Changsha (People's Daily) - Huangxing South Road Pedestrian Street in Changsha buzzed with activity on January 13 as Malaysian vlogger Samviontha (Wong Pek Hwa), who boasts nearly one million followers, filmed a reimagined Hunan Opera, Nie Xiaoqian, amid the street's vibrant vibe. The performance marked the opening of the Tianxin Drama Festival, themed "Tianxin Drama, Worldwide Joy," alongside the launch of the Tianxin District International Communication Center. The festival runs through January 18.

People attend the launch ceremony of the Tianxin Drama Festival themed "Tianxin Drama, Worldwide Joy" and the Tianxin District International Communication Center. (Photo provided to People's Daily)

The festival highlights the district's "small theater + new consumption" model. "Enjoying dramas while exploring local brands is an innovative way to cultural communication," Samviontha said. Lance Richard Adoua from the Republic of the Congo, shared a similar view after attending the festival parade, saying that the experience gave him a deeper understanding of Tianxin's small-theater scene.

Small theaters in Tianxin District generated 43 percent of Changsha's total small-theater box office in the first half of 2025, according to official data. The district has also become a hub for new consumption, home to leading brands such as Hunan-based food company Wenheyou and local milk tea chain Chayan Yuese, as well as the Wangfujing Changsha Downtown Duty Free Shop, Hunan's first downtown duty-free store. In 2025, the Wuyi Business Circle alone attracted 46 premium brands, including eight national first stores.

Two overseas social media accounts, Vibrant Tianxin and Vibrant Changsha, were launched the same day to showcase China's new consumption vitality and theater culture to international audiences. The seven-day carnival also features mobile theaters, themed markets and a WeChat mini-program that allows visitors to redeem ticket stubs for shopping discounts and travel benefits.