Fotang Ancient Town attracts many visitors. [Photo/Jinhua Media Group]

Yiwu in Jinhua, Zhejiang province, has evolved from a global small commodity hub to a cultural tourism pioneer, showcasing a unique development path integrating tourism with commerce.

Twenty years ago, Yiwu mainly only attracted short-stay business visitors. In December 2005, Yiwu International Trade Market became China's first 4A-rated shopping tourism attraction. The China Yiwu Cultural Products Trade Fair, which launched in 2006, marked the beginning of the city's cultural tourism development.

In 2024, Yiwu launched its unique brand, Discover Yiwu, marking the start of a new era. It also developed a "30-minute shopping, dining, and touring circle" and opened "Discover Yiwu" transport connecting key attractions.

Yiwu International Trade Market has transformed into a global shopping destination, where visitors dragging around suitcases as they shop has become the norm.

Yiwu is also enriching the visitor experience. Fotang Ancient Town blends historical charm with modern trends, featuring traditional operas and street art, while Binwang business district combines international cuisine with a distinct local flair, hosting over 200 markets annually.

The 2026 Spring Festival Gala's Yiwu venue significantly boosted the "Discover Yiwu" brand's popularity. It has inspired over 100 co-branded products and more than 200 international-themed events throughout the year.

From world's supermarket to global tourism destination, Yiwu has carved out an inspiring path for cultural tourism integration. It has been listed among the top 100 counties for tourism strength in China for six consecutive years.