Old Beijing, reimagined

Since its inception in 2011, Beijing Gifts has brought together more than 140 high-quality partner enterprises as of October, and developed a diverse range of more than 930 distinctive products across categories such as intangible cultural heritage and time-honored brands, beauty and fashion, technological innovations, revolution-themed items, commemorative derivatives, and specialty foods, according to Qiu.

Last year, Beijing Gifts reported total sales exceeding 400 million yuan ($56.72 million) across all product categories.

To date, many existing Beijing Gifts stores have tapped into the rising public need for emotional resonance by presenting gifts carrying both rich cultural connotations and immersive interactive experiences.

At the Beijing Fun store, stamps featuring classic Beijing motifs based on the 24 solar terms have become a major hit with visitors. According to store management, customers are frequently seen queuing up to print these stamps onto items they have bought, creating an interactive souvenir and a lasting memory.

On the Yangmeizhu Xiejie lane in the hutong labyrinth, a small Beijing Gifts shop named Beijing Time takes one back in time. Behind the shop lies a small courtyard, around which five large glass panels of varying heights are arranged, creating a distinctive vista. Looking from below to photograph them gives the illusion of a "kaleidoscopic skylight".

In late autumn, two maple trees turn from green to gold, their leaves drifting down in the wind, creating a picture-perfect, romantic scene that has become a new social media hot spot.

"To attract customers, cultural products alone aren't enough. A distinctive setting is also crucial," says Wang Tianyu, the Beijing Gifts store's manager.

Considering young people's love for photogenic spots and check-ins, they intentionally chose Yangmeizhu Xiejie that has long been popular for city walks.

"Many people come initially for the photo spot, but then get drawn to our cultural products," Wang says.

Walking into the store, a striking grid wall catches one's eye with its display of hundreds of enamel mugs.

Some are adorned with illustrations of old-fashioned items like tin kettles and gas stoves, while others feature classic Beijing phrases like "Have you eaten?" and "No need for that".

"Enamel mugs carry the memories of many people. We hope to help everyone rediscover that fading, old Beijing flavor," Wang says.