Chongqing - Once the domain of older residents, Chongqing's traditional rural fairs are drawing young locals and tourists seeking fresh produce, local flavor, and a slice of real city life.
A resident takes a child to market day in Jiulongpo District, Chongqing. (Photo/Zhong Zhibing)
By 7 a.m., the market-day section of Zengjia Farmers' Market in the Chongqing Hi-tech Industrial Development Zone is already buzzing. Vendors sell vegetables and meat, cobblers mend shoes and locksmiths cut keys amid a din of haggling and calls to customers. The smell of fried pork drifts through the air as young shoppers film on their phones. Some come for free-range eggs and water celery, while others just want to soak up the atmosphere.
"Ganchang," or going-to-market day, used to be part of everyday life for older residents. Now it is becoming a new hangout for young people. Chongqing's traditional markets still open on fixed days of the month, such as dates ending in 1, 4, and 7, and stalls still sell farm produce, handicrafts, and herbal remedies. What has changed is the crowd. Young people make special trips, and visitors from other parts of China put market days on their travel lists.
A centuries-old tradition
According to a 2025 market-day map published by the Chongqing Municipal Bureau of Planning and Natural Resources, markets in the mountainous region grew on flat land, in valleys and where rivers meet, places where people could gather most easily. Villagers brought chickens, ducks, fish and daily goods to trade. They also came to meet friends, chat and catch up on news, making the market both a trading post and a social hub.
More than 1,300 market sites are still active across Chongqing. On market days, stalls overflow with fresh produce, freshly baked snacks, mountain foods and bamboo crafts, alongside old teahouses, street barbers and local street food.
Shoppers browse clothes at a market in Zhongliang Town, Shapingba District, Chongqing. (Photo/Sun Kaifang)
Zengjia market dates back to the early Qing Dynasty. In 2005, Wen Qing, general manager of the company that runs the market, said scattered street vendors were brought together under one roof. Today, its 4,000-square-meter market-day section opens on dates ending in 1, 4 and 7, drawing about 8,000 visitors on a typical market day and up to 12,000 during holidays.
"Market days are a bit like old-school limited-time sales," Wen said. Because traders could only meet every few days, competition kept goods fresh and prices low.
The range of goods has grown, too. Besides fresh food, shoppers find clothes, hardware, spices and ready-made snacks, as well as haircuts, cupping and herbal medicine. "If you tell the spice vendor you're making braised beef, they'll mix the spices for you," Wen said. "You don't get that kind of personal touch at a supermarket."
"More fun than the mall"
Mu Zirui, 24, lives near the market and prefers it to supermarkets. "My dad and I both love market day. When you buy from farmers, the money goes straight to them. It feels like we're supporting each other," she said.
Li Ya, 22, comes for things that are hard to find in malls: getting keys cut, buying buttons, or picking out goldfish and potted flowers. "Here, you can find everything," she said.
Residents shop for fruit on market day at the Chengbei Farmers' Market in Qianjiang District, Chongqing. (Photo/Yang Min)
Wang Yiyi, from northeast China, said market days offer a window into Chongqing. She first visited in winter, when the streets were lined with cured pork, sausages, and pressed duck. She later noticed how the markets change with the seasons: cured meat in winter, wild greens in spring, fruit in summer and an even wider variety in autumn.
"It's not that young people can't afford the mall. Market day is just more fun," said He Mu, an associate professor at Chongqing University of Technology. He said young consumers are shifting from status symbols to practical, rational spending and real-life experiences. "Shopping is no longer about showing off. It's about everyday life."
Supermarkets offer comfort and efficiency, He said, but markets offer human connection: chatting with vendors, bargaining, and stumbling across something unexpected. On social media, young people now share market-day guides, track market schedules and take on challenges like seeing how much they can buy with 100 yuan, turning a local routine into a shared city experience.
From the countryside to city tourism
Chongqing is now promoting market days as part of its tourism appeal. Beibei District has published a market-day map to help locals and visitors plan trips, while Liangjiang New Area has released a spring guide listing market locations, transport, and opening days.
Markets are also modernizing. Zengjia's operator has improved food safety, cleanliness and parking while keeping its traditional sections, and it hosts seasonal food events and DIY activities to attract young visitors. In Liangjiang, an unused supermarket has been turned into a market that keeps the traditional bargaining atmosphere in a more comfortable space.
A hungry shopper enjoys a steaming bowl of mutton offal soup on market day in Jiulongpo District, Chongqing. (Photo/Zhong Zhibing)
He cautioned against over-commercializing them, however. "Tourist sites are often polished, but a food market is part of a city's fabric," He said. "A bit rustic and a bit old-fashioned is exactly what people want."
Zengjia market alone serves about 100,000 nearby residents and sells around 100 tons of fresh produce a day. For tourists, market days offer a side of Chongqing beyond its famous landmarks. For young locals, they reconnect the city with its rural roots. For vendors and farmers, they remain a vital livelihood.