Think Tank

The practical significance of the "New Tide" in the vegetable market

2025-07-22   

The Ministry of Commerce and nine other departments recently jointly issued a document proposing to support the standardized transformation of vegetable markets, improve facility environments, and expand the sales of clean vegetables. At present, vegetable markets across the country are making new attempts, sparking a new trend in vegetable markets. According to CCTV, many established vegetable markets are currently attracting young people through transformation methods such as spatial innovation, business upgrading, and cultural integration. The small vegetable market has a university entrance, and the market trading venue contains the characteristics of regional culture. In terms of a place, a small vegetable market contains rich local customs and traditions. It can not only allow outsiders to observe and deconstruct the local customs and traditions, becoming a treasure trove for tourism and leisure, but also allow locals to feel the atmosphere of human fireworks while purchasing agricultural products and bargaining. In the market, you can fully experience the flavors of life and the warmth and coldness of human emotions, and the emotional value is definitely in place. It is precisely because the vegetable market combines many unique connotations that it has become an emerging check-in destination. In recent years, many city markets have become popular check-in spots for City Walk. On Dianping, young people who flock to the vegetable market either write "Vegetable Market Treasure Hunt" in the evaluation section or share "Vegetable Market Walking Guide" in their strategy notes. Whether it's buying New Year's goods or exploring the taste of the city, the vegetable market is becoming a new destination for young people during the Chinese New Year. On the social media platform "Xiaohongshu", there have been over 10000 notes related to "Chinese New Year in the Vegetable Market". According to data from online platforms such as Meituan and Dianping, over 70% of users searching for "vegetable markets" are young people aged 20 to 35. This gratifying change precisely indicates that the vegetable market has become a place of spiritual pursuit and sustenance, with the "human fireworks atmosphere" as its core element and a key factor that makes people yearn for it. The love for the vegetable market requires the accumulation and foundation of life. The essence of life may seem complex, but it is actually very simple - to maintain a continuous love for life and pursue pure happiness under simple rituals. Wang Zengqi once said, "Look at raw chickens and ducks, fresh and lively melons and vegetables, and bright red chili peppers. They are lively and crowded, making people feel a sense of joy in life." In fact, only by truly entering the vegetable market can one give a break to the soul in the bustling crowd, bargaining, clean and tidy stalls, and renovated markets in the most relaxed state, allowing the heart to return to peace and origin, and regain long lost happiness. In a sense, behind this phenomenon is a vivid portrayal of social change. While group values and emotional pursuits return to the simplification of life and rituals, urban public services are also constantly achieving refinement and humanization. Compared to traditional markets, current markets are more like social function areas, life service areas, and cultural experience areas, allowing the public to experience the reality of "human fireworks" while pursuing the romance of "poetry and distance". As a typical representative of urbanization, the vegetable market also represents the cultural context and life of this city. Young people search for the New Year's flavor in the market and experience real life through the process of checking in to the market. It is based on the collective pursuit of loving life that value is sublimated in the process of unlocking emotional codes. As more and more young people choose the same approach, it unlocks the "emotional code" behind the exploration of the New Year's flavor in the youth market. In addition to popular topics such as "Vegetable Market Roaming Guide" and "Young people traveling without visiting vegetable markets is equivalent to coming for nothing", checking in to vegetable markets by young people has become a new social and cultural phenomenon, and is showing an upward trend. At the same time, the "vegetable market+" model is not only changing urban space, but also elevating the quality of public services, ultimately achieving a two-way response to public demand. From this perspective, supporting the transformation of the vegetable market at the policy level not only identifies market trends but also responds to people's livelihood demands, achieving multiple benefits in one fell swoop. The phrase 'most soothing to the hearts of ordinary people' requires the blessing of a vibrant lifestyle. The young fans in the 'New Tide' circle of the vegetable market explain the smoke and fire atmosphere, and thus find the practical significance and contemporary value of the 'New Tide' in the vegetable market. (New Society)

Edit:Luo yu Responsible editor:Zhou shu

Source:Beijing Youth Daily

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