Citizens and tourists stroll through the stalls. (Photo by Wang Minjie)

Gongs and drums rang out at Tianming Lake Park on 17 May as the “Song Charm • Red Bridal” themed market—part of the 23rd Xu Xiake Travel Festival—opened in the park’s city lounge. Eight themed zones and numerous interactive events invited visitors to experience a vivid blend of ancient elegance and modern vibe.

By 10 a.m. streams of people filled the lakeside lanes, where traditional décor complemented the contemporary scenery. More than 220 speciality booths lined the waterfront, creating an all-round consumption scene of “food, drink, fun and shopping.”

In the wedding-industry zone, crimson-lacquered dowry chests and gold-edged ceremonial garments glittered, drawing crowds. At the intangible-heritage workshop area children learned flower arrangement and watched golden-lacquer techniques, while parents tried on Song-style Hanfu to revel in classical aesthetics. The food stalls bustled with the aromas of Ninghai soup buns and Yishi stewed dishes, where long queues quickly formed.

The market features multiple photo stops, magic and acrobatics, traditional opera and instrumental performances, plus family-friendly games—immersing visitors in Ninghai’s deep cultural roots and a new cultural-tourism consumption scene. “Market by day, music by night, lake views throughout—such a rich experience!” said Ms Luo, who travelled with her child from Taizhou.

Organisers noted the market is both an innovative showcase of traditional culture and a warm-up for the upcoming Ninghai Red Bridal Paradise scenic area. With immersive, interactive design, age-old wedding customs step out of the museum and into everyday life—“see it, feel it, join in.”

The market runs daily 10:00-22:00 until 20 May, with opera, a drone light show and other attractions to follow. On 20 May a ten-li red bridal parade, Song-style wedding show and collective wedding will unveil the mystery of eastern Zhejiang’s traditional nuptial culture for visitors from near and far.