Underrated Nanyang Commerce Quietly Makes a Comeback

On New Year’s Day 2023, an open letter from Overseas Chinese Town in Xiangyang unexpectedly put Nanyang on the trending list. The letter read: “Over 30,000 friends from Nanyang traveled 138 kilometers to Xiangyang… to welcome the arrival of 2023 together.” Shortly after, a half-joking comment went viral locally: “Nanyang earns, Xiangyang spends.” It sounded like a joke, but as with most jokes that spread, there was a hint of truth. From that day on, the atmosphere in Nanyang shifted slightly—from government halls to online message boards, to shop owners and business operators—everyone quietly clenched their fists: this energy had to be reclaimed somewhere.Nanyang’s Commercial Foundations and New Expectations.If we look back, Nanyang has long been a “veteran player” in Henan’s commercial history. The poet Li Bai once described it as “Wan Shang Luo Chan Huan”—a bustling hub where merchants gathered and trade never ceased, a classic commercial stronghold. This deep commercial heritage has instilled a unique local attachment to homegrown goods. Take food, for example: local flavors dominate the Nanyang palate. The tangy pickled vegetables of Xichuan, the rich flavor of Tanghe pork knuckles, and the fragrant Nanyang oil tea consistently hold pride of place on residents’ tables. Even in large commercial complexes, Western cuisine is often just a “decoration,” while domestic dining and local snacks remain the mainstay.At the same time, Nanyang has undergone rapid changes in recent years. Since 2020, its GDP growth and per capita disposable income growth have outpaced Henan’s provincial average annually.

The city’s population is rising, the urbanization rate increasing, and the core city population now exceeds 2.2 million. The 30–45-year-old young family demographic continues to grow, especially in the high-tech zone, which hosts over 2,000 companies with increasing industrial density. New residential developments see rising occupancy rates.This signals a key point: consumption in Nanyang is no longer just about stability; it’s also starting to embrace novelty. In recent years, new commercial volumes, new scenarios, and new spaces have emerged, advancing the city’s supply side alongside growing expectations. While outwardly, residents traveled to Xiangyang seeking richer, fresher experiences, the underlying message was clear: Nanyang deserves better.On November 21, when Nanyang High-Tech Wuyue Plaza opened with 280,000 visitors and over 7 million RMB in sales on the first day, it delivered more than a commercial upgrade—it offered a concrete answer to that joking remark. The city finally saw the new imagination that a millennium-old commercial hub could embody.A New Spatial Solution Beyond Old Rules.As a flagship project jointly developed by Future Land Holdings and Nanyang High-Tech Development Investment Group, Nanyang High-Tech Wuyue Plaza has a unique dual advantage: it is deeply rooted in the local lifestyle while bringing national-level commercial upgrades to the city. This “local insight + visionary perspective” is especially evident in its spatial design.

The project, themed “Beautiful Water Nanyang,” integrates the Hancheng River as its core element, creating Nanyang’s first waterfront leisure and cultural-commercial complex. Shoppers progress along tiered riverfront promenades on the first floor, ensuring river views on every level while providing open public spaces—a design perfectly suited to Nanyang’s small-watercity character. The building façades draw inspiration from the Funiu Mountains, featuring parametric flow forms and gradient curtain wall textures that incorporate soft water elements. Indoor public spaces are accented with Han dynasty-inspired artwork, seamlessly embedding the city’s cultural heritage and local pride.Unlike many standardized chain commercial projects in lower-tier cities, Nanyang High-Tech Wuyue Plaza eschews cookie-cutter models. Leveraging the natural advantage of the Hancheng River, it delivers a unique spatial narrative. Large glass curtain walls replace traditional solid walls, inviting the riverscape and city skyline indoors. Bright, transparent interiors make visitors feel as if they are walking through outdoor courtyards. High-ceiling spaces with suspended greenery create a “city oasis” ambiance, breaking the traditional oppressive feel of Nanyang malls.For a city historically dominated by traditional department stores and local giants, this experiential upgrade is crucial. Wuyue Plaza elevates product quality to the same level as brand leasing and marketing.

Subtle yet groundbreaking local-first features include over 1,400 parking spaces—far exceeding most malls in the old city, solving peak-hour parking issues. Open seating areas on each floor, riverfront benches for elderly residents, and functional mother-and-baby rooms equipped with bottle warmers, diaper tables, and private nursing spaces—all these seemingly small details became major attractions in Nanyang, generating strong initial word-of-mouth.Stepping Forward on Familiar Ground.Brand introduction is the truest reflection of a project’s understanding of a city. Wuyue Plaza’s brand strategy balances familiarity with freshness: respecting local consumption habits while introducing novel experiences. Among all brands, Hema Fresh (Freshippo) stands out. As the first Hema Fresh in Southwest Henan, the 6,000-square-meter flagship redefines daily shopping for Nanyang residents.Its freshness is grounded in serious local research. Before opening, Hema visited dozens of mature residential communities in the high-tech zone for fresh food tasting + online booking activities. They adjusted product offerings according to local tastes—boosting local vegetables and grains—and ran online test operations three weeks in advance, testing “30-minute delivery” while collecting community feedback. Post-launch, fresh seafood counters and ready-to-eat sections became the most popular spots, and in-house brand value became a shopping favorite.

Notably, Xiangyang still has no Hema—a “first to us” pride Nanyang residents immediately understand.Among the 200+ brands opening in Wuyue Plaza, over 80 were first-time entrants in Nanyang, accounting for more than a third. Highlights include Henan’s first 1,000-square-meter super Anta store covering adult and children’s sportswear, and KKV 4.0 city flagship store offering a one-stop selection of beauty, home, and snacks, surpassing traditional local specialty stores.Freshness remains locally rooted. In dining, alongside national brands like Haidilao and Lanxiangzi, selected premium Hubei restaurants brought authentic Jingchu flavors to Nanyang, providing a warm rebuttal to the “Nanyang earns, Xiangyang spends” jest.Beyond brand variety, Wuyue Plaza offers true all-age operation. While young family populations rise, over 20% of Nanyang’s population is elderly. As the city’s largest mall by area, it caters to all—from daily shopping to trendy consumption, child entertainment to nighttime socializing. Young families enjoy Halin Kids Park, fashion enthusiasts explore digital and trendy brands, seniors stroll along the waterfront or shop at Hema, while youth gather at the city’s first Guofeng (national style) fan club, outdoor electronic music events, or themed coffee and bread markets. Truly family-friendly, full-day malls like this are rare in Nanyang.Nanyang is a city with stable foundations, a rhythmic lifestyle, and a distinct commercial flavor.

Historically, its commerce served multiple consumption levels, but as urban life diversifies, residents increasingly expect a space where daily life, leisure, culture, and vitality converge naturally. Wuyue Plaza fills not only a brand gap but also a long-missing lifestyle dimension—from Han dynasty motifs to waterfront spaces, intangible heritage experiences to sky gardens. Commercial spaces are no longer just shopping destinations; they are public spaces for walking, enjoying nature, experiencing culture, and preserving city memory.Earlier this year, Future Land Holdings defined the annual operational theme: “Gather Momentum for Innovation, Advance Steadily.” Achieving eight national sales crowns and 42 provincial first-place rankings exemplifies this ethos—reflecting both consumer pursuit of fresh experiences and local market recognition of a brand that understands Nanyang: respecting local lifestyle, connecting to cutting-edge trends, and balancing tradition with innovation.More than two years after that half-joking remark—“Nanyang earns, Xiangyang spends”—Wuyue Plaza has finally met the city’s genuine expectations. Standing on the rooftop garden, gazing at the blue waves of the Hancheng River and the bustling crowds inside, Nanyang High-Tech Wuyue Plaza has quietly but decisively transformed the city’s commercial imagination, preserving the familiar, supplementing what was missing, and gradually introducing a better lifestyle. May this vibrancy settle into daily life, and may this millennium-old commercial city continue to find its own commercial rhythm.