Jinan is preparing to unveil a new cultural tourism landmark later this month as the “Nine-Bend Yellow River, Ten-Thousand-Mile Affection” project in Jiyang District enters its final construction phase. The immersive cultural block, the first in the nation themed around the Yellow River, is set to begin trial operations on September 21.
Covering about 359 acres, the project highlights “Yellow River culture, nine-province specialties, and Chinese chic” as its core design. Visitors will be greeted by five themed plazas—including the “Great Yellow River Ship” and “Yellow River Descends from Heaven”—nine distinctive scenic spaces, two themed dining shows, a Nezha-and-the-Sea attraction, as well as interactive performances and hands-on cultural experiences. The block promises a dual character: daytime activities focus on cultural immersion, entertainment, and outdoor recreation, while evenings come alive with light shows, multimedia storytelling, and themed night markets designed to boost Jinan’s night-time economy.
A signature feature of the project is its showcase of the cultural essence, intangible heritage, and culinary traditions of the nine provinces along the Yellow River, underscoring the river’s central role in shaping Chinese civilization. Jiyang District’s Culture and Tourism Bureau expects the site to attract more than five million visitors annually once fully operational.
The project was planned and will be operated by Xi’an Jinshang Tiahua Cultural Tourism Group, known for its “light-asset night economy” model, which emphasizes flexible market operations over heavy infrastructure investment. The company has developed over 20 well-known “sleepless cities” nationwide, including in Meihekou, Nanning, Qingdao, Henan, and Zhejiang, bringing proven expertise to Jinan’s newest cultural venture.
The launch of “Nine-Bend Yellow River, Ten-Thousand-Mile Affection” comes as Jinan intensifies efforts to position itself as a cultural hub along the Yellow River. In recent years, the city has advanced ecological restoration and green development along its 183-kilometer stretch of the river, creating the Baili Yellow River Scenic Area, ecological parks, and iconic attractions such as the Yellow River cherry blossom avenue and ginkgo forests. These efforts align with the national strategy of ecological protection and high-quality development of the Yellow River Basin, with Jinan as a central player.
Local officials have repeatedly emphasized that promoting Yellow River culture is not just about tourism, but about reinforcing Jinan’s identity. The Yellow River provides 80% of the city’s drinking water and irrigates over 2.7 million acres of farmland. It also anchors a wealth of historical heritage sites, from Neolithic ruins to century-old hydraulic projects, which together form a living narrative of resilience, creativity, and cultural fusion.
For Jinan residents, the new cultural block offers a “local window” into the heritage of their mother river. For visitors nationwide, it is a new destination that blends history, innovation, and spectacle. As the trial opening approaches, expectations are running high that this project will become Jinan’s next cultural tourism blockbuster, injecting new vitality into the city’s growing night economy and further solidifying its role as a gateway to the Yellow River’s story.