Nighttime cultural block boosts consumption in Huaihua, Hunan

As night descended on a recent summer day, the Yushuwan block in Huaihua, Central China's Hunan province, came alive with crowds of visitors exploring its bustling streets.

Located on the banks of the Wushui River, the 11.2-hectare block features a traditional architectural style of wooden stilt houses with upturned eaves. Since its opening last year, it has become a new landmark for cultural tourism and a vibrant hub of urban activity, housing over 100 shops.

At its center stands the Xuefeng Drum Tower, a 28-meter-high structure built entirely using traditional mortise-and-tenon joints, without any nails or rivets. With a diameter of 39.6 meters at its widest, it is said to be the largest drum tower of the Dong ethnic style in the world by floor area. Illuminated at night, it has become a popular backdrop for photos.

Designed around the themes of urban memory and local ethnic heritage, the Yushuwan block incorporates elements from the local Dong, Miao, Yao, and Tujia cultures. It combines dining, cultural products, and immersive performances to showcase Huaihua's history and local lifestyle.

According to organizers, more than 50 performances take place in the block every day, including folk song and dance, street music, and interactive shows. At the Youth Square, a summer water-splashing event attracts crowds alongside barbecue stalls and live music.

Huang Jie, general manager of Huaihua Mango Tourism, the block's operator, attributed Yushuwan's success to its focus on local culture rather than following trends. "We don't follow formulas," he said. "By tapping into local culture and heritage, we build something that truly fits the market."

On Aug 15 alone, the block received 22,000 visitors, Huang said. During the Spring Festival holiday, it welcomed 457,800 visitors.