Writing Spring Festival couplets, tasting spring rolls, and a variety of one-stop experiences of traditional Chinese New Year amusements, as well as special snacks and handicraft stalls in the ancient town, attract an endless stream of citizens and tourists. During the Spring Festival, the "Kaixinyuan" market, located in the visitor center area of the ancient town at No. 128 Haiquan Street, is undoubtedly the most popular "check-in point" in Xinchang Ancient Town.
As one of the "Kaixinyuan" brand projects jointly created by Pukai Group and Xinchang Town, the "Kaixinyuan" market strives to become a new sales platform for famous and high-quality agricultural and sideline products in the town and a new window for the cultural display of the ancient town. The reporter learned from Pukai Group that in addition to the "Kaixinyuan" market, "Kaixinyuan Yanmiwan Cultural and Creative Park" and "Kaixinyuan Kangyang Homestay" are also in full swing, with the goal of cultivating the rural revitalization demonstration village industry with sustainable development.
"Doorstep" market
Create a "new window" of ancient town culture
Surrounded by auspicious clouds and soaring dragons to welcome the new year, in the parking lot of the ancient town, a group of large-scale installations of "auspicious dragon and spring" are eye-catching, adding a strong New Year atmosphere.
Walking into the "Kaixinyuan" market, you will be greeted by a dazzling array of Xinchang rural characteristic agricultural and sideline products, including Zhuqiao rice, local hairy crabs, and fresh vegetables; On the other hand, the "Country Latte" special drink made of soybean flour and brown sugar has a mellow taste, and the unique peach blossom cake and fragrant farmhouse cake are mouth-watering.
In September last year, the "Kaixinyuan" market was unveiled and opened at the Xinchang Ancient Town Visitor Center, relying on the resources of Pudong Development Group, fully exploring the potential of the Xinchang Ancient Town Visitor Center, creating a multi-functional complex and project investment platform that brings together Xinchang rural characteristic agricultural and sideline products and township innovation cultural tourism products, experiences the intangible cultural heritage characteristics of Xinchang, and reflects the integration of ancient town cultural tourism and township innovation industry.
The "Kaixinyuan" market has an indoor area of 300 square meters, an outdoor space landscape area of 600 square meters, and a supporting area of 450 square meters. In addition to the high-quality and low-cost agricultural products from the Xinchang Town Agricultural Cooperative and the special food brought by local merchants, there are also traditional Chinese medicine culture displays, engraving printing experiences, and ancient town cultural creativity, etc., so that residents and tourists can immerse themselves in the history and culture of the ancient town.
At the same time, relying on the opening of the "Kaixinyuan" market, the renovated tourist reception center has also been upgraded, and the service content has been continuously enriched and expanded, showing the planning and development of tourism construction and rural revitalization of the ancient town in an all-round and multi-angle manner, and is committed to building a "meeting room" for the all-for-one tourism of the ancient town. Carry out folk activities and performances in different festivals, so that the majority of tourists and friends can fully experience the beauty of the Jiangnan water town of Xinchang Ancient Town from the shape, sound, color, taste and touch.
Branding exploration
Conclude more achievements in rural revitalization
Xinnan Village: China's Beautiful Leisure Village, Shanghai Beautiful Rural Demonstration Village; Next stop: Wangqiao Village ......The wall of the tourist reception center shows the new journey of rural revitalization in Xinchang, and the melodious singing of gongs and drums of the national "intangible cultural heritage" project is displayed on the big screen. Walking into the courtyard, the art installations of traditional skills such as rocking the water town and boiling salt farming are full of strong nostalgic taste, and the wall carving pictures of "Ten Views of Bamboo Shoot Mountain" on the wall allow visitors to have a glimpse of the thousand-year-old historical features of the ancient town. A thatched promenade becomes a natural gallery for photographs and paintings.
In June 2019, Xinchang Ancient Town was officially included in the joint list of World Heritage by the State Administration of Cultural Heritage. As the only representative of Shanghai, it has jointly declared the world cultural heritage of ancient water towns in the south of the Yangtze River with more than 10 ancient towns in Jiangsu and Zhejiang.
It is precisely from this that "Kaixinyuan" is named after it, which means that Pukai and Xinchang have become connected, and symbolizes the new fate that Pukai has concluded with Xinchang Town in the journey of rural revitalization in the process of protection and development of Xinchang Ancient Town.
The participation of state-owned enterprises in the district in the construction and development of rural revitalization is one of the important explorations of Pudong. According to the Action Plan for the Participation of Enterprises in Rural Revitalization Construction and Development in Pudong New Area and the work deployment and requirements of the Rural Revitalization Promotion Conference in Pudong New Area, Pukai Group and Xinchang Town have paired up to help promote the construction of rural revitalization demonstration villages. As a subsidiary of Pukai Group, Xinchang Ancient Town Investment and Development Co., Ltd. undertakes the specific task of rural revitalization.
In order to further cultivate the endogenous development momentum of the countryside and enhance the hematopoietic capacity, Pukai Group promotes the brand and construction project of "Kaixinyuan", through the overall planning of the group's resource advantages, combined with the characteristics of Xinchang cultural tourism, plans the industrial development of demonstration villages with the idea of management, links the resources of all parties with market thinking, and creates a series of town-enterprise pairing projects of "Kaixinyuan" brand to help rural revitalization.
It is reported that in addition to the "Kaixinyuan Market" project, the "Kaixinyuan Health Care Homestay" project is located in Wangqiao Village to create a new rural format; The project of "Kaixinyuan Yanmiwan Cultural and Creative Park" is located on the east side of the Zhuqiao Village Committee to lease a factory building to build a cultural and creative park, help attract investment and introduce cultural and creative enterprises to settle in, and at the same time increase the economic income of the village collective.
In the next step, Pukai Group will actively give full play to its resource advantages, connect the tourism characteristics of the ancient town, plan with the idea of operation, help the development of the project, link the resources of all parties with market thinking, and rely on the "Kaixinyuan" brand to obtain more spillover effects in the field of rural revitalization. 
Text: Must be double.
Editor: Ni Na.
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