Yesterday, on the bustling Jin Street of Wangfujing, the auspicious Jixiang Grand Theatre celebrated its grand reopening for its third anniversary, unveiling the new “Beijing Gifts” opera-themed store. This store promises a cultural feast with its opera-themed jewelry, traditional fan designs inspired by opera scripts, exquisite costumes, and a wide array of cultural products from various Beijing-based opera institutions. Catering to consumers of all ages, this store encapsulates the essence of traditional Chinese opera in modern, accessible forms. Simultaneously, the “Beijing Gifts” store at the National Stadium (Bird's Nest) launched a vibrant summer promotion, marking a total of seven themed stores across different themes this year.
A Kaleidoscope of Opera-themed Gifts
Upon stepping out of the elevator onto the 7th floor of the Jixiang Grand Theatre at Wangfujing's Intime Department Store, visitors are greeted by the prominent “Beijing Gifts” opera-themed store. This addition enriches the overall experience of visiting and attending performances at the theater, complementing its existing coffee and reading spaces.
Inside, the ambiance is steeped in opera culture, with rows of display cases showcasing a variety of products. From intricately designed opera-themed jewelry to playing cards featuring precious old photographs of renowned Peking opera artists, meticulously crafted auspicious opera costumes, folding fans inscribed with calligraphy by famous calligrapher Chunyi, and a myriad of artist collaboration products inspired by traditional Peking opera performances and stage settings—each item allows patrons to take home a piece of opera artistry while appreciating the theatrical arts.
A Hub for Opera-themed Cultural Products
“Beijing Gifts” isn't just a store; it serves as a platform for Jinglin Cultural Products to expand its market reach. Alongside products from Jixiang Grand Theatre, visitors can find cultural merchandise from Beijing Peking Opera Company, Mei Lanfang Memorial Museum, Northern Kunqu Opera Theatre, and Tanzhe Temple. “We are currently planning more collaborative projects,” revealed the spokesperson from Jixiang Grand Theatre.
Adding to the collection are distinctly Beijing-themed items, including boldly colored trays from Beijing Huairou Gaolianghe Painting Factory and a seasonal stamp collection featuring the Great Wall themes from Beijing Post, showcasing stamps issued in 1979 depicting various seasons of the majestic Badaling Great Wall.
At the “Beijing Gifts” Olympic-themed store, alongside products like Bing Dwen Dwen and Dragon Dwen Dwen developed under the authorization of Olympic historical intellectual property rights, numerous Olympic-themed items exude the vibrancy of the “Olympic City.” On the 20th of this month, they will begin selling mascots for the Paris Olympics.
Plans for Seven Unique Theme Stores in 2024
In 2024, Beijing aims to enhance the influence of its local brands. According to the Beijing Municipal Bureau of Culture and Tourism, the “Beijing Gifts” brand, with its 13-year history, will adopt a strategy focusing on “government guidance, market leadership, authorized management, dynamic updates, dual-purpose operation, and open operation.” This model aims to promote the brand's distinctive, high-end, boutique, and international characteristics through a model of “licensed pilot operators + themed stores + a number of high-quality cultural and tourism creative products.”
Under this new model, the entire industry chain from planning, research and development, production, sales, to promotion and resource integration will be fully interconnected. Currently, licensed pilot operators such as Xiushui Street, Huajiang, and Beijing Post have already begun deep collaborations. As for themed stores, enterprises meeting the criteria are encouraged to establish outlets in key commercial areas, scenic spots, and public cultural spaces, with plans to open seven such stores this year. Previously, two stores have been opened at the Beijing City Library and Beijing Intangible Cultural Heritage Experience Center.
The expansion of “Beijing Gifts” reflects Beijing's commitment to showcasing and preserving its rich cultural heritage. This initiative not only promotes local brands but also fosters a deeper appreciation for traditional arts among residents and tourists alike. By integrating traditional opera elements into everyday products, the stores bridge the gap between ancient traditions and modern lifestyles.
Diverse Range of Beijing-inspired Products
In addition to its opera-themed offerings, “Beijing Gifts” features a diverse array of products that highlight the city's unique cultural identity. Visitors can find intricately painted trays from Huairou Gaolianghe Painting Factory, known for their bold and vibrant designs that capture the essence of Beijing's artistic traditions. The collection also includes thematic stamp sets from Beijing Post, showcasing iconic landmarks like the Great Wall throughout the seasons—a testament to Beijing's historical and architectural grandeur.
The collaboration with cultural institutions such as Beijing Peking Opera Company, Mei Lanfang Memorial Museum, and Northern Kunqu Opera Theatre enriches the store's offerings with exclusive cultural artifacts and memorabilia. These partnerships not only promote local cultural heritage but also provide visitors with authentic insights into Beijing's vibrant artistic traditions.
Future Prospects and Global Reach
The “Beijing Gifts” model represents a shift towards innovative retail practices that blend cultural enrichment with commercial appeal. By creating themed stores in strategic locations like the National Stadium and Wangfujing, the initiative enhances the cultural landscape of Beijing while catering to diverse consumer interests. This approach not only stimulates economic growth but also nurtures a sense of pride and belonging among local communities.
Looking ahead, “Beijing Gifts” aims to expand its influence beyond domestic markets, striving for international recognition through high-quality cultural and tourism products. With plans to open seven themed stores this year alone, the brand is poised to establish itself as a global ambassador of Beijing's cultural heritage. By embracing innovation and creativity, “Beijing Gifts” continues to uphold its legacy as a beacon of cultural excellence in the heart of China's capital city.
The inauguration of the “Beijing Gifts” opera-themed store at Jixiang Grand Theatre marks a significant milestone in Beijing's cultural revitalization efforts. Through its diverse range of opera-themed products and strategic partnerships with cultural institutions, the store celebrates the timeless beauty of traditional Chinese opera while embracing modern trends in retail and design. As Beijing prepares to host the Winter Olympics and expand its cultural footprint on the global stage, initiatives like “Beijing Gifts” play a crucial role in promoting cultural exchange and fostering a deeper understanding of China's rich heritage.