Storyline Nostalgia wins over Chinese shoppers In China, nostalgia is driving a new wave in consumer spending as malls reimagine themselves as hubs of emotional and cultural reconnection. At a shopping center in downtown Beijing, a dedicated zone has been set up to recreate the vibrant vibes of the 1970s and '80s. From retro décor and snacks to live performances of classic songs, the space transports visitors back in time, drawing crowds eager to snap photos and relive childhood memories. Shopper: "Right in the heart of the mall, you come across this totally different vibe all of a sudden. It's super attractive." Shopper: "I've actually used all these things. I was born in 1960. And I’ve brought my grandson along to see it all." According to the mall's operator, the retro-themed area has helped attract droves of young consumers, in particular, thanks to its deep emotional pull and photogenic charm. Liu Xin, director, retro-themed zone of shopping center: "Young visitors now make up 30 to 40 percent more than in the past. We revamp the retro zone every six months and have added temple fairs, old-song gatherings, and intangible cultural heritage experiences to boost interactive time in the mall." According to data from market consultancy group iiMedia Research, China's nostalgia economy is projected to surpass 83 billion U.S. dollars by 2030. [Restrictions: No access Chinese mainland]