Beijing Daily (Journalists: Li Yao, Sun Jie) In recent days, Longfu Temple Block, an area with a long history of nearly 600 years, has been bustling with crowds of people. Themed with "Non-stop Longfu Trend Market", the Spring Festival Fair has continuously drawn widespread public and tourist engagement through its authentic Beijing-style cultural expression and contemporary curatorial approach. According to Dongcheng District Government, Longfu Temple Fair, originally scheduled to end on March 15, will be retained on a regular basis because of enthusiastic response from citizens and tourists, with plans to refresh the thematic framework seasonally, while preserving its core identity rooted in local heritage and urban vitality.
Longfu Temple Fair currently has a total of 58 specialized booths and collaborates with over 100 vendors across the surrounding commercial district. It features 30 time-honored brands and 50 diversified brands. Sales performance among heritage vendors has been particularly outstanding, constituting a defining feature of Longfu Temple Fair. For instance, freshly baked bread sales volume of Yili Bakery has surged from several dozen sets per day to more than 3,000 sets every day. Similarly, pastry of Daoxiangcun Pastry Shop, stewed liver of Yaoji Fried Liver Shop, a fermented drink made from ground beans and fried doughnut of Yinsan Bean Juice Shop and bread of Hongxing Qianjin Bakery have emerged as high-demand offerings.
The time-honored Yili Bakery, dubbed the “No. 1 shopping rush” of Longfu Temple Fair, consistently draws long lines for its artisanal breads. According to Zhang Liguo, head baker at Yili Bakery, daily revenue has exceeded RMB 50,000 in recent days, while over 3,000 sets of fruit bread and vitamin-enriched loaves have been sold each day.
It is reported that even compact stalls demonstrate remarkable commercial traction: A small fish ball stall, operated by Beijing Fuzhou Hotel achieves an average daily turnover of RMB 30,000, surpassing many standalone retail outlets. At Fengnian Sausage Shop, queues form continuously at the entrance. Beside it, Yaoji Fried Liver Shop also frequently sells out.
Apart from cuisines, intangible cultural heritage practitioners and legacy brands also reimagine their presence through innovation and novelty. Sheng Xi Fu unveils the unique hat wear, allowing citizens to enjoy immersive experience of hat culture. Silian Hairdressing Shop presents proprietary grooming products. Pearl accessories, sourced from Hongqiao Market, enabling one-stop shopping for traditional and contemporary lifestyle goods.
Liu Peng, General Manager of Beijing Xinlongfu Culture Investment Co., Ltd, emphasizes that sustained public enthusiasm remains the primary impetus behind the regular Longfu Temple Fair. As temperatures rise, the fair will introduce a spring-themed renewal, further enriching its programming with iconic Beijing culinary institutions, such as Longfu Temple Snacks and Baikui Halal Cuisine, both deeply embedded in local collective memory and eagerly awaited by residents and visitors alike.
Notably, on March 2, Longfu Temple Block has been officially designated “Beijing Commercial Pedestrian Street” by municipal authorities. This is a milestone underscoring its evolving role as a new cultural consumption landmark in Beijing. Going forward, Longfu Temple Project will continue integrating historical authenticity with modern innovation and provide citizens and tourists with a higher-quality cultural and leisure space.
