- 2025-05-06
The lingering glow of the 21st Huabiao Film Awards still echoed through the brick alleys of Qingdao's historic old town as the late April breeze swept past the lighthouse at Zhanqiao Pier.
Known as the "Switzerland of the East," Shinan District has long served as a natural film set for more than 40 productions—including A Little Red Flower and The Justice of the People—thanks to its distinctive mountain-sea-bay-city landscape.
But as May sunlight gilds the sycamore leaves of Badaguan, Shinan is no longer just a picturesque filming backdrop. It has quietly transformed into a thriving cultural and tourism destination.
Behind this rise in popularity lies the deliberate crafting of a compelling city identity—one that fuses Shinan's natural coastal DNA with emerging consumer experiences, creating a harmonious blend of tradition and modernity.
Revitalized Cultural Spaces: Historic Streets Become Hubs of Engagement
Qingdao's sea breeze in May carries both the tang of salt and the scent of spring blossoms through the tree-lined, red-roofed alleys of the old city—where a quiet "Renaissance" of urban renewal is taking place.
Winding along weathered bluestone paths, Zhongshan Road—established in 1901—was once the vibrant heart of old Qingdao, fondly remembered as a place where locals strolled in Qianxiangyi silks and Sheng Xi Fu hats. Over time, however, it faded into quiet decline.
In 2023, Shinan District launched its "Old Town Revival Plan," guided by the principles of authentic restoration and adaptive reuse. Historic neighborhoods such as Pichaiyuan and Sanjiangli underwent careful texture restoration and business revitalization. Today, neon signs light up the red-brick courtyards of Shangjieli, blending past and present like a folded Rubik's Cube of time.
Walking through these streets now, visitors encounter faded brick walls adorned with German-style carvings. The ticking of the century-old Hendeli clock mingles with the rustling pages at the Liyuan Book House. Run fingers along the timeworn surfaces and the echoes of merchants and peddlers from a century ago seem almost tangible.
Over the May Day holiday, the area became a vibrant crossroads of history and modernity. At No. 117 Zhongshan Road, the immersive exhibition Call the Name of Light—a Classic Ultraman Theme Exhibition—drew crowds with interactive installations. Children squealed with joy as they stepped into recreated battle scenes and took part in games to become "Warriors of Light." "I watched Ultraman as a kid—now I'm here with my son. It's like reliving my childhood," said Mr. Zhang, a visitor from Jinan, snapping photos on his phone.
Just around the corner lies Sanjiangli, where historic courtyard homes collide with contemporary trends in unexpected harmony. From hand-carved wooden crafts at Zhuomu Workshop to retro film cameras at the "Lost and Found" photo studio, the blend of old Qingdao charm and youthful, Instagram-worthy aesthetics is irresistible. "It's got the soul of old Qingdao but all the cool, trendy touches young people love—I can't stop taking photos for my socials!" said Xiao Lin, a university student picking out souvenirs.
Meanwhile, over at the sunken plaza of Taixingli, a pet-themed "Four-Legged Pet Market" was in full swing. "You can shop for creative goods while your pet socializes—both kids and fur babies are having a blast!" said Ms. Wang, owner of a golden retriever named Potato.
At the Qingdao Site Museum of the Former German Governor's Residence, the popular interactive experience Golden Walls, Red Roofs: A Century in Photos drew a steady stream of participants. Visitors navigated the site with a photo checklist, matching century-old images to real-world locations for side-by-side snapshots. "This was such a meaningful experience," said Mr. Zhang. "It gave me a deeper appreciation of Qingdao's history and cultural richness."
This fusion of cultural immersion and consumer engagement is redefining the role of historic architecture—turning preserved spaces into tangible, marketable memories.
Coastal DNA Reimagined: A Romantic Dialogue Between Sky and Shore
Shinan District's mountain-sea identity comes alive as the humid May breeze stirs the sycamore trees of Badaguan. This natural harmony was transformed into immersive tourism experiences during the May Day holiday, inviting every visitor to become part of Qingdao's poetic coastal narrative.
At Haitian Yunshang Art Center, 369 meters above sea level, the Cloud Voyage Experience offered guests an ethereal skywalk. From the 81st-floor observation deck, the entire panorama of old and new Qingdao unfolds—red-tiled roofs to the west, modern skyscrapers to the east. "Absolutely breathtaking! It's like a time warp—one side is the historic city, the other is the future," exclaimed Ms. Li, a visitor from Beijing.
If the skywalk offers a lofty perspective, the shoreline provides a more intimate encounter.
At the Qingdao International Sailing Center, the popular Orange Ocean Blues cruise offered a golden-hour view of the sea where amber hues melted into deep blues as the sun dipped below the horizon. "Like sailing through a living oil painting," one tourist remarked.
At night, the 40-minute Tide Harmony Concert – Fushan Bay Night Tour delivered a multisensory experience. Music and lights danced with the melody of Qingdao, Qingdao, while a 4K light show illuminated the skyline like ink brushed across a canvas. Live singers performed onboard as waves lapped the boat's edge. "It's stunning—absolutely dreamlike," said one guest.
The newly launched Sailboat Night Tour at the Qingdao International Sailing Center during the May Day holiday offered visitors a unique way to experience the Fushan Bay light show from the sea. The route passed iconic landmarks such as May Fourth Square and Lovers' Wharf, where waves and lights danced in sync—quickly making it a highlight of Qingdao's booming nighttime economy.
At Xiaomaidao Park, families gathered around the Tide Exploration Lab, where children used AR technology to observe oceanic patterns while parents lounged on the grass, serenaded by the sound of waves. Over at the Viennese Garden in Badaguan, the "Creative Market" brought together nearly 100 local artisans whose ocean-inspired creations—like indigo-dyed fabrics and shell sculptures—celebrated Qingdao's coastal spirit.
Evolving Urban Identity: From Check-In Destinations to Emotional Connection
Fully aware that viral fame is fleeting, Shinan District has embraced a strategy that prioritizes cultural depth and emotional resonance—turning tourist spots into meaningful experiences.
At No. 18 Taipingjiao, the Li Yuan in Bloom exhibition showcased reinterpretations of Qingdao through the eyes of five renowned artists. An interactive station allowed visitors to generate personalized "Qingdao Memory Postcards" by scanning QR codes—merging tradition and technology.
Meanwhile, the Original IP Parade event introduced a lineup of charming cultural mascots that serve as emotional entry points for Gen Z tourists at the Qingdao International Conference Center. As visitors high-fived mascot characters like "Aofanfan" and "Yun Xiaotian," these locally inspired avatars quietly planted the seeds of Qingdao's identity in young hearts. "The design totally speaks to me," said Xiao Wu, a Gen Z visitor from Hangzhou, hugging her Aofanfan plush toy. "This is exactly how I imagine Qingdao—stylish and full of ocean vibes."
Music festivals and art events added further depth to Shinan's cultural atmosphere. Highlights included the inaugural Mountain-Sea Illustration and Hand Account Festival at MixC Mall and the By the Water: Female Artists Invitational Exhibition at the Qingdao Sculpture Art Museum.
"The artistic vibe here is incredible," said Xiao Zhang, a tourist from Xinjiang. "After the women's art exhibit, I felt genuinely inspired. Qingdao is so vibrant and imaginative."
As the May evening breeze once again brushes past the Zhanqiao Pier lighthouse, Shinan District's cultural tourism integration proves a powerful point: the essence of a lasting city brand lies not in chasing viral landmarks, but in helping each visitor discover a personal emotional anchor. From cinematic backdrop to cultural destination, from traffic hub to vessel of meaning, this coastal district is crafting a new chapter in the story of heritage and innovation.