‘Consuming Heritage’ in Tianjin's Former International Concessions

Since the twenty-first century, cities worldwide have been experiencing increasing competition for capital and consumers. This has led cities to adopt policies emphasizing culture and heritage as a tool for urban regeneration. This trend is closely linked to the creative industries and tourism economy, transforming culture and heritage into consumer products and goods and fuelling a new symbolic economy. Individuals increasingly seek enriching and memorable experiences, prompting retailers (shops, cafés, and restaurants) to the reproduction of space and the transformation of heritage sites. Drawing on the case study of Wudadao, an area in the former British concession of Tianjin, this chapter explores how the historical architecture has become the support of an exotic and creative destination. In this former concession, ‘exotic’ shops play an important role in attracting tourists, offering an immersive experience by recreating specific atmospheres and cultural references. The popularity of these trendy shops, located in historic buildings, is also associated with the ‘WangHong’ phenomenon developed through social networks, which allows consumers to display an ideal lifestyle, and which stimulates the local economic growth of destinations. Using a qualitative approach based on participant observation, interviews, and promotional material, this study examines the specific strategies and motivations of shopkeepers, highlighting the role of geographical imagination and heritage in the creation of tourist experiences. This research raises questions about authenticity, consumption, and cultural identity in post-colonial contexts.