Vientiane: Models strode gracefully to rhythmic music, displaying the latest streetwear collections before an intrigued audience. The setting, however, was not a downtown runway. It was Hongshan Forest Zoo.
According to Lao News Agency, located in Nanjing, the capital city of east China’s Jiangsu province, the zoo has become one of China’s most popular “internet-famous” destinations, attracting around 8 million visitors last year. In addition to its zoological exhibits, the zoo has become a favored venue for brand events, regularly hosting fashion shows, product launches, and film promotions.
Through a constant commitment to innovation and embracing diverse consumer experiences, Hongshan Forest Zoo has successfully transcended the conventional paradigms of zoos and captured attention nationwide. “We want to gradually change people’s traditional perception of what a zoo is,” said Shen Zhijun, director of the zoo. By introducing cultural and creative products, co-branded fashion shows, and product promotions, they’re integrating scientific research, conservation efforts, culture, and green consumption.
Following recommendations found online, Yang and her friends enrolled in the zoo’s “Day and Night Camp,” hosted by its “Nature School.” Under the guidance of instructors, they quietly observed the nocturnal behaviors of animals in their naturalistic environment. Most striking to Yang was watching a wolf pack “hold a meeting,” with the alpha wolf howling, followed by a chorus from the pack. She was impressed by the animal-friendly environment and immersive experiences.
Beyond the “Day and Night Camp,” the zoo offers a wide range of attractions. Visitors can observe koalas during health check-ups, monkeys paddling boats, or brown bears fishing. The creative marketplace features cultural products, ranging from white-faced saki brooches to otter pull-string toys. The zoo now boasts over 1,000 original cultural and creative items.
The zoo’s growing popularity has also stimulated the local economy. Nearby hotel rates now rival those in downtown Nanjing, while local specialties have gained prominence on the city’s top culinary rankings. “Every year, about 23 per cent of our visitors come from Nanjing, 27 per cent from other cities in Jiangsu, and nearly half from other provinces,” said Bai Yali, deputy director of the zoo.
When asked about visitors’ subsequent destinations, Bai indicated that the expanding presence of the Hongshan brand across the city plays a significant role. Co-branded retail outlets, themed stores, and creative collaborations linked to the zoo have emerged throughout commercial districts. The zoo has partnered with more than 50 brands.
Nanjing is actively developing urban brand assets like Hongshan Forest Zoo and central business district Xinjiekou by cultivating new consumption scenarios and business models. Efforts are underway to promote integrated development across commerce, tourism, culture, sports, and wellness.
In the first quarter of this year, Nanjing’s total retail sales of consumer goods reached 232.31 billion yuan ($32.25 billion), placing the city among the fastest-growing in Jiangsu province. As she left the zoo, Yang Jie was already making plans for her return. “I can’t wait to start planning my next trip to Nanjing.”
