Fan pilgrimages to see stars live supercharging cities' economies

Fan playground

Beijing's concert scene is heating up this July as major artists take the stage, drawing fans and energizing businesses across the city. Besides Mayday, performers including Eason Chan, JJ Lin, Richie Jen, Chen Li, and Mao Buyi are attracting large audiences and boosting local commerce.

At Raffles City Beijing in Dongzhimen, a staircase featuring JJ Lin's song lyrics has become a popular spot for fans to gather and take photos. The venue has also added photo booths, capsule toy machines, and a coffee cart to enhance fan engagement.

At restaurant chain Xiao Diao Li Tang's branch near the Bird's Nest, a life-size cutout of JJ Lin is placed at the entrance. Staff members wear purple T-shirts matching the color favored by the singer's fans, and sport themed face stickers.

Store manager Zhao Chunwei said his team researched fan groups before the concert season. "Every fan group has its own name and culture, so we make sure to understand them before big events," Zhao said.

Since JJ Lin began his shows at the Bird's Nest, the shop has experienced a 22 percent increase in weekend sales compared with typical weekends. Zhao noted that many customers are JJ Lin fans, some arriving directly from airports or train stations with luggage in tow.

Eason Chan's concert series has also prompted a variety of fan activities at The Box, a lifestyle complex in Beijing's Chaowai UIC district. The complex features a 5-meter-tall inflatable figure of Eason Chan and displays official concert posters on large and small screens throughout the plaza.

Fans can collect free banners and hand-drawn postcards of Beijing landmarks, while a bakery inside The Box B Hall offers themed blind boxes.

"Concerts have become social currency for today's younger generation," said Zhai Zhihao, project manager for the Chaowai UIC district. "We're working with organizers to make the area a hub for fan communities."

Designed for consumers aged 15 to 29, The Box B combines art, culture, leisure, fitness, and social spaces. Zhai said the district plans to launch a series of events over the next month, including celebrity pop-up shops, virtual reality experiences, fan meet-and-greets, and interactive installations to create a "Summer Fans' Land".