The “Jinli Urban Lounge” cultural gift shop on Taiyuan’s Zhonglou Street has become a must-visit destination for tourists exploring Shanxi province. At the heart of the store lies its star attraction – the “Travel Shanxi with Wukong” themed merchandise collection, featuring everything from magnetic refrigerator stickers to miniature Yingxian Wooden Pagoda sculptures and shadow puppetry art. The creative products, inspired by the popular Black Myth: Wukong game, have transformed the shop into a cultural phenomenon.
“‘Jinli’ literally means ‘Shanxi gifts’ – we curate distinctive cultural products that showcase our province’s heritage,” explained Kong Xiangquan, assistant store manager. “Beyond souvenirs, we’ve developed specialty coal-themed and Shanxi-style coffees, creating a comprehensive cultural experience that leaves visitors with lasting memories.”
Riding the Wukong Wave: Interactive Merchandise Goes Viral
Capitalizing on the game’s massive popularity, the shop has launched over 500 new products recreating characters and scenes from the digital world. Standout items include the Angry Golden Dragon fridge magnet (based on sculptures from Yuhuang Temple), the Destiny Seeker 3D magnet, and the Thousand Buddha Niche magnet inspired by Yungang Grottoes. The store’s companion stamp-collection activity has further boosted engagement, rewarding participants with special gifts.
During National Day holidays in 2024, daily visitor numbers exceeded 7,000 – surpassing the shop’s maximum capacity. Kong recalled October 2nd’s frenzied scene: “International tourists from Africa and Southeast Asia packed shoulder-to-shoulder, with our staff communicating through gestures when language failed. Our AR-enabled NFC fridge magnets sold out within minutes of restocking.”
Technology Meets Tradition: The Future of Shanxi Cultural Tourism
The shop’s innovative products bridge ancient heritage with modern technology. The Angry Golden Dragon magnet, for instance, uses augmented reality to display 3D animations and stores personalized travel memories when synced with a smartphone. To enhance customer experience, staff receive specialized training on Shanxi’s architectural and sculptural heritage.
This cultural retail phenomenon has delivered staggering results – 60% sales growth in 2024, doubling last year’s increase. As store manager Zhang Tao prepares for upcoming holiday seasons, he emphasizes deeper integration of intangible cultural heritage: “We’re developing new lines featuring Jiexiu colored glaze, Xiaoyi shadow puppetry, and Guangling paper-cutting – making traditional crafts relevant to modern lifestyles while sharing Shanxi’s stories with the world.”
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