A flourishing culture underpins a thriving city, and a strong cultural foundation props up city development. On September 17, 2025, Longfu Temple, a cultural landmark embodying historical and cultural continuity for six centuries in Beijing, launched its inaugural opening season. A series of themed events and promotional initiatives kicked off on September 19, highlighting the role of this project as a flagship initiative for historic district preservation and urban renewal in Beijing' old city. This endeavor exemplifies the innovative integration of traditional culture and modern civilization, delivering dual benefits in cultural experience and commercial revitalization. Through innovative practice of "modern encoding of historical gene" for historic district revitalization, this Project injects new momentum to Beijing's drive to emerge as a national cultural center and an international hub for consumption, distinctly brimming with local charm and flaming vitality of the times.
Spanning over three months and extending through New Year’s Day of Year 2026, Opening Season will offer a carefully-designed medley of thematic activities and experiential offerings. By combining diverse cultural and artistic events and public welfare initiatives, Longfu Temple will unveil such a new dynamic cultural consumption space that harmonizes historical depth with contemporary vitality. This initiative enables the 600-year-old heritage site to actively engage in modern urban life, redefining its role in today’s society.
Building a Bridge between the Past and the Present and Creating New Cultural Consumption Scenarios
Keeping on Architectural Integrity and Setting a New Example for Heritage Features Preservation
Located on the eastern side of Beijing’s central axis, Longfu Temple has stood for nearly six centuries. From its origins as an imperial temple during the Ming and Qing Dynasties, its prominence as the “crown of all market places” during the Republic of China (1912-1949) and later its transformation into Dongsi People’s Market after the founding of the People’s Republic of China, Longfu Temple presents as a time-honored living chronicle of urban evolution, etched with the marks of history memory and entrusted with the mission of cultural continuity.
As a collaborative effort between Beijing State-owned Assets Management Co., Ltd (hereinafter referred to as the "BSAM") and Dongcheng District Government, Longfu Temple Heritage Features Preservation and Urban Renewal is undertaken by Beijing Xinlongfu Culture Investment Co., Ltd, which has assembled an expert team dedicated to preserving heritage features of the ancient capital city and advancing historical and cultural inheritance. Committed to refined, context-sensitive redevelopment, this Project embraces modern functionality without compromising historical authenticity. Renowned architects including Cui Kai, Li Xinggang, Zhu Xiaodi, and Wu Chen, and they contribute to the master planning, follow the guiding principle of “preserving historical axis and sustaining architectural memory”. The vision is to create a model zone where traditional culture and modern civilization coexist in mutual enhancement.
Throughout the specific process of implementation, the design team applies a rigorous, historically informed methodology and conducts tiered preservation and adaptive reuse for architectural features of multiple historical periods. Traces from temple layouts of the Ming and Qing Dynasties remain discernible. Spatial characteristics from temple fairs of the Republic of China (1912-1949) are intertwined into the street network. Commercial elements from Dongsi People’s Market and Longfu Building after the founding of the People’s Republic of China have been thoughtfully revitalized. These efforts enable architectural features of multiple historical periods to coexist in harmony, forming such a layered urban complex that bridges time and facilitating a dialogue between the past and the present—an embodiment of meticulous craftsmanship and profound historic reverence in Beijing’s historic district renewal.
Employing modern design language, the design team optimizes and sets spatial rhythm based on the original urban fabric. In this way, the existing architectural clusters integrate seamlessly with the modern cityscape. Functional zones—including Longfu Cultural Center, North Lane, South Courtyard and East Neighborhood—are interconnected through coherent spatial design, demonstrating a unified and symbiotic architectural ensemble. This renewal paradigm, i.e., “integration of the new and old elements”, not only safeguards authentic historical rudiments, but also expands the multielement dimensions of visitor experience. This not only mirrors the historic district revitalization philosophy of “reinterpreting historical culture in modern context”, but also cultivates spatial atmosphere, characterized by orderly heritage transmission, profound humanistic resonance, and vibrant contemporaneity.
In shaping public spaces, this Project casts light on the concept of “City Parlor”. Open-air plazas and artistic and useful rest areas are introduced to foster civic engagement, offering high-quality environments for gathering, interaction and relaxation. Emphasizing incremental renewal and gradual reconstruction, the strategy prioritizes the preservation for scale and texture of the historic district, while enhancing regional vitality through functional innovation and diversified business formats on the whole. Comprehensive improvements—including infrastructure upgrade, traffic line optimization and improved public service facilities—significantly elevate environmental quality and user experience, infusing renewed energy into this ancient neighborhood.
Cultural Heritage Inheritance as a New Catalyst for Artistic Revitalization
Diverse Experience Jointly Enriching Beijing’s Cultural Narrative
The enduring saying, “The Confucius Temple of Nanjing is a hub in the south, and Longfu Temple of Beijing is a hub in the north”, underscores prominent role of Longfu Temple in Beijing’s cultural landscape. Since initial construction in the third year of Jingtai Reign of the Ming Dynasty (AD 1452), Longfu Temple has remained an integral part of historical and cultural identity in Beijing. Building upon this legacy, Longfu Temple continuously explores the deep convergence of art and public life, aspiring to become an open, inclusive, and dynamic cultural powerhouse in the heart of the capital city.
Since Phase One of Longfu Temple Project in 2019, over 500 cultural exhibitions and offline events have been held here, collaborating with numerous renowned brands and intellectual properties (IPs). Longfu Temple has emerged as a key driver of cultural vitality and consumption upgrade in Beijing. Leveraging the current Opening Season as a catalyst, Longfu Temple further expands its cultural programming by launching three thematic exhibitions and illustrating dynamic interplay between tradition and modernity. "Exhibition on the Activation of Beijing's Time-honored Catering Culture" brings together craft demonstration, digital interactivity and life scenario, serving as a cultural communication platform across time and space. Through a combination of historical review, technological interaction and immersive experience, "Centennial Exhibition of Chinese Animation" makes the national aesthetics of Chinese Animation School resonate profoundly with Longfu Temple, a unique blend of ancient and modern quality. Meanwhile, "Exhibition on Caisson Ceiling and the Twenty-Eight Lunar Mansions in Longfu Temple" utilizes precise restoration technique and multimedia presentation to illuminate the astronomical knowledge embedded in traditional architectures, enabling the common people to appreciate the profundity and breadth of the Chinese civilization. These exhibitions combine high artistic merit with innovative formats, bringing traditional culture into daily life in more engaging and accessible ways, thereby fulfilling dual roles in cultural dissemination and public aesthetic education.
Longfu Temple also develops into a diverse artistic ecosystem. An international youth art district has been established in outdoor areas, featuring contemporary photography, illustration, installation and sculpture artworks by emerging artists. These avant-garde creations engage in a harmonious dialogue with historic buildings and time-honored brands, creating a compelling juxtaposition of the past and the present. Throughout the Opening Season, interactive events, such as skateboarding competitions, live music performances, magic shows and themed parades, successively dissolve the boundaries between art and everyday life, embedding culture into urban fabric and fostering an environment where “art is everywhere and everyone can participate in”.
From September 25 to the National Day Holiday, a series of events, including the National Time-honored Brands Specialty Fair, Dongcheng District Time-honored Brands Carnival, and Youth Retro Market, will be held consecutively. These events can not only diversify the people's cultural life, but also offer a platform for young artists to showcase their talents and pave the way for the clustering and growth of cultural and creative industries. Notably, Longfu Temple places strong emphasis on community engagement. Through neighborhood art festivals, intangible cultural heritage workshops and other localized activities, it integrates traditional culture into contemporary community life. Under the principle of “benefiting the people through culture and serving society through art”, Longfu Temple injects fresh vitality into Beijing’s pursuit of becoming a national cultural center.
Through these multifaceted cultural initiatives, Longfu Temple is increasingly recognized as a leading cultural and artistic landmark in Beijing, attracting growing numbers of residents and visitors. Its sustained efforts in refining cultural offerings, innovating expressive forms and enhancing participatory experiences not only strengthen the regional cultural soft power, but also establishes a replicable and exemplary model for the revitalization and innovation of China's historic districts in the modern era.
First Store Economy Heralding New Upgrade in Consumption
Integrated and Innovative Development of Culture, Business, Tourism and Sports
As an important part of the "Forbidden City - Wangfujing - Longfu Temple" Cultural Golden Triangle, Longfu Temple follows development path of "enabling commerce with culture and nurturing culture with commerce" in commercial function planning, and fosters a characteristic commercial ecosystem, characterized by "first store leadership, diverse business types and multifold experiences". During the Opening Season, a batch of brands and new spaces with market influence and consumer appeal are showcased, covering multiple fields, such as cultural performances, technological experiences, innovations of time-honored brands, lifestyles, outdoor sports, trendy entertainment and characteristic dining, radiating comprehensive charm of Longfu Temple as a new cultural consumption landmark of Beijing in all aspects.
In the field of cultural performances, the entry of well-known performance IPs, such as Mahua Fun Age, bring immersive theatrical experiences to citizens and expand the supply of regional cultural consumption. In terms of technology experience formats, all-space VR cinema and Zhongding XR Art Space, among others, has unlocked innovative "technology + entertainment" experience scenarios through virtual reality, augmented reality and other technologies, attracting young consumers to experience and interact. The lineup of innovative time-honored brands is particularly eye-catching. Treasure Hunt Store of Daoxiangcun’s “store zero” outlet revives the old flavors by combining traditional craft with modern aesthetics, launching a variety of innovative pastry products. Tong Ren Tang Zhima Health Store combines traditional Chinese medicine culture with modern health concepts and launches a series of health preservation products and services. Time-honored brands, such as Meitancun, Ziguangyuan, Yaoji Chaogan and Fengnian Sausage, also rejuvenate their traditional flavors through product innovation and scenario upgrade, demonstrating the innovative development vitality of these time-honored brands in the new era.
First store economy holds the spotlight during the Opening Season. A number of first store brands choose and settle here, further highlighting the business district visibility and attractiveness of Longfu Temple. As an outdoor sports brand, the first Chinese store of 7mesh offers professional outfits and experience services to outdoor sports enthusiasts. The first store of Outopia in Beijing specializes in outdoor casual wear, catering to the diverse outdoor living needs of urban residents. Other brands, such as "CAVARA", satisfy consumers with full-fledged outdoor sports solutions.
Lifestyle brands, such as the fragrance brand "Melt Season", the independent bookstore "Zuo Shu", "Yeswood", and the "Leigh's Jewellery", echo with the consumption trend of top-quality life and meet consumers' pursuit of lifestyles. Trendy brands, such as "TopToy", "Seed Station" retro toys, and "LI · PI" vinyl records, capture the consumption preferences of the young people and inject youthful vitality into the business district. The distinctive dining brands, such as "MORROW Sky Garden" Mexican Restaurant, "The Balcony Fine Wine & Kitchen" Italian Restaurant, the first store of Fu Hai Hui Seafood Market in Beijing, and Hongxing Qianjin Bread and Milk Company, present leisure consumption scenarios for both shopping and dining, enhancing the customers' stay experience. In addition, during the Opening Season, distinctive stores, such as MINISO Flagship Store, Haglofs X Gore-tex Rematch Store (outdoor brand), Wenjinge Art Center, and the first store of Zhongnan Yashe, will also make debut one after another, further enhancing commercial energy and consumer appeal of Longfu Temple. The aggregation of these high-quality brands not only elevates commercial quality of Longfu Temple, but also gives play to the leading role of first store economy, drives brand upgrade and consumption capacity improvement of the entire business district, and injects new impetus into the innovative development of Beijing's commercial sector.
Longfu Temple actively explores integrated development of culture, business, tourism and sports, grows into a composite space carrier with such multiple functions as cultural experience, commercial consumption, tourism, sightseeing, sports and leisure, and fully meets the diversified consumption demands of the people. This Project makes full use of the outdoor square space dedicated to fairs, cultural performances, art exhibitions and other activities from time to time, attracting people of all ages to participate in. Thanks to a series of measures, a development pattern shapes up, featuring multi-functional integration and multi-industry synergy and offering referable innovative practices for Beijing to emerge as an international consumption center city.
Unleashing New Consumption Potentials through Measures Benefiting People
Stimulating Market Vitality with Diversified Business Formats
During the Opening Season, multiple measures are taken to benefit the people and promote consumption in various aspects, such as registration gift, group purchase discount, point redemption and member privilege. Through multi-dimensional and multi-level preferential measures, these benefits are truly given to the people, effectively stimulating the vitality of market consumption. These measures evidently embody development concept of Longfu Temple, i.e., "forging tourism with culture and highlighting culture through tourism". Relying on culture to enable commercial innovation and leveraging diverse business formats to invigorate consumer market, Longfu Temple provides the people with high-quality consumption experiences.
With focus on the diverse coverage and precise reach of the consumption experience, group purchase vouchers of multiple business formats are issued, such as catering, retail, and cultural experiences in echo with different consumption demands. For instance, there are multiple discount options, such as 38-yuan coupons for desserts, coffee, tea and other beverages priced at 60 yuan, 62-yuan coupons for catering products priced at 100 yuan and 186-yuan coupons for retail products priced at 300 yuan, maximizing the concessions for consumers. In terms of member services, exclusive benefits, such as points redemption, double point and free parking, are provided, aimed to enhance the convenience and sense of gain in consumption process. Meanwhile, Longfu Temple especially focuses on the integration of cultural connotations in consumption promotions. Through both artistic and cultural experience lucky bags and promotional activities, people enjoy shopping discounts, while deeply understanding the profound cultural legacy of Longfu Temple. In addition, Longfu Temple also collaborates with multiple banks to offer consumers more diverse payment facilitations and preferential options, further improving the consumption service chain.
Merchants from all business types actively join promotional activities, unleashing market consumption potentials together and forming a powerful synergy to drive commercial development. Time-honored brands showcase the modern charm of traditional business through innovative product experiences. First store economy and trendy business formats attract young consumers through distinctive promotions. Cultural performances and technology experience formats enhance consumers' sense of cultural gain through immersive consumption scenarios. Diversified business formats work in concert, enable each other and shape up multi-layered and three-dimensional new consumption pattern. This promotion mode, featuring multi-party collaboration and business format coordination, not only proves operational sophistication of Longfu Temple as an urban commercial complex, but also radiates innovative vitality and development resilience of Beijing consumer market.
Longfu Temple not only effectively stimulates market vitality through innovative consumption scenarios and preferential measures, but also takes a new look of innovative development in Beijing consumer market. These practices are useful explorations for Beijing to emerge as an international consumption center city. Through continuous optimization of business climate, improvement of consumption services and expansion of cultural supplies, Longfu Temple is becoming an important support for Beijing to develop into an international consumption center city, injecting new impetus into the high-quality development of the capital city.
Conclusion:
From a temple of the Ming and Qing Dynasties to the marketplace of the Republic of China Era, from Dongsi People's Market to cultural landmark, 600-year chronicle of Longfu Temple is precisely a microcosm of the development trajectory of Beijing. Nowadays, with its forward-looking integrated model of culture, business, tourism and sports, Longfu Temple has established a novel consumption scenario where tradition engages in dialogue with modernity and cultural values coexist harmoniously with commercial vitality. This exemplifies the innovative vigor and contemporary appeal of the capital city as a national cultural center. This successful approach proves that under the principle of balancing heritage preservation with sustainable development and integrating traditional elements with innovative practices, revitalization and value regeneration of historical and cultural heritages can come true in contemporary life.
