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Soccer passion unleashed

赛事激情酣

By Huang Yixian □ 黄议娴 / 文

On the evening of June 26, as the 2025
Chinese Super League season hit its midway
mark, the stadium at Yuxi Plateau Sports
Center was the stage for a thrilling comeback.
Before a roaring home crowd, Yunnan Yukun
Football Club overturned the odds to secure
a victory against Henan FC Jiuzu Dukang.
Undeterred by pouring rain, more than 20,000
fans filled the stands, transforming them into a
vibrant, undulating sea of orange.
In recent years, Yuxi City has harnessed
sports events to pioneer an integrated model
of culture, tourism, and athletics. By enhanc-
ing diverse consumer experiences from local
cuisine and cultural tourism to nightlife and
event-related merchandise, the city has ef- the Eshan Yi Ethnic Flower Drum Dance, iday destination themed around blue-and- ed that on days when matches are held, busi-
fectively converted event spectators into sus- Jiangchuan’s ICH bronze artistry and Sax- white porcelain culture. As evening sets in and nesses along the street often extend their hours
tained consumer engagement, injecting fresh ian music, Yuanjiang’s blend of ethnic and the street lights glow, this iconic night market until 2 a.m., with daily foot traffic averaging
vitality into the local economy. tropical fruit culture, alongside Huadeng folk brings together nearly every local specialty, around 20,000 visitors.
Hours before kickoff, the area outside the dance, Chengjiang Guansuo Opera, and the making it a favored gathering spot for fans Even on non-match days, Qinghua Street
stadium was already buzzing with energy. Yuxi Bamboo Orchestra, the city offers fans after the match. sustains its appeal through a calendar of re-
Passionate chants from Yunnan Yukun fans and visitors an immersive window into its rich “We’ve introduced a range of match- curring events and distinctive offerings. “Our
filled the air, setting an electric tone for the cultural heritage. day promotions,” explained He Xiaoqiang, on-site theater regularly hosts performances
match to come. “The atmosphere here is in- “Match days have evolved into more than manager of Qinghua Street. “Fans presenting by university student clubs, including drama
credible,” said Zhang Ming, who had traveled just the ninety minutes on the pitch,” ex- a match ticket receive a 30% discount at any troupes and Hanfu associations,” said He.
from Kunming to support his team. “As fans, plained a representative from Yunnan Yukun shop on the street, along with complimentary “The street’s aesthetic also makes it a popular
we stand by our hometown side through every Football Club. “Fans now arrive early to parking. Those wearing team jerseys can also backdrop for student short‑film projects.” The
battle.” Like many supporters, he arrived early enjoy activities and explore different districts, claim special small gifts.” The street further recent establishment of the Qinghua Street
to immerse himself in the build-up and enjoy experiencing the diverse culture of Yuxi. This enhances the visitor experience by offering University Student Practice Base has further
the affordable, flavorful local snacks offered not only enriches the lives of our community but commemorative ceramic cups, as well as stalls infused the area with youthful creativity, deep-
near the venue. also extends the impact of the ‘ticket economy.’” featuring cultural and creative products, retail ening its cultural vibrancy and strengthening
Yuxi has cultivated vibrant commercial Through interactive games and dedicated fan goods, and interactive activities, allowing vis- its commercial draw.
districts around the stadium, weaving in local zones designed as a “second home,” the club ac- itors to bring home a tangible piece of Yuxi’s At the heart of this sports-driven economy
delicacies, agricultural products, intangible tively encourages supporters to immerse them- blue-and-white porcelain culture. lies a deep cultural foundation. By placing cul-
cultural heritage crafts, and interactive ex- selves in the full passion of match day. Building on the nighttime economy, Qing- ture at the forefront, Yuxi is actively reshaping
periences. A signature initiative is the “One Following the final whistle, Yuxi’s dining hua Street regularly hosts diverse themed ac- and redefining contemporary lifestyles. “We
Match, One County, One Theme” program, and nightlife scene springs to life, with many tivities beyond match days—including tradi- are convinced that sports consumption and the
which showcases a different local area at each restaurants reserved well ahead of time. A tional cultural markets, lantern performances, event economy hold considerable potential for
home game. Through ethnic performances prime example is Qinghua Street in Hongta and complimentary food tastings, all designed further development,” emphasized the Yunnan
before, during, and after matches, such as District, Yunnan’s first integrated micro-hol- to encourage visitors to linger longer. He add- Yukun Football Club representative.