Youth branding

Changzhou, a second-tier city in Jiangsu, is branding itself as a hub for youth music. In 2024, Changzhou hosted over 18,000 performances, drawing nearly 700,000 music fans and generating almost 4 billion yuan ($550 million) in consumer spending. Impressively, 74.3 percent of the total audience number traveled from outside the city, underscoring Changzhou's rising prominence as a cultural destination.

"Changzhou's music festivals stand out with their diverse lineups, which include both well-known artists and local performers. This diversity is a major factor behind our strong box office results," said Zhang Kai, director of the market management department of the Changzhou Municipal Bureau of Culture, Radio, TV and Tourism.

The Taihu Bay Music Festival has emerged as a leading event in the Yangtze River Delta region, contributing significantly to Changzhou's position at the top of music festival ticket sales in China. By the end of 2024, the city accounts for 61 percent of Jiangsu's music festival takings, and 9.8 percent of the national total.

The city's commitment to enhancing the fans' experiences has also played a key role in attracting large audiences.

"We've focused on providing top-notch services for festival-goers, including free shuttle buses, extra parking spaces, and discounted entry to local tourist attractions with festival tickets. This makes it more convenient and affordable for visitors, especially those coming from other cities and provinces," said Zhang Kai.

The city's transportation infrastructure, including high-speed rail and free public travel for visitors, is another crucial element in attracting outside fans.

"Changzhou's easy access by train and coach is a big draw for music lovers who want to enjoy a hassle-free experience," said Zhang Kai.

With nearly 80 percent of festival audiences aged 18-29, the city has tailored its offerings to this demographic.

"We've made sure to diversify the content and create interactive experiences like fashion exhibits and themed activities, which are especially popular with younger audiences," said Zhang Kai.

The city is keen to further enhance its cultural offerings by collaborating with local hotels, restaurants, and scenic attractions.