Following the immense success of “Special Forces-Style Tourism,” China saw the rise of another captivating trend in the summer of 2023, “City Walk.” This new phenomenon quickly gained traction across major social media platforms, capturing widespread attention. On Xiaohongshu (Little Red Book), related topics accumulated nearly 45 million views and sparked over 410,000 posts and discussions about official photography. On Douyin (TikTok), City Walk videos surged past an incredible 280 million views.
A recent survey revealed the massive appeal of this trend: 82% of respondents expressed interest in experiencing City Walk, far outpacing interest in more traditional forms of travel. This indicates that the allure of urban exploration is tapping into a desire for unique, immersive lifestyle experiences, positioning “City Walk” as the latest wave in travel and tourism marketing.
Source: DT财经
What is City Walk?
“City walk” is a trendy, spontaneous way of exploring cities that has gained popularity among young people. It involves wandering through unfamiliar urban spaces with friends, without the pressure of seeking out tourist hotspots. This form of travel embraces freedom and unpredictability, turning each stop and encounter into a memorable experience.
For example, during the 2023 Dragon Boat Festival, City Walk events were held at Shanghai Yuhui Plaza, focusing on the historic architecture of old Shanghai. Expert guides shared their knowledge, offering in-depth insights into the architectural beauty and rich history of the Bund’s iconic buildings.
Why is the City Walk Trend So Popular?
- A Desire for “Slowness”
In today’s fast-paced society, where workplace competition is relentless, City Walk represents the deep longing among young people for a slower, more relaxed travel experience. Unlike traditional travel that emphasizes rushing to capture every moment for social media, City Walk encourages a more mindful approach, one where travelers can savor the journey and fully embrace the present.
- A Yearning for “Discovery”
City Walk offers a welcome escape from the monotony of daily work life, inviting participants to discover hidden gems within cities. Whether it’s exploring unique cultural spots or taking in breathtaking views, City Walk fuels a sense of adventure and curiosity, offering fresh perspectives on both the world and life itself.
- A Need for “Companionship
Studies show that about 62% of individuals feel lonely, with 36% spending money to alleviate their isolation. Additionally, over 90 million young people in China live alone, grappling with an increasing sense of solitude.
数据来源：脉脉数据研究院
Recognizing these emotional and social needs, City Walk fosters social engagement by encouraging participants to connect and share experiences. In 2023, this trend gained tremendous traction, with billions of views across related topics and brands seizing commercial opportunities.
At its core, City Walk is more than just a travel trend; it is an opportunity for introspection, inspiration, and meaningful connection. By embracing spontaneity and freedom, City Walk allows for deeper emotional engagement, helping redefine how we experience the world and interact with others.
The Surge in Popularity of City Walk Highlights: Two Key Trends
The Rise of Lifestyle Brands: City Walk’s success has fueled the growth of lifestyle brands, which focus on promoting a distinct way of life rather than just products. These brands don’t simply sell items; they offer a lifestyle that resonates with consumers. As such, their marketing strategies revolve around creating and showcasing a unique living experience.
The Power of Localized Marketing: The opportunity for lifestyle brands lies in localized strategies. In 2023, many brands began experimenting with marketing tactics tied to local culture, whether through collaborations with neighborhood eateries, promoting iconic city streets that hold cultural significance, or leveraging well-known landmarks. Strengthening communication between brands and cities is crucial, with localized marketing emerging as a prominent trend.
