And exhausted urban youngsters are flocking to them
Music festivals were a growing business when covid struck. China’s Woodstock moment had happened back in 2000, when the first festival emerged at Midi, a renowned music school in a Beijing suburb. Covering a range of musical tastes from grunge to metal to punk, they grew in number to more than 250 in 2019. So far this year alone, 150 have been announced.
for the Chunyou Festival . Sparkling lakes dot the landscape between green hills and idyllic forests not far from Sichuan’s famous panda sanctuaries. A fifth of those attending came from outside Sichuan, many from Shanghai and Beijing. Many discounted tickets also went to locals, some of whom just came to watch the city folks boogie. With everyone dressed up in boho chic, it felt like a small-scale Coachella, without the weed.
Seeing their popularity, another struggling tribe has looked to cash in. Local officials also had a tough lockdown, exhausting their budgets chasing down every single case of covid, while watching their income slip away. Now, realising that anxious urban youths will pay good money to loiter near a yoga tent drinking craft beer or mingle at a Tibetan tea area, officials are scrambling to compete for tourists, and looking to build their small-town brand by getting the cool kids posting online.
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