Chongqing - As “emotional consumption” becomes a defining trend among young Chinese, cities across the country are looking for ways to turn atmosphere, feelings, and immersive experiences into economic momentum. The market for such consumption—from blind boxes and fidget toys to camping and hotpot gatherings—is expected to exceed 2 trillion yuan (281 billion USD) in 2025.
Chongqing’s recent nationwide popularity is often described as a form of emotional consumption as well. From the Liziba monorail passing through a residential building to the glittering skyline of Hongyadong and the roaring heat of its hotpot restaurants, Chongqing seems naturally engineered to stir emotions. As one commentary once put it: “If emotional value is the goal, Chongqing itself is a city born with emotions.”
But where, exactly, does Chongqing’s emotional value come from?
City view of southwest China's Chongqing Municipality. (Photo/Wang Quanchao, Xinhua)
Modernity as Chongqing’s Emotional Engine
Many cities draw their unique charm from long-standing cultural traditions. Compared with the deep historical reservoirs of Shaanxi, Shanxi, or Henan, however, Chongqing’s ancient culture is not its greatest advantage.
Chongqing’s distinctiveness lies instead in its modern evolution.
Since opening as a treaty port in 1891, Chongqing has grown at remarkable speed: becoming the wartime capital during the Chinese People's War of Resistance Against Japanese Aggression, absorbing factories and universities relocated from eastern China, developing vast underground industrial bases, and accelerating even further after becoming a municipality directly under the central government in 1997. Chongqing is not a city defined by ancient relics—it is a metropolis forged by industry, commerce, and relentless transformation.
Even its signature “8D spectacles” are modern creations. Without elevators, cable cars, multilayered overpasses, and a highly engineered rail system, the rugged mountain terrain would mean difficulty and inconvenience—not “magical realism.” It is modern engineering that turned cliffs and slopes into an iconic urban experience.
The emotional impact of Chongqing does not arise from tranquility, but from momentum.
The thrill of a train bursting through a building, the sense of conquest when climbing stairways, and the dizzying moment of spiraling over a multilevel junction all come from the city’s dramatic verticality and rapid scene changes. In most cities, transportation is merely transportation. In Chongqing, it becomes an experience in itself.
This dynamic spatial rhythm naturally sparks curiosity, wonder, and memorable impressions. In essence, the city’s emotional value grows organically out of its modern urban structure.
Chongqing’s industrial and commercial history has also shaped its collective character, including the adventurous spirit of its treaty-port era, the determination and sacrifice of wartime relocation, and the openness and innovation of the municipality era.
This is a city that generates energy under pressure and finds opportunity in motion—a temperament that deeply resonates with today’s young people. They seek not passive comfort but active empowerment. Chongqing’s “hard-core modernity” meets precisely that demand.
Turning Emotional Value into Future Growth
Recognizing the true source of Chongqing’s appeal clarifies how the city can transform it into long-term development momentum.
First, deepen the experience economy. Move beyond photo spots and create immersive, story-driven environments. Examples include combining industrial heritage with AR and VR to show the city’s evolution.
Second, activate modern cultural IP. Chongqing’s strongest stories lie in its modern chapters—port-era ventures, wartime relocations, and industrial breakthroughs. These narratives can be reimagined as games, interactive story experiences, and digital collectibles to create emotional engagement and cultural circulation.
Third, build a distinct urban identity. Chongqing’s “energy under extreme conditions” naturally attracts innovators and entrepreneurs. By adopting “hard-core modernity” as its brand core and improving its innovation ecosystem, the city can strengthen its magnetic pull for talent and investment.
In doing so, several risks must be managed. Industrial history should not be reduced to superficial nostalgia; the city must not be flattened into a handful of viral sites; policies and regulations must guide healthy industry development.
In the trillion-yuan era of emotional consumption, Chongqing does not need to invent new concepts. It only needs to tap deeper into its modern DNA. When young people come here, they don’t just find fun—they find energy: a spirit of possibility, dynamism, and courage to break through.
That is the emotional value Chongqing can continue to provide—and the one that truly sets it apart.