Sales Discount' to capitalize on the consumer enthusiasm generated by the nightlife festival," said Sun Jian, the store manager.

"Chongqing has been ranked as China's most influential night economy city for four consecutive years. Nighttime consumption has become a new growth driver for the city's goal of becoming an international consumption hub," said Zhang Yongwu, director of the Chongqing Municipal Commission of Commerce.

In 2024, Chongqing's total retail sales of consumer goods reached 1.57 trillion yuan (about 219.6 billion U.S. dollars), with over 60 percent occurring at night.

In recent years, China has implemented various policies to promote the development of the night economy. The Ministry of Commerce has proposed the establishment of "night economy clusters," and several cities are rolling out specific plans. For example, Beijing has extended operating hours for museums and libraries, while river cruises and evening performances have become great attractions in Guangzhou and Chengdu.

According to data from Alipay in June 2025, 49.3 percent of consumer spending in China occurred between 6 p.m. and midnight, up six percentage points year on year.

As the sun set behind the Yangtze River, a gentle glow illuminated the stone-paved lanes of Chongqing's Longmenhao old street. By 9 p.m., tourists from around the world had secured seats at the riverside bar, smartphones raised to capture the spectacular drone light show.

A formation of 5,000 drones danced in the sky, creating images of Sun Wukong, Nezha, pandas and lollipops. "Each drone show lasts about 20 minutes, but consumer activities extend late into the night," said Lai Chongjing, general manager of Longmenhao Cultural Industry Co., Ltd.

The event has shifted local engagement from quick photos to immersive experiences. Data from Chinese e-commerce platform Meituan shows that searches for "drone show viewpoints" surged 15-fold since the drone dances were launched on April 19, while orders for "photo route" on the old street increased by 320 percent over the past three months.

Wellness services have also emerged as a growing segment of nighttime consumption. In Chongqing's Guanyinqiao area, massage parlors and foot spas remain brightly lit until the early hours.

In a private room resembling a cinema, Zhang Xiaoyu, a tourist from Chengdu, Sichuan Province, enjoyed traditional wontons while watching a film during her foot spa. "After three days of intense travel, nighttime wellness service is essential. It helps me relax and try more local delicacies," she said.

"We aren't just extending hours, but promoting healthy night lifestyles," said Hu Chaorong, chairman of Jinse Impression Health Management Co., Ltd.

Their services now integrate therapeutic massage, music and film, gourmet snacks and traveler lounges to cater to the increasing health-conscious consumer base. With wellness options included, the night economy's value chain is expected to further grow in China, Hu added.