Constant evolution

To combat the common pitfall of "onetime consumption" in cultural tourism, these projects are built for evolution.

"We have been working on increasing revisit rates through multiple measures," Sun Ze shares.

For example, performances and dishes will change according to the 24 solar terms, such as a tea-picking opera for Qingming Festival and a moon-worshiping ceremony for Mid-Autumn Festival.

"This should give returning customers new experiences, keeping it fresh," he says.

To maintain long-term vitality and combat potential experiential fatigue, Joyful Banquet — Flourishing Tang has implemented a systematic renewal mechanism, Han says.

"We refresh our menu every quarter, following the wheel of the seasons, so there's always something new to discover," Han says, adding that this evolution extends beyond the food.

The content of the performances and the interactive characters who engage with guests are also adjusted seasonally.

For instance, in spring, a performer portraying the tea sage Lu Yu might prepare tea and discuss classic teas with waiting guests. In summer, the presentation could feature a special ice delicacy based on a recipe from the Tang Dynasty.

The makeup studio correspondingly updates its inventory of seasonal Tang-style clothing.

"We have a dedicated makeup service where ticket holders can change into costumes for free, though hairstyling and makeup costs are additional," Han explains.

To date, about 70 percent of guests have ultimately opted for the full package of costume, hairstyle and makeup, she notes.

Sales of cultural and creative merchandise are also robust. "Guests are clearly willing to pay for a premium experience," she says.

"We initially expected a larger proportion of tourists, but data from ticket validations reveal a very high percentage of local guests."

Han adds: "This shows us the strong sense of identity and pride locals have for profound local cultural heritage. Many are repeat visitors who come back with friends or bring their out-of-town guests for the experience."