View of one of the 48 Hours in China Shaoxing Inbound Tourism routes. [Photo provided to ezhejiang.gov.cn]

Shaoxing is creating immersive cultural tourism experiences centered on lifestyle aesthetics, drawing growing attention from Japanese visitors.

From Japanese-style courtyard homestays to misty morning photography at ancient bridges, and from Shaoxing yellow rice wine tasting to calligraphy workshops, the city is developing new scenes that combine culture and daily life.

Japanese visitors tend to show strong interest in aesthetic experiences and slow-paced vacations, highlighting demand for cultural tourism products.

The city is aligning with Japanese travelers' appreciation for subtlety and cultural richness, promoting slow and refined lifestyle experiences.

In the Hometown of calligrapher Wang Xizhi, Ming and Qing-era (1368-1911) courtyard homestays incorporate Japanese-style elements. Visitors can practice calligraphy in the morning and sample Shaoxing wine and snacks in the courtyard at sunset. At Bazi Bridge, early-morning mist offers picturesque views of ancient bridges, while restaurants provide Shaoxing wine-themed dishes served on celadon tableware with warm wine rituals, blending a delicious taste with appealing aesthetics.

A 48-hour premium itinerary launched this year integrates lifestyle aesthetics throughout the journey. Visitors start at the Xixiaolu morning market to taste sweet fermented rice wine and fennel beans, then photograph traditional scenery at Tishan Bridge. Mini gift sets of Kuaiji Mountain yellow rice wine and handcrafted celadon tea sets are also available.

To improve convenience, some experiences allow reservations in Japanese. Major attractions provide Japanese-language signs, and certain homestays offer yukata, tatami rooms, and Japanese-style breakfasts. Travelers can book their full itinerary, from accommodation to activities, through platforms like Ctrip, enjoying a seamless journey through Shaoxing's lifestyle aesthetics.

View of one of the 48 Hours in China Shaoxing Inbound Tourism routes. [Photo provided to ezhejiang.gov.cn]