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The correct way to open this weekend is to compete with a stranger in the third blast furnace of Shougang Park.

 

On October 24th, a special interactive exhibition was held in the third blast furnace of Shougang Park in Beijing, attracting many visitors: some people collaborated with people with completely different interests to write together; Someone accidentally met Aunt Pantou and had an exaggerated new hairstyle; Some people even queued up to receive a brick and created it into a new exhibit for more people to visit - this industrial space transformed from an old blast furnace has become a gathering place for the general public and users of Xiaohongshu this weekend.

 

This is the first day of the "Big City, Small Gathering" urban theme event on Xiaohongshu. Starting from October 24th, the one week "Big City Small Gathering" will be held in and around Shougang Park in Beijing, covering four major sections: interactive exhibitions, markets, music festivals, and offline exchange meetings. It is reported that this is also the first large-scale city themed event held in Beijing since the establishment of Xiaohongshu 13 years ago.

 

The person in charge of the "Big City Small Gathering" event on Xiaohongshu stated that Xiaohongshu has always encouraged users to discover and share the beauty in their lives. I hope more citizens and users can come to Shougang Park in autumn to experience the beauty of life and turn online encounters into offline gatherings. It is reported that before the start of the event, the preheating content had been exposed on the Xiaohongshu website by nearly 100 million people, with over 20000 participants signing up.

 

 

 

The interactive exhibition event of "Big City, Small Gathering" was held at the third blast furnace of Shougang Park.

 

Landing in the 'Big City': A Gathering in Beijing from Online to Offline

 

When they learned that "Da Cheng Xiao Ju" was recruiting merchants for the "Ju Yi Ju" market, Zhizhi Island Bookstore immediately registered. Bookstore manager Zhang Siqi said, "The bookstore's account on Xiaohongshu has received a lot of feedback and suggestions from users, which has given us a lot of operational inspiration. I really hope to get to know them offline and have a good chat

 

The motivation for creators, users, and businesses to gather offline is also the original intention of the "Big City Small Gathering" event. The person in charge of the "Big City Small Gathering" event stated that the content happening in the Xiaohongshu community is essentially a projection of real-life scenarios, and offline is also a natural extension of the Xiaohongshu community. Xiaohongshu has always encouraged users to go offline and embrace real life. This event also hopes to take people from the screen to the real world, from watching others' lives to participating in and creating their own lives, so that the interest and inspiration inspired by online communities can become the starting point for more beautiful lives in reality

 

According to data from Xiaohongshu, since 2026, more than one tenth of the daily notes posted by Xiaohongshu users contain POIs. More and more users are actively marking locations in their notes, anchoring online content to real city locations.

 

 

 

Visitors with children build model cities using plastic bricks at the "Big City, Small Gathering" interactive exhibition site.

 

The event organizer also stated that Beijing is one of the cities with the richest content on Xiaohongshu, and the event has designed Beijing elements such as the "In the Park" photography exhibition, Quanjude's characteristic roasted sweet potatoes, and the "Beijing Rising C" choir to make the event closer to Beijing citizens.

 

The "Big City Small Gathering" event has four sections. From October 24th to 25th, the "Our City Gathering" themed interactive exhibition, the "Gathering" market, and the "Time Passes Us" music festival will be held one by one in Shougang Park.

 

On the evening of October 24th, the "Time Passes Us" music festival will be held on the outdoor center lawn of Shougang Park. Musicians such as Wang Feng, Chen Jingfei, Man Jiang, and Dai Peini will perform on stage. The opening of the music festival is a 60 member amateur choir called "Beijing ShengC". The members of the choir write code, design, and teach during the day, and gather together to sing on weekends. They have been singing for many years. This music festival is also a part of the 2026 Shougang Garden International Drama and Art Festival, known as "Watching Beijing with a Big Play".

 

From October 26th to 30th, "Big City Small Gathering" will also hold four offline exchange meetings in the "City Reception Room", inviting professionals from the fields of city, culture, economy, education, etc. to engage in exchanges through sharing, discussions, and workshops. Observations and experiences from different fields will collide on-site, extending discussions about cities and life from small red books to offline.

 

Moving into the Three Highs Furnace: Xiaohongshu Community is within reach

 

In the eyes of creator Sun Haoqing, the "Our City Gathering" themed interactive exhibition held at Shougang Third Blast Furnace from the 24th to the 25th is like a miniature version of the Xiaohongshu community offline. Creators from various fields are neighbors to each other, where user sharing, excellent works, and popular gameplay and trends in the community converge

 

The time corridor area at the entrance of the interactive exhibition showcases the highlights of life shared by ordinary users on Xiaohongshu; In the simulated scene of Beijing Park in the center of the urban roaming area, the elephant slide and the details of the "In Beijing" series of hutongs also come from the real records of users on the site. Many seemingly ordinary life scenes have taken on different appearances due to the observation and creation of their creators.

 

 

 

Visitors leave comments in the "Treasure Comment Area" of the "Big City Small Gathering" interactive exhibition, where children and adults exchange their thoughts.

 

Sun Haoqing brought the art installation "Push Pin Project". On his booth, there are six tables and chairs in the shape of pushpins modified with winding reels. This set of devices was originally designed for students and parents squatting on the roadside eating in rural primary schools. Sun Haoqing posted a video of the renovation on Xiaohongshu, which sparked a heated discussion among netizens. This time, he brought the scene restoration into the Three Blast Furnace and even "brought the comment section into the exhibition hall": during the exhibition, he sat on a chair and chatted with the audience about public art topics "as he went.

 

Creator Zhang Liping brought 420 blue cement bricks to an interactive exhibition, and on Xiaohongshu, her video of drawing bricks into books received a lot of attention. At the interactive exhibition, she brought a brush and paint to teach visitors how to make "brick books" on site. Our ordinary lives are often as simple as green bricks, but if you paint the colors in your heart, you will find that life is not lacking in warmth and color

 

The new trends in life are also popular and amplified on Xiaohongshu, and this time they have also moved into three blast furnaces: literary bars, hacker toy factories, and folk small competitions... Visitors can write down small things around them in the literary bars, or invite new friends to participate in a hulu or hoop competition in the folk small competitions. Outside of the exhibition, impromptu street photography, independent bookstores, and hair salons, which are part of the daily life of the city, are also incorporated into the flow, allowing visitors to "encounter" them while walking.

 

 

 

Visitors participate in the "Folk Competition" ring competition at the "Big City Small Gathering" interactive exhibition site.

 

Compared to regular static exhibitions, this interactive exhibition is easy to explore and fun, like strolling through a city, constantly encountering new things and interesting people, "said the on-site visitors.

 

The curator of "Our City Gathering" stated that the online community gathers creativity inspired by real life, and the interactive exhibition brings the online community into the third blast furnace. Online browsing and resonance have become face-to-face appreciation and communication here, hoping that more citizens and users can gather at Shougang Park.

 

'Growing Out' Market: Nearly Half of the Merchants on Site Grew Up from the Little Red Book Community

 

At noon on the 24th, nearly 100 stalls filled the south square of Shougang Park's blast furnace. People flocked to the market, and many stalls lined up in front of them. People are trying on various types of velvet flowers in front of the Beijing velvet flower stall. A circle of young people are gathered next to the poetry board game, piecing together sentences. Seven or eight customers are waiting to take photos in front of the mobile photo studio stall, and the air is still filled with the aroma of roasted sweet potatoes. There are few shouting and selling sounds in the market, but more voices of people communicating and laughing when meeting friends.

 

The person in charge of the "Juyiju" market introduced that nearly half of the vendors who participated in the market were small and medium-sized authors and merchants who grew up in the Little Red Book community. Their business grew out of the community, and this time they specifically came offline to showcase and sell products while also meeting and communicating with users.

 

 

 

The "Big City Small Gathering" market event located in Shougang Garden South Square is crowded with people.

 

Zhang Jiaqi, the principal of "Doudou Paper Cuttings National Style Jewelry", is the inheritor of Paper Cuttings, an intangible cultural heritage in Fenyang, Shanxi, and has done Internet design for many years. In 2024, she resigned to start her own business and became a creator of Paper Cuttings. Her first Paper Cuttings heat shrinkable earring production video has won more than 4000 fans since the release of Little Red Book, and the comments are all about "how to buy". She started her Little Red Book store and designed a low saturation solid color series based on user suggestions, which later became a small hit at the Paris Expo. This time she brought her new product to the market for the first launch, "looking forward to meeting my friends who follow me online and offline.

 

PonPonLucky is another new brand that grew up in the Xiaohongshu community. The two organizers are designers by background and collaborated with non heritage masters to develop a fragrance formula. They blended the traditional fragrance beads with a strong medicinal feel into a lightweight scent that young people enjoy. Starting from the first note, user support and suggestions have accompanied this startup brand all the way. The new fragrance launched on the market, Xiangfang, took two to three months to readjust based on user feedback. They set up a fragrance experience area on site, where they can collect everyone's most intuitive feelings about the fragrance offline.

 

 

 

At the "Big City Small Gathering" market event, the time-honored brand Quanjude brings cultural and creative ducks.

 

Time honored brands are also joining in the fun. Quanjude and Xiaohongshu jointly set up a booth for "Little Sweet Potato Goes to Beijing for Roasting": not only did they bring cultural and creative ducks "good ducks" and "beautiful ducks", but they also designed limited edition roasted sweet potatoes and sweet potato milk tea for the market. Xu Jinbao, the person in charge of Quanjude Global City Avenue store, said that online customers can also see Quanjude's new product roasted sweet potatoes, but offline they can smell the aroma of roasted sweet potatoes and taste the sweetness of sweet potato milk tea, which will have a deeper feeling of revitalizing old brands. On the first day of the event, Quanjude booth prepared 300 roasted sweet potatoes for visitors to taste.

 

The market manager stated that in shelf e-commerce and offline supermarkets, consumers only encounter products; At the "Gathering" market, consumers and producers meet offline. I hope there will be more communication between consumers, creators, and businesses participating in the market, and more trust and emotional connections between them.

 

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