Shendang Town: A Cultural Renaissance in Zhejiang, China, Where Yu Hua’s Legacy Meets Immersive Tourism Experiences

Published on December 6, 2025

Shendang Town, located in Haiyan County, Jiaxing, in the eastern province of Zhejiang, is quickly becoming a symbol of China’s rural revitalisation. Shendang, the birthplace of renowned author Yu Hua, is combining its rich literary history with contemporary immersive tourism experiences. This charming town provides a rare glimpse into the intersection of culture, heritage, and economic development, as it strives to leave a lasting impression on both locals and visitors.

Shendang, known for its long history and natural beauty, has embraced the concept of rural revitalisation by providing visitors with authentic local experiences. These include visiting historical sites, interacting with cultural landmarks, and sampling the town’s unique cuisine.

The Yu Hua Connection: Literary Tours in Shendang

One of the main draws of Shendang Town is its association with Yu Hua, one of China’s most famous contemporary authors. Yu Hua’s early life in Shendang deeply influenced his writing, and his hometown is now becoming a pilgrimage destination for fans of his works. The town has launched the “Follow Yu Hua in Shendang” tourism route, offering a literary map that guides visitors through the locations featured in Yu Hua’s stories.

Benhu Old Street, also known as the hometown of Yu Hua, is central to this literary journey. This picturesque area, with its water alleys, ancient lanes, and stone bridges, allows visitors to step into the world Yu Hua described in his books. The historic district offers more than just sightseeing—there is a sense of immersion into the past, making it a must-see destination for anyone interested in both literature and local history.

Additionally, visitors to Benhu Old Street can dine at the famous Victory Restaurant, which appears in Yu Hua’s novel Chronicle of a Blood Merchant. The restaurant serves the signature dish of stir-fried pig liver and yellow rice wine, a combination that has become a local favourite. This connection to Yu Hua’s works is not only a tribute to the author but also enhances the town’s appeal as a cultural hub.

Shendang Brewery: A Heritage of Craftsmanship and Innovation

Shendang Brewery, established in 1887 as Taixing Brewery, is another key component of the town’s cultural revitalization. This historical brand, which boasts a rich heritage of brewing soy sauce and yellow rice wine, has successfully blended tradition with modern innovation. With over 1,000 large brewing tanks and 350,000 jars spanning over a century of history, the brewery has been a cornerstone of Shendang’s agricultural and cultural identity.

The brewery’s transformation into a modern landmark exemplifies how Shendang Town is balancing its heritage with the needs of contemporary society. Visitors can explore the brewery’s historical facilities, where they are guided through immersive tours that highlight the long-standing craft of fermentation. These tours reveal how the brewery is both preserving its traditional brewing methods and developing new, creative products that appeal to modern tastes.

Among the brewery’s most innovative creations is the white soy sauce ice cream, which has taken the town by storm. In its first year on the market, more than 150,000 servings of this unique dessert were sold, proving the success of Shendang’s creative approach to cultural tourism. Visitors can also enjoy other culturally inspired products, such as soy sauce-flavoured cookies, chocolate, and popcorn, all of which offer a distinctive taste of Shendang’s history.

Shendang Granary Cultural Industry Park: A Modern Cultural Space

In addition to its historic sites, Shendang Town is also focusing on developing new cultural spaces that serve as public hubs for the community. One such project is the Shendang Granary Cultural Industry Park, which opened in May 2024. Once an old granary dating back to 1955, the park has been transformed into a vibrant cultural space that combines bookshops, coffee shops, and exhibition spaces. Covering an area of 50 mu (3.3 hectares), the park has already attracted over 1.2 million visitors, a testament to its popularity among both locals and tourists.

The Granary Cultural Industry Park is designed to be a place where visitors can relax, learn, and enjoy the unique cultural atmosphere of Shendang. During peak seasons, especially around holidays, families from surrounding cities and provinces flock to the park, seeking entertainment and leisure. This development reflects the town’s ongoing efforts to promote its culture while offering a modern, attractive destination for tourism.

Maintaining Cultural Roots Amidst Modern Growth

Shendang Town’s commitment to maintaining its cultural roots while embracing modern tourism is evident in its continued investment in local heritage sites and attractions. According to local officials, Shendang’s appeal lies in its authentic blend of tradition and progress. While the town draws inspiration from successful nearby destinations such as Wuzhen and Xitang, it retains its own distinctive charm by focusing on the preservation and promotion of its unique cultural heritage.

Chen Bi, a member of Shendang’s Party committee, emphasizes that the town’s success in tourism is directly tied to its ability to honour its history. Highlighting the balance Shendang has struck between economic growth and cultural preservation is significant.

A Model for Rural Revitalization

Shendang Town provides a unique model for rural revitalisation that other towns in China and elsewhere can follow. Shendang’s economy is being revitalised while its rich cultural legacy is preserved by seamlessly blending literary heritage, cultural traditions, and modern tourist infrastructure. With its literary ties to Yu Hua, innovative brewery, and cultural parks, Shendang is redefining what it means to be a rural destination in the twenty-first century.

As Shendang attracts more visitors and expands its tourism offerings, it demonstrates the potential for rural areas to grow and thrive in the modern world while retaining the essence of their cultural identities.