JINJIANG: In the heart of Jinjiang, China, more than 130 historic buildings stand as reminders of over five centuries of local history.
But Wudianshi Traditional Blocks is not being treated simply as a place to look at old architecture. The heritage district in Fujian province is also being used as a setting for coffee and bakery festivals, cultural performances and even esports competitions - all part of an effort to keep the area meaningful to younger generations.
Its appeal begins with the buildings themselves. Redbrick walls and distinctive swallowtail roof ridges are hallmarks of traditional Minnan architecture, while ancestral halls and villas tell stories of migration and cultural exchange.
Some of the villas also incorporate Southeast Asian and European influences, reflecting the area’s historical links with overseas Chinese communities.
Bernama was part of a recent media trip to the district, which, according to a spokesperson from Wudianshi Traditional Blocks, aims to balance heritage with contemporary activities.
“There are the ancient houses to learn about Minnan architecture and culture. Then, during holidays or regular weekends, we hold many intangible cultural heritage performances or events combined with coffee festivals, bakery festivals and esports tournaments.
"These are all ways to attract young people," she said.
The approach is succeeding in drawing large crowds, with visitor numbers reaching between 50,000 and 60,000 a day during public holidays. The district is open to the public and admission is free.
Often described as a “living museum of architecture”, Wudianshi reflects the long history of Jinjiang while also showing how heritage spaces can continue to evolve.
Nearly one billion yuan has been invested in its development, with the spokesperson saying the aim is not based solely on commercial returns but also on social and cultural value.
The challenge, after all, is not only to preserve old buildings, but to give new generations a reason to keep walking through their doors.