The past is prologue

Commerce vs emotion

But nostalgia comes at a price. At the photo studio, for example, a single peel-apart instant photo costs 499 yuan.

Since this type of film is no longer in production, the remaining stock is often expired, leading to potential color shifts or chemical leaks during development. Customers are asked to "accept all possible imperfections".

Running the studio isn't cheap either. Film that once cost just a few dozen yuan per piece now sells for around 300 yuan, and vintage cameras frequently require expensive repairs, Liang explained.

Some question whether such purchases are "short-lived emotional consumption" unlikely to endure. Liang, however, sees lasting value in the experience. "There's something special about the ritual of peeling off the film," she said. "Each shot feels precious because the film is no longer produced. Unlike digital photos that need to be imported and edited, this gives you instant satisfaction."

Liu, who has operated his store for eight years, understands the lasting appeal of retro culture. He believes that blending the old with the new helps keep the past alive.

His store once sold a modified version of the classic toy "balance ball", redesigned to incorporate the Beijing Central Axis, which was added to the World Heritage List in 2024. The toy's grooves mapped out landmarks such as the Forbidden City and the Bird's Nest.

Located in the 798 Art District, Liu also collaborated with local artists to create original designs inspired by the area. These designs were then turned into magnets and printed on enamel cups.

"Old items can either be displayed like museum pieces or creatively reimagined to connect with the present, making them useful and appealing once more," he said. "When that happens, they often become bestsellers all over again."