The temperature in Jinan, the capital city of Shandong province, plummeted to — 10 C on Jan 20 — the beginning of the Major Cold solar term.

Residual snow clung to roadsides, and the bitter cold nipped at people's cheeks, turning every breath into a wisp of white mist. It was the coldest day in the city this winter.

Yet by 7 am, the Liubu rural market was sizzling with life. Large iron woks hissed as vendors stir-fried millet flour, a local specialty, and several buyers lined up for niangao glutinous rice cakes.

In the crowd, young people in trendy down jackets and armed with cameras cluttered the century-old market.

"I searched which rural market is open today on Douyin and saw Liubu, so I drove over," said Sun, 25, who traveled for over an hour from Jinan's Shizhong district. "It's freezing after the snow, but I wanted to feel this sense of daily vitality,"Sun said.

Experiencing this market vitality — characterized by plumes of steam, strong aromas, and lively banter — is being pursued by more and more young people nationwide.

As Chinese New Year draws near, Liubu has been attracting more than 30,000 visitors on market days, with the number of young people growing, said Wen Xinran, a Liubu subdistrict office staff member.

Liubu market's overhaul has been comprehensive. "The government invested in these renovations. For instance, the pavers melt snow quickly and don't hold water," said Wen from the Liubu subdistrict office, pointing to the brick-paved ground of the market.

Since 2017, local authorities have spent over 7 million yuan on greening, paving and dividing Liubu market into separate food, crafts, and fresh produce zones. Last year, they added a basketball court, a football field, and a tennis court next to the market.

"Our goal is to turn the market from a mere trading place into a complex where you can shop for snacks, try traditional crafts, play sports with friends, view nearby scenery and stay at a nearby homestay. It's about integrating food, accommodation, travel, shopping, and entertainment," said Wen.

A stall of candied hawthorn skewers is seen at a rural market in Jinan, Shandong province, on Jan 17. [Photo by Fang Yingjie/China Daily]