Rural Chinese town finds revival in cultural tourism

Ancient residences in Shendang town, Haiyan county, Jiaxing, east China's Zhejiang province, Dec. 4, 2025. [Photo by Chen Xinyan/China.org.cn]

Shendang town in Haiyan county, Jiaxing, east China's Zhejiang province, is advancing rural revitalization by developing immersive tourism experiences rooted in its connection to renowned author Yu Hua, intangible cultural heritage and popular landmarks. 

Benhu Old Street in Shendang town, known as the hometown of Yu Hua, offers visitors a wealth of cultural and historical resources. As they explore the area, visitors can see water alleys, ancient lanes, old residences, stone bridges, pavilions and historic streets.

The real-life Victory Restaurant from Chinese novelist Yu Hua's "Chronicle of a Blood Merchant" in Shendang town, Haiyan county, Jiaxing, east China's Zhejiang province, Dec. 4, 2025. [Photo by Chen Xinyan/China.org.cn]

Recently, Benhu Old Street launched a Yu Hua literary map and a travel route called "Follow Yu Hua in Shendang." Visitors can dine at the real-life Victory Restaurant featured in Yu's novel "Chronicle of a Blood Merchant," where the popular combo of stir-fried pig liver and yellow rice wine has received rave reviews.

Shendang Brewery, a time-honored brand with a 138-year history, has transformed its historical site into a modern landmark. Founded in 1887 as Taixing Brewery, the company has woven its cultural heritage into a modern business model for traditional industries.

A wall with "Jiang Yuan" (meaning "sauce garden") written on it at Shendang Brewery, Shendang town, Haiyan county, Jiaxing, east China's Zhejiang province, Dec. 4, 2025. [Photo by Chen Xinyan/China.org.cn]

"We have over 1,000 large tanks and around 350,000 smaller jars, dating from over a hundred years ago to the last couple of decades," said Pang Weihua, deputy general manager of Shendang Brewery and a representative inheritor of intangible cultural heritage in Jiaxing. "We're fermenting with artifacts and brewing with time."

In addition to producing soy sauce and yellow rice wine, Shendang Brewery has established a museum that offers visitors immersive tours of its historical facilities.

Visitors tour the museum at Shendang Brewery, Shendang town, Haiyan county, Jiaxing, east China's Zhejiang province, Dec. 4, 2025. [Photo by Chen Xinyan/China.org.cn]

While preserving its traditions, the brewery also launched innovative cultural products, including white soy sauce ice cream, cookies, chocolate and popcorn, all of which have been well-received by customers. More than 150,000 white soy sauce ice creams have been sold in its first year on the market.

"Our philosophy is quite simple: to provide for the local people," Pang said. 

A bookstore at Shendang Granary Cultural Industry Park, Shendang town, Haiyan county, Jiaxing, east China's Zhejiang province, Dec. 4, 2025. [Photo by Chen Xinyan/China.org.cn]

Shendang Granary Cultural Industry Park is another prime example. Covering an area of 50 mu (3.3 hectares), it was transformed from an old granary built in 1955 into an integrated public cultural space featuring bookstores and coffee shops.

Since officially opening in May 2024, the park has recorded over 1.2 million visits. The holiday season is peak time, with families from surrounding cities and provinces driving here for entertainment and relaxation.

Staff make coffee at a cafe at Shendang Granary Cultural Industry Park, Shendang town, Haiyan county, Jiaxing, east China's Zhejiang province, Dec. 4, 2025. [Photo by Chen Xinyan/China.org.cn]

"There are many old towns nearby, like Wuzhen and Xitang, that have their own unique vibe and are quite well-known. But Shendang town maintains its own cultural roots," said Chen Bi, a member of the Party committee in Shendang town. "It's all about digging into our culture and keeping our original charm alive."