Chongqing — "Best wishes for a lifetime of happiness!" At the Jiefangbei CBD Marriage Registration Center in Yuzhong District on Wednesday, newlyweds received their marriage certificates to cheers and congratulations from staff.

Newlyweds happily take photos after receiving their marriage certificates at the Jiefangbei CBD Marriage Registration Center in Yuzhong District, August 19, 2026. (Photo/Long Fan)

The center, China's first marriage registry located in a central business district, was bustling by 9 a.m. Newlyweds lined up at a red-carpet ceremony area to take photos - many in wedding gowns or holding bouquets.

"The photo spots here are so Instagram-worthy. It totally changed my impression of what a marriage registry looks like," said Huang Junbo, a post-2000s groom. He and his bride had long disliked the stern formality of traditional civil affairs offices and wanted a more personalized experience.

The couple had been planning to register at Jiefangbei since the center opened last year. "We've been together for three years, and today happens to be Qixi - everything fell into place," Huang added. After receiving their certificates, they rushed to snap photos at every themed corner.

Newlyweds can barely contain their joy after receiving their marriage certificates at the Jiefangbei CBD Marriage Registration Center in Yuzhong District, August 19, 2026. (Photo/Long Fan)

Inside, vintage 1990s "wedding essentials" - a bicycle, a wristwatch, and a sewing machine - evoke the romance of their parents' generation, while heart-shaped stickers and photo walls amplify the joy of the moment.

Couples who donated 7.7 yuan (about $1.14) after receiving their marriage certificates could receive a commemorative gift. The donations go to a program that funds birthday parties for underprivileged children in Yuzhong District. The event was one of many collective weddings and outdoor certificate-presentation ceremonies held across Chongqing to mark Qixi, or Chinese Valentine's Day.

From Halls to Parks, Attractions and High-Rises

Chongqing is expanding its network of distinctive marriage registration venues beyond traditional government halls - placing them in scenic parks, tourist attractions, and landmark buildings.

At the Jingangbei Hot Spring Village outdoor certification site in Beibei District, red silk ribbons fluttered from century-old banyan trees, carrying couples' wishes for the future. Last Saturday, the Beibei District Bureau of Civil Affairs held a collective ceremony there, where nine couples received their marriage documents with the ancient village as their witness.

"No lavish fanfare, but making vows by the green hills and clear waters. That itself is full of meaning," said bride Wang Xiaoyu.

As attitudes toward marriage evolve, more young people are looking beyond extravagant wedding banquets and seeking experiences they will genuinely remember.

Newlyweds happily take photos after receiving their marriage certificates at the Jiefangbei CBD Marriage Registration Center in Yuzhong District, August 19, 2026. (Photo/Long Fan)

"From the old days of just getting a stamp to today's emphasis on ritual, getting the license now carries more emotional value. These specialized venues are exactly what young couples want. They value experiences over conventions," said a spokesperson for the Chongqing Municipal Bureau of Civil Affairs.

At the Liangjiang New Area Marriage Registry, located beside a riverside park, couples with certificates in hand can be seen every workday. Traditional service counters are complemented by outdoor photo spots, a giant Ferris wheel and massive "LOVE" signage set against the blue sky and water.

The trend also appeals to older couples. At the Ciqikou Ancient Town registration point in Shapingba, housed in a wooden building with traditional mortise-and-tenon architecture, staff said they often receive elderly couples renewing their certificates. Many never had a wedding in their youth, and the rustic Ba-yu residential style brings back fond memories.

To date, Chongqing has established more than ten such specialized marriage service venues. Blending the city's mountainous charm, urban flair and modern romance, they are turning marriage registration into a more immersive and ceremonial experience.

"Marriage+" Economy: Turning Romance into Revenue

"After we get our certificate, we plan to explore around Chongqing, kind of an early honeymoon," said bride Li Qiao from neighboring Sichuan province, who, along with her husband Xu Fangxue, had already mapped out a travel itinerary. The couple, high school sweethearts, chose Jiefangbei for its futuristic vibe.

Newlyweds happily take photos after receiving their marriage certificates at the Beibin Road Registration Center of the Liangjiang New Area Marriage Registry, August 19, 2026. (Photo/Long Fan)

An official at Yuzhong District Bureau of Civil Affairs noted that many young people now prefer to combine registration with travel. "Jiefangbei is an iconic destination in Chongqing. By setting up our service here, we're integrating marriage registration with commerce and tourism, exploring creative 'marriage+' models," the official said.

This year, Yuzhong released Chongqing's first "Romance Map," linking 18 romantic spots, including the Jiefangbei center, WFC Huixianlou Observation Deck, Rooftop 131, and the Sino-British Liaison Office historic site, into a "Heart-Shaped Route" for newlyweds to continue their journey after registration.

According to the Chongqing Municipal Bureau of Civil Affairs, Chongqing is weaving a marriage-consumption network spanning from urban centers to remote mountain resorts, using specialized registration points to connect various cultural and tourism experiences and boost the "sweet economy."

Along this expanding chain, different parts of Chongqing are developing marriage-related services around their local strengths. Core urban areas focus on "marriage + urban consumption," with venues such as Jiefangbei CBD, the WFC Huixianlou outdoor ceremony point and Ciqikou linking registration with shopping, sightseeing and other city experiences.

Northeast Chongqing emphasizes "marriage + eco-vacation," combining registration with summer retreats and forest wellness, while southeast Chongqing is developing "marriage + rural destination travel." The Xiushan Rose Garden outdoor certification point, for example, has grown into a tourism destination integrating wedding photography, local cuisine and farming culture.

As the network expands, these specialized marriage venues are turning foot traffic into spending on accommodation, dining, photography, creative souvenirs and other local services, transforming a simple administrative procedure into a new driver of regional consumption.