The Great Tang All Day Mall
The Great Tang All Day Mall is a pedestrian street located in Yanta District, Xi'an City, Shaanxi Province, at the foot of the Big Wild Goose Pagoda. It was established in August 2002, stretching from the north square of the Big Wild Goose Pagoda to Kaiyuan Square, and from Ci’en East Road in the east to Ci’en West Road in the west. The street spans 2100 meters north to south and 500 meters east to west, with a total construction area of 650,000 square meters. It is the country's only large-scale replica of Tang Dynasty architecture themed pedestrian street, showcasing Xi'an's iconic cultural landmarks.
Inspired by the flourishing Tang Dynasty culture, the Great Tang All Day Mall revolves around Tang-style elements. It features four main squares: the "Big Wild Goose Pagoda North Square," "Xuanzang Square," "Zhenguan Square," and "Leading New Era Square," along with four cultural venues: "Xi'an Concert Hall," "Shaanxi Grand Theater," "Xi'an Art Museum," and "Qujiang Pacific Movie City." Additionally, it boasts five cultural sculptures: "Tang Buddhist Culture," "Tang Heroes," "Zhenguan Era Governance," "Empress Wu's Journey," and the "Kaiyuan Era Prosperity," making it the premier destination for experiencing and showcasing Xi'an's Tang culture.
The popularity of the Great Tang All Day Mall can be attributed to several key factors:
Firstly, leveraging its superlative intellectual property to cultivate new IPs. At the heart of the city lies the Big Wild Goose Pagoda and Tang Dynasty culture. Through innovative reinterpretations of traditional culture, the Mall has cleverly nurtured acts like the "Rotund Doll Misses" and other performance arts, which have further proliferated through online platforms, gradually forming new IPs. Future developments may include merchandise, TV performances, and artistic shows, among others.
Secondly, creating a top-tier experiential tourism destination. In the era of Tourism 2.0, traditional sightseeing alone no longer suffices, especially for younger tourists. The creative performances, resident singers, and popular attractions at the Great Tang All Day Mall deeply resonate with young visitors. In the age of social media, videos featuring "Rotund Doll Misses" can garner hundreds of thousands of likes, showcasing an irresistible allure for social media-savvy youth.
Moreover, maximizing individual value. Apart from its substantial investments amounting to billions, the Great Tang All Day Mall places significant emphasis on performances that require only modest expenditures, equivalent to a few months' wages. Visitors to the city are invariably captivated by a diverse array of performances, which are not just traditional song and dance but are younger and more viral in nature. These performances are particularly popular on platforms like Douyin (TikTok), making it an ideal medium for their dissemination.
Lastly, cultural tourism reciprocating commerce. Monetizing cultural tourism remains a global challenge, exacerbated by the fact that almost all projects at the Great Tang All Day Mall are free of charge. To achieve profitability, cultural tourism must focus on drawing in large crowds; only then can ancillary commercial ventures gain value. Departing from traditional models, the city has introduced a more accessible, youthful, and specialized "Mega Box" complex, not only offering services rivaling bustling commercial districts but also becoming a new hub for local consumers.
During the day, stroll through the Great Tang All Day Mall pedestrian street, where Tang-style buildings with flying eaves and layered pavilions transport you back in time. As night falls, the lights shimmer brightly, and crowds of visitors fill the streets. The stories scattered in historical records—like the inscription of the Big Wild Goose Pagoda by Bai Juyi, the intoxicated poetry of Li Bai, the elegant court ladies from ancient poems and paintings, and the renowned deeds of Fang Xuanling and Du Ruhui—are retold through modern dance, live performances, and interactive displays, captivating visitors anew.
√Opening Hours:; All Day
√Ticket Price: Free (some specific performance seats may be charged)
√Transportation Information:
Subway: Xi'an Metro Line 3, Line 4, get off at Big Wild Goose Pagoda Station
Bus: Qujiang Tourist Loop Line, Huanshan Line 1, Huanshan Line 2, 5, 19, 21, 22, 23, 24, 30, 34, 41, 44, 189, 224, 242, 307, 400, 401, 408, 500, 501, 521, 526, 601, 606, 609, 701, Tourist Line 6, Tourist Line 8 (610), Tourist Line 9, Overnight Line 4, Expo Line 5, etc. Please get off at Big Wild Goose Pagoda Stop.
