For a thousand years Linqiong has carried a long and enduring cultural heritage. On Oct. 14, heads and reporters of overseas Chinese-language media organizations taking part in the “Journey Through China · 2026 Overseas Chinese-Language Media Trip to Sichuan” walked into Wenmai Fang in Qionglai, strolling through the ancient-style alleys and lanes to experience for themselves the historical heritage that the ancient city of Linqiong has carried for more than a thousand years, along with the lively bustle of everyday life that greets visitors at every turn.
The Wenmai Fang alley revitalization project is one of the first urban renewal pilot projects in Chengdu and the first urban renewal project in Qionglai. Drawing on the profound historical background of the ancient city of Linqiong and following a strategy of “international style for large stores, Linqiong flavor for small shops” in building up its business mix, the project has been rated first among Chengdu’s “Most Beautiful Blocks” and has been successfully established as a provincial-level tourism and leisure block.
The project is organized around seven themed areas — the historical and cultural area, the mansion hotel area, the boutique homestay area, the Wenmai Lane historical and cultural area, the regional folk-custom area, the specialty store area and the theme leisure area — and takes into account the diverse needs of different groups, from Qionglai residents to visitors from elsewhere, creating a block space with multiple functions where lively and quiet areas sit well together.
In building cultural experiences, Wenmai Fang has created a series of immersive cultural scenes and performances such as “The Han Scroll of Linqiong” and “The Linqiong Night Banquet,” and runs all-ages-friendly activities throughout the year, including Qiong wine experiences, trendy night markets and the Wenmai music workshop, so that residents and visitors can touch the historical texture of the ancient city of Linqiong as they stroll and take part.
At the same time, Wenmai Fang has worked to foster diverse consumption scenes such as the night-time economy and the first-store economy, and has become a provincial-level tourism and leisure block that integrates sightseeing and leisure, shopping and entertainment, local cultural experiences and specialty dining, offering visitors a rich experience that combines urban cultural tours with commercial and entertainment outings.
