As Chinese New Year approaches, the Jingui Market in Yinchuan, Ningxia Hui autonomous region, is experiencing a surge of young visitors attracted by its vibrant energy and authentic flavors.

The hustle and bustle captivate these young people, offering a variety of specialized food options and a lively atmosphere. Amid the aroma of freshly ground chili powder, golden fried bread, and hand-painted couplets, they find a joy that seems increasingly rare elsewhere.

For these young visitors, the market is more than just a shopping destination — it's a connection to the pulse of daily life. They appreciate the affordable prices, the warmth of handmade crafts, and the satisfaction of a good, shared meal.

This trend has not gone unnoticed by the vendors, who have observed an increase in younger customers.

At the heart of this revival is 24-year-old Feng Yuyao. After graduating from university in Yunnan province, he chose to return to his hometown and founded "Jingui Youmi" (also known as "I'm Rich"), a brand dedicated to selling premium local rice and promoting the region's agricultural specialties within this traditional market.

"Jingui Market is an internet sensation. On market days, foot traffic often exceeds 30,000 people," said Feng. "You see everyone moving shoulder to shoulder and it's all about the novelty and the energy."