Chongqing - During China’s May Day holiday, Chongqing is rolling out new consumption formats alongside major promotions. Among the most talked-about is “aa,” a new commercial concept that opened on April 18 atop the Sino-Swiss Industrial Park in Liangjiang New Area, quickly drawing attention from both consumers and industry watchers.

The “aa” retail and lifestyle space at the Sino-Swiss Industrial Park in Chongqing’s Liangjiang New Area. (Photo/Zheng Ran) 

Perched atop an office building, the project is positioned by its operator as a “natural healing commercial space,” offering an alternative to traditional street retail and malls. Open layouts, indoor gardens, and gently curved walkways create a more relaxed, immersive setting that sets it apart from conventional commercial centers.

A layout map of the “aa” commercial space at the Sino-Swiss Industrial Park in Chongqing’s Liangjiang New Area. (Photo/Zheng Ran)

Since its opening, the site has drawn visitors from across Chongqing, as well as industry professionals from cities including Shanghai, Beijing, Chengdu, and Hangzhou. A local lifestyle blogger described the experience as one where "you can feel the vibe" upon entering.

Young visitors gather inside the “aa” commercial space in Chongqing’s Liangjiang New Area. (Photo/Wang Chao)

A Xiaohongshu blogger also described the newly opened art block as "relaxing and stylish," combining design, art, dining, and photo-friendly spaces. "Unlike traditional industrial parks, the Sino-Swiss Industrial Park has moved beyond the standard office model," the blogger said. "It has both the professionalism of an industrial park and the atmosphere of an art district, making it a hidden gem in Chongqing that combines design, style, and practicality."

The project includes around 30 brands across categories such as dining, tea and coffee, fashion retail, home design, and lifestyle products. Operators have emphasized selective brand curation rather than large-scale tenant expansion. The brand mix includes local independent businesses as well as companies from other regions.

The multi-level interior spaces of the “aa” commercial project in Chongqing’s Liangjiang New Area. (Photo/Xiaohongshu)

Local brands include plant and floral design studio Chez Rémi, dessert brand FOR LONG, tea brand CHASEE, and lifestyle brand Rigpa. External brands include home and lifestyle retailer 101PLUS and spa brand angga, which originated from Dali, as well as Shanghai-based bakery Bake No Title.

Led by architect Qi Fan and his team at vari architects, the project builds on extensive experience in urban renewal and commercial design across China. 

Qi, trained in landscape architecture at the University of Pennsylvania and a former University of Hong Kong faculty member, has also led projects such as Anaago Bistro on Chongqing’s Ziwei Road—an urban renewal experiment following Cancun Bistro that reimagines one of the old neighborhood’s remaining storefronts as a vibrant community hub.

The “aa” project illustrates how a non-traditional commercial space can attract targeted consumers through curated brands and distinctive design. It reflects a broader shift in China’s emerging first-tier cities, where independent and niche brands are increasingly choosing Chongqing over Beijing, Shanghai, or Shenzhen as a testing ground.

Shopping evolves with immersive spaces and holiday campaigns

Official data show that in Q1 2026, Chongqing’s total retail sales of consumer goods reached 427.8 billion yuan (about 62.56 billion U.S. dollars), up 1.8% year-on-year. 

Major commercial hubs such as Nanbin Road, Jiefangbei, and Guanyinqiao are rolling out immersive installations and pop-up exhibitions to attract visitors, alongside ongoing holiday consumption campaigns.

A cruise ship is docked along Binjiang Road on the Yangtze River in Yuzhong District, Chongqing. (Photo/Zheng Ran)

From April 25 to May 5, Chongqing is hosting an 11-day consumption promotion period featuring more than 700 events and offering total incentives exceeding 1 billion yuan.

Consumers can participate in invoice-based lottery programs across multiple sectors, with prizes including cash rewards and goods. Trade-in subsidy programs for electronics and home appliances are also continuing, while car buyers using certain platforms may receive additional subsidies of up to 1,000 yuan.

The 2026 China (Chongqing) International Consumer Festival, running from April 28 to May 31, is showcasing new products and retail experiences, with over 150 product launches and more than 300 promotional events across major commercial districts.

Guanyinqiao Pedestrian Street features AI-powered interactive experiences, while other malls are focusing on family-friendly and social consumption scenarios.

Areas such as 18 Steps in Yuzhong District and Ziwei Road in Liangjiang New Area have upgraded services for international visitors, introducing bilingual support and improved payment options, including acceptance of international bank cards.

Foreign tourists shop at a POP MART store inside Raffles City Chongqing. (Photo/Zheng Ran)

At a broader level, these new consumption scenarios are reshaping Chongqing’s international profile. The city has ranked among China’s top 10 tourist satisfaction destinations for five consecutive years and led national rankings in night-time economy influence for four. 

Officials said that a mix of diverse retail formats, cultural experiences, and large-scale consumption campaigns will further strengthen Chongqing’s role as an international consumption center city.

An iconic view of Chongqing’s urban landscape. (Photo/Zheng Ran)