How Wet Markets Became Trendy Destinations for China’s Youth

Traditional wet markets have become popular attractions, captivating China’s younger generation. This trend has gained momentum in recent years, especially following the pandemic.

Numerous improvements have been made to wet markets, shedding their previous image of being unsanitary, disorganized, and impoverished. The markets now stand as prominent urban spaces reflecting local traditions and culture.

For example, in 2021, Prada introduced the ‘Feels Like Prada’ campaign, transforming its Shanghai cultural hub, Rong Zhai, and a nearby market with iconic patterns from the brand’s fall/winter collection.

Even the most basic food items within the market were adorned with distinctive Prada packaging.

In addition to collaborations with luxury brands, wet markets have become something of a destination, with many travelers starting their city adventures by visiting a local wet market. 

Shopping at these markets has become a form of ‘emotional healing’ for urban youth seeking to rejuvenate their physical and mental well-being.

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