The first Chongqing store of the tea brand Cha of Yulian is booming with business. (Photo/Qiu Xiaoya)

Chongqing - Recently, Domino's Pizza opened its first store in Chongqing. "Since the opening, there has been a queue almost every day, and popular items often sell out. As there are too many orders, sometimes even suspending online ordering," said one of the store's staff.

On the evening of December 26, at 6 p.m., a queue stretched over 200 meters outside the Domino's store, and nine rows of pickup shelves were filled to capacity.

This bustling scene is just a glimpse of Chongqing's vibrant year-end consumer market.

To capitalize on the year-end shopping boom, many commercial districts and enterprises in Chongqing have introduced a variety of new products and opened new and first-time stores. Shopping malls are also getting creative, setting up snow scenes and hosting light festivals to draw in more customers.

First-time restaurants opening in Chongqing

Along with Domino's Pizza, the first Chongqing store of the tea brand Cha of Yulian recently opened, and its business is booming.

"Caramel croissant egg tarts and black sesame ice cream are their signature items. I tried them in Shanghai before, and now the brand has finally opened a store in Chongqing," said customer Yang Jing.

Earlier this month, Chongqing's Metropolitan Oriental Plaza signed on to host the first Chinese location of the Spanish Michelin-starred restaurant Aleia and the first Hong Kong Michelin-starred restaurant Nagamoto in Southwest China. The first Hong Kong Michelin-starred Fu Ho Restaurant and the first Beijing Michelin-starred restaurant, Family Li Imperial Cuisine, have also entered trial operations in Southwest China.

"Since the trial openings of the Hong Kong Michelin one-star Fu Ho Restaurant and the Beijing Michelin two-star restaurant Family Li Imperial Cuisine, they have been highly praised and well-received by consumers," said Cai Zhiqiang, General Manager of Metropolitan Oriental Plaza, adding that the Aleia and Nagamoto are expected to open in 2025.

According to data from the Chongqing Municipal Commission of Commerce, Chongqing has held more than 300 first-launch events to date, involving over 2,000 internationally and domestically recognized brands.

"By the third quarter of 2024, Chongqing has introduced 261 first stores, providing citizens with new consumption ideas and experiences, further enriching the consumer landscape and energizing consumption," said Chongqing Municipal Commission of Commerce representative.

The Ring shopping mall's artificial snow attracts many residents to visit and take photos. (Photo/Li Yuheng and Liu Li)

Creating new consumer experiences to attract crowds

At the end of this year, many commercial complexes in Chongqing have also created artificial snow scenes to attract shoppers.

"I've already seen two 'snowfalls' in the city’s downtown this year. Now, the shopping districts really know how to have fun," said a resident surnamed Li. The first "snowfall" was at the Ring shopping mall, where many people gathered to watch and take photos. She added that the crowd was so large that even restaurants in the mall, which usually don't require reservations, had people waiting for tables.

The owner of Tiger & Rose, a western food restaurant at the Ring shopping mall, said that while the mall was creating a snow scene, the restaurant was also innovating its dining experience, turning it into a photo-worthy spot. The mall and the restaurant had a mutually positive effect, with traffic significantly higher on days when the mall "snowed."

In addition to creating "winter snow," many commercial districts are also focusing on traditional cultural elements to craft new experiences.

The New Year's light festival recently debuted at the Changjiahui commercial district. Heart-shaped camellia trees set against the snow scene created a romantic atmosphere, while a serpentine art installation attracted many people eager to take photos.

Leisure and entertainment stores expanding beyond single service

As consumer demand for urban leisure and entertainment grows, a new wave of leisure businesses has emerged. For example, it has become popular among young people to visit a bathing center for a buffet or go to a foot massage and spa for karaoke sessions.

According to data from Meituan, a popular on-demand service platform, the search volume for bathing centers in Chongqing has increased by 46 percent since December compared to the previous year. Popular search terms include 24-hour bathing centers, bathing centers with scrubbing services, and those offering buffets. Young people aged 25-35 account for over half of the foot traffic in these bathing centers.

"Nowadays, 'bathing + buffet' has almost become the new standard for bathing centers," said the owner of a bathing center in Yubei District, surnamed Chen. This year, his bathing center introduced 24-hour food service, focusing on local Chongqing dishes like mini hotpot and skewered food. This has led to a 20 percent increase in customer flow compared to last year, surpassing expectations.

In addition to new leisure experiences in the city, Chongqing residents can also enjoy new snow-related activities this winter.

Jinfo Mountain ski resort has expanded its offerings beyond snow tubing and snowmobiles this year. It has added more immersive snow experiences like snow strawberry bear towing, snow unicorn towing, little yellow duck towing, snow turtle towing, and six-person snow tubing. The resort has also fully upgraded its ice waterfall, which glitters in the sunlight and offers a perfect photo opportunity for visitors.

Furthermore, Chongqing's districts and counties have launched over 120 cultural and tourism promotional activities this year, including issuing coupons, offering discounts, and providing free experiences.

(Qiu Xiaoya, a reporter from Chongqing Daily, contributed the Chinese version of this report.)