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Young people “spend for love”

年轻人“为爱买单”

By Li Ling □ 李玲 / 文

Today, young people are spending not is “Mili Youle,” an integrated community
just on tangible goods but also on time, ex- space within Kunming’s Mile Temple Park,
periences, and social connections. Emotion- which has transformed a traditional park
al consumption drives them to “spend for into a multifunctional venue that blends so-
love.” cial spaces, lively commercial blocks, and
In Kunming, a “Guliguli” anime goods community interaction.
shop has become a popular destination “Mili Youle” manager Tong Jia shared:
for youth seeking merchandise from their “Every July and August, we organize an
favorite intellectual properties (IPs) Here, Urban Park Art Festival. This year’s edition
Goods—a term adapted from English— drew close to 50,000 visitors in total. For
refers to items such as badges, standees, the art exhibition, we invited young artists
and cards inspired by anime, comics, and to create installations, enriching the park’s
video games. Since opening its doors more visual landscape. Our ‘Fermentation Fair’
than a year ago, the shop has evolved into a highlights Yunnan’s local specialties, bring-
lively gathering place for enthusiasts. The ing together products like coffee, tea, and
owner, Doudou, explains that products are artisanal bread from vendors in Lincang,
organized into three main categories: gam- Dali, Pu’er, and beyond. We also host com-
ing merchandise, comic-based items, and munity activities such as drama workshops,
novel-related goods, featuring nearly 400 soul-chill-out zones, and hands-on intangi-
different IPs. “While our customers span a ble cultural heritage experiences, allowing
broad age range,” Doudou said, “the core of people with shared interests to connect or-
our consumer base remains primarily stu- ganically. In addition, public spaces feature
dents.” performances and interactive events, from
Doudou observed, “Nowadays, people stand-up comedy and live bands to choir
no longer shop merely for practicality as shows, all with the aim of creating a park
they once did. The trend has shifted toward that truly welcomes all ages.”
emotional consumption—what you might Tong Jia hopes that people with different
call ‘spending for love.’ Growing public needs can find experiences that resonate
awareness of copyright has also encouraged with them at Mile Temple Park, fostering
IP owners to release more officially licensed natural community cohesion and sustained
merchandise, which further enriches what interaction.
the market has to offer.” As consumption increasingly values the
To enhance the customer experience, pursuit of knowledge, aesthetic engagement,
she also periodically organizes “One-Day and spiritual fulfillment, bookstores have
Shop Manager” events. “For instance, evolved beyond mere venues for displaying
when an IP character celebrates a birthday and selling books. Luo Jie, head of book
or new merchandise is launched, we invite selection at Kunming’s C&F Bookstore,
cosplayers to interact with customers in the explains that C&F operates under a “books
store, bringing the character to life,” she first” philosophy, where the design and use
explained. Looking ahead, Doudou plans to of space are closely aligned with the logic authors but also between readers and the and tearful, expressing her deep struggle
set up flea markets near the shop, providing of book curation. Through thoughtfully city itself. This approach has cultivated with the meaning and power of words. En-
a space where enthusiasts can exchange or arranged displays and a variety of curated signature initiatives such as the Walking & couraged and inspired, she returned to the
sell their collections. Through these efforts, events, reading is elevated from text on a Reading Kunming public lecture series and bookstore this year as a published author
she hopes her anime goods shop can expand page into a rich, multisensory journey. the “Local Presence · Breathing Yunnan” with her own work, I Am a Girl Who Grew
its reach and serve an even wider communi- Luo noted, “With a focus on Yunnan’s book recommendation program. Up in an Ethnic Village. “Moving forward,
ty of fans. local culture, we have developed a series Many memorable moments have C&F Bookstore will deepen its identity as
Amid a flourishing service economy, of interactive events rich in local character. emerged from these activities. Luo recalled a lifelong learning space by establishing
the creation of community “third spaces” By inviting regional writers and scholars a young Yi woman named Zha Shiyire, co-learning groups focused on creative
is becoming ever more essential to enhanc- to lead discussions, we foster meaningful who attended an event at C&F Bookstore in work and promoting more interactive and
ing urban quality of life. A prime example exchanges, not only between readers and 2022. During the Q&A, she grew emotional innovative cultural practices.”