ARTS / ART
Creative cultural products, immersive experiences drive tourism boom
Nouveau Naan
Nang-themed products are sold at the Grand Bazaar in Urumqi. Photo: Chen Kangli from Sun Yat-sen University
As the craze for Labubu sweeps across countries and regions, an adorable icon has captured the hearts of visitors flocking to Urumqi, Northwest China's Xinjiang Uygur Autonomous Region in its summer heat - the stuffed Nang toys inspired by Xinjiang's traditional flatbread nang, also known as naan in Central Asia.At the Nang Culture Pavilion in Urumqi Grand Bazaar, many visitors carry Nang-themed backpacks and plush keychains. The stands explore the history and craftsmanship of Xinjiang's staple food through interactive displays, while many visitors seize the chance to experience the fun of nang-making. Innovative cultural product design and immersive experiences act as a dual engine driving Xinjiang's tourism boom this summer.
A coffee shop employee presents a cup of naan coffee. Photo: Li Ruiquan
Bite-sized cutenessA famous Xinjiang proverb highlights the indispensable role nang plays in both daily life and local culture: "we'd rather go three days without meat than a single day without nang." In recent years, nang-inspired cultural products have become increasingly popular, emerging as Xinjiang's new cultural ambassadors.
According to Wang Fei, chief of the Nang Culture Pavilion at the Grand Bazaar, two major IPs represent the local delicacy: "Nang Coming" and "Nang family," with products ranging from accessories and magnets, to stress-relief toys.
The superstar of the NangComing series is "Nang Xiao Bao" with its distinctive large forehead and beady eyes. Meanwhile, the rising star NangFamily features a diverse and extensive cast of Nang cartoon characters, each featuring its own unique personality.
Li, a tourist from East China's Jiangxi Province, purchased two plush toys as souvenirs: Nang Xiao Hua, shaped like a blossom, and Wo Wo Zai, modeled after traditional dimpled flatbread.
"My boyfriend is a big fan of Jellycat. These Nang toys incorporate local culture but give out the same adorable vibe as Jellycat's," she said.
When travelers manage to snatch a ticket to the really popular Xinjiang Uygur Autonomous Region Museum, they often seek the many cultural and creative products designed after the national treasures housed at the museum.
Guan Yi, head of the cultural and creative department at the Xinjiang Museum, said that the products they design tell the stories of cultural relics in a subtle and engaging way. "We aim to present a fusion of ancient artifacts with contemporary art, breathing new life into historical treasures."
Data from the museum shows that since 2024, the sales of the museum's cultural and creative products have increased 36 percent year-on-year, reflecting growing market enthusiasm. Among the bestsellers are magnets, scarves and bags inspired by the highlight treasure called "Five stars rise in the East, benefiting China brocade armband," and stuffed toys inspired by silk paintings of Fuxi and Nüwa, ancestors of the human race in Chinese mythology.
Residents perform Muqam, a traditional art form of the Uygur ethnic group, for tourists at the Urumqi Grand Bazaar, Northwest China's Xinjiang Uygur Autonomous Region, on June 28, 2025. Photo: VCG
Stories coming to life
Located in the Shuimogou district in east of Urumqi, "The Silk Road show" is an immersive cultural complex that combines stage performances, interactions with performers dressed as historical figures, local cuisine, and cultural heritage. Since its official opening in early 2025, the venue has attracted visitors from across the country with its innovative format and engaging storytelling.
Drawing inspiration from the history of the 36 states in Western Regions along the ancient Silk Road, the creative team of the operator has crafted six stories including the rise and fall of Loulan state and the ancient diplomatic missions to the Western Regions. Over 20 performers dressed as historical characters roam the streets of the complex, inviting visitors to accomplish small tasks to obtain bonuses and engaging tourists in fun conversations, offering a multidimensional encounter with Silk Road culture.
According to Shen Li, executive director of "The Silk Road has a show" project, "These performances break away from the traditional fixed-seating theater model. Audiences move through the performance space, becoming both spectators and actors. This dynamic format allows traditional culture to resonate more deeply with modern audiences," he explained.
One such performance is the Night Banquet of the Qihan Festival - a Kucha (one of 36 states) ritual praying for heavy winter snow and abundant water in the coming year. This immersive show left a deep impression on Liao, a tourist from Central China's Hunan Province.
The experience begins in a museum setting and quickly unfolds into a fantasy journey, as celestial dancers emerge from ancient murals and guests are invited to join the Qihan Festival of Kucha. "From shamanic rituals to water-screen dances, the audience is invited to travel back in time to the golden era of the Western Regions. "It was my first time experiencing a performance like this," said Liao. "The stage design and acting were truly breathtaking - I was completely immersed."
Interactions with performers dressed as historical figures also enrich the visitors' experience. Zou, a tourist from Jiangxi, encountered an actor impersonating wandering monk Xuanzang upon entering the complex. The well-known character explained the rules and ways to explore the complex. "It helped us understand the setting in a more vivid way and made the whole experience more real," he shared.
Xinjiang's recent innovations in cultural tourism have made its rich history more approachable. Urumqi is third in place on Trip.com's 2025 list of top summer travel destinations in China, only after Beijing and Shanghai. Thanks to innovation and upgrade, the unique stories of Xinjiang have become lasting memories cherished by travelers.
Li Ruiquan, Yang Yi and Yu Peishan contributed to this story
Located in the Shuimogou district in east of Urumqi, "The Silk Road show" is an immersive cultural complex that combines stage performances, interactions with performers dressed as historical figures, local cuisine, and cultural heritage. Since its official opening in early 2025, the venue has attracted visitors from across the country with its innovative format and engaging storytelling.
Drawing inspiration from the history of the 36 states in Western Regions along the ancient Silk Road, the creative team of the operator has crafted six stories including the rise and fall of Loulan state and the ancient diplomatic missions to the Western Regions. Over 20 performers dressed as historical characters roam the streets of the complex, inviting visitors to accomplish small tasks to obtain bonuses and engaging tourists in fun conversations, offering a multidimensional encounter with Silk Road culture.
According to Shen Li, executive director of "The Silk Road has a show" project, "These performances break away from the traditional fixed-seating theater model. Audiences move through the performance space, becoming both spectators and actors. This dynamic format allows traditional culture to resonate more deeply with modern audiences," he explained.
One such performance is the Night Banquet of the Qihan Festival - a Kucha (one of 36 states) ritual praying for heavy winter snow and abundant water in the coming year. This immersive show left a deep impression on Liao, a tourist from Central China's Hunan Province.
The experience begins in a museum setting and quickly unfolds into a fantasy journey, as celestial dancers emerge from ancient murals and guests are invited to join the Qihan Festival of Kucha. "From shamanic rituals to water-screen dances, the audience is invited to travel back in time to the golden era of the Western Regions. "It was my first time experiencing a performance like this," said Liao. "The stage design and acting were truly breathtaking - I was completely immersed."
Interactions with performers dressed as historical figures also enrich the visitors' experience. Zou, a tourist from Jiangxi, encountered an actor impersonating wandering monk Xuanzang upon entering the complex. The well-known character explained the rules and ways to explore the complex. "It helped us understand the setting in a more vivid way and made the whole experience more real," he shared.
Visitors "weave" a virtual brocade armband at Xinjiang Uygur Autonomous Region Museum. Photo: Chen Kangli from Sun Yat-sen University
At the Xinjiang Uygur Autonomous Region Museum's national treasure exhibition featuring the brocade armband, children crowded in front of an interactive weaving machine that allows visitors to make a virtual armband by moving a shuttle back and forth in front of a digital screen.Xinjiang's recent innovations in cultural tourism have made its rich history more approachable. Urumqi is third in place on Trip.com's 2025 list of top summer travel destinations in China, only after Beijing and Shanghai. Thanks to innovation and upgrade, the unique stories of Xinjiang have become lasting memories cherished by travelers.
Li Ruiquan, Yang Yi and Yu Peishan contributed to this story
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