Xi'an has welcomed the first Northwest China location of "Farmer Mr. Liu," an innovative park-style fresh food market. 

Farmer Mr. Liu's captivates visitors with its immersive design: a ceiling adorned with peach blossoms and floor-level scenes of a babbling brook beneath a small bridge. This unique aesthetic has proven to be a powerful attraction, drawing numerous customers to the store.

Farmer Mr. Liu's appeal lies in three pillars: convenient community locations, high-value fresh food, and a distinctive "park-style" environment that creates a fresh consumer experience.

Ahead of the National Day holiday, Xi'an has welcomed a wave of "first stores"—from renowned brands in catering, fashion, and outdoor gear. They are creating new, diversified consumption scenes and energizing the city's commercial landscape.

Customers shop at the first store in Northwest China of SUPER RARE, at Xi'an Saga International Shopping Center. 

(Photo by Zou Jingyi, Xinhua)

Since its opening at the end of September, SUPER RARE, which focuses on operating celebrity IPs, trendy toys and anime peripherals, has quickly become a fashionable check-in spot for young people.

Customers shop at Xi'an Saga International Shopping Center. 

(Photo by Zou Jingyi, Xinhua)

According to Wang Xitong, Director of Investment Promotion at Xi'an Saga International Shopping Center, a successful "first store" focuses on core consumer needs through enhanced experiences, not just products. The nearly 50 such stores introduced this year have optimized the mall's business format and driven significant customer conversion. The success was evident during the National Day holiday, where queues at over 30 light catering first stores helped quadruple foot traffic on their floor.

In the first half of 2025, Xi'an attracted 110 new first stores and hosted 55 premiere events, according to WinShop Big Data. These exclusive openings—from store debuts to exhibitions—are concentrated in popular malls, unlocking sustained economic benefits for the city.

The "first-store economy" is revitalizing Xi'an, transforming traditional business districts and creating immersive culture-tourism-commerce hubs. By shifting focus from mere commodity sales to experiential innovation, it is unlocking new holiday consumption scenes and injecting fresh vitality into the ancient capital.