Teahouses turn nostalgia temples

"We are not just selling tea, we are offering our guests a rural lifestyle," said Yi Dan, the founder of the teahouse. "The 'first love' in the name aims to evoke nostalgia for one's initial, fond memories of the countryside," he said.

Just a few weeks after its opening, the teahouse experienced its first major peak in customer flow during the National Day holiday in October, far exceeding Yi's expectations. It saw an average of more than 800 tables queuing daily, a figure that represents thousands of customers waiting for a seat.

"Initially, we planned to invite our friends and relatives to be the first guests, hoping they would help spread the word about the teahouse," said Wang Wanlei, deputy head of Kaihui township.

"However, the teahouse quickly gained popularity on social media platforms, and we had to implement provisional measures to manage the unexpectedly large influx of cars and guests during the holiday."

The teahouse's appeal cuts across generations, Wang said. Seniors can find childhood memories, youngsters can seek novelty and photo opportunities in themed rooms, and children can play in the sandpits and swings in the yard, or enjoy themselves in the surrounding farmland and ponds.

The immersive cultural experience offered by the teahouse has also attracted international guests. In late November, the teahouse welcomed nearly a hundred students from more than 30 countries studying at Hunan Agricultural University. They enjoyed tea and snacks, experienced baduanjin (a traditional Chinese fitness exercise), watched Huagu Opera performances, and learned to play local hand drums while singing Hunan folk songs.

This model of a nostalgic, shareable experience has fueled the teahouse's popularity, and taps into a cultural and economic shift.