Storyline Young Chinese embrace 'olden days' through vintage books, vinyl records Amidst a wave of nostalgia-fueled consumption in China, vintage items like old books and vinyl records are becoming new coveted collectibles for young people. One old bookstore in southwest China's Chengdu City featuring wooden window lattices and weathered tables is attracting a steady stream of young people with more than ten thousand old magazines, comic books, and textbooks. Consumer: "It really surprised me - it's a whole different world inside. When I was a child, I used to flip through my dad's comic books and often read things like these. Nowadays, they're pretty much impossible to find, so seeing them again is really interesting." Elsewhere in the city, nostalgia shopping is breathing new life into another store dedicated to old audio and video collectibles. Vinyl records, CDs and cassette tapes from different decades line the shelves, drawing clientele born in the late 90's or early 2000's. Gao Ruiting, Audio-video shop owner: "When I first opened the store, about 80 percent of the customers were older. Young people were rare. Now it's the opposite. More and more young people are falling in love with this kind of music." 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]