Cities across China have been embracing the ''event-driven economy'', using major sporting events to stimulate consumer spending and urban development. As a city with a century-old sports legacy, Qingdao is using this trend—especially in its central Shinan district.

From May 13 to 18, the Douyin Football Carnival took over Tiantai Stadium, drawing 52 teams and thousands of fans. This historic venue, built in 1933, has transformed into a modern hub combining professional sports, fitness, and tourism. During the event, visitors enjoyed more than football—Tsingtao Beer tastings, local cultural shows, and themed night markets created an immersive "watch by day, consume by night" experience.

This success is no accident. Shinan has long supported its "sports + consumption" initiative through policies, subsidies, and planning. Shopping malls hosted football-themed sales, while waterfront spaces and historic districts integrated seamlessly into the event narrative. These efforts reflect a broader plan to empower commercial areas and drive foot traffic through sports-driven experiences.

Beyond football, Shinan continues to host high-profile international events like the Clipper Round the World Yacht Race and ILCA World Championships, drawing elite athletes and boosting tourism revenue—over 2 billion yuan (approximately $280 million) in 2024 alone from sailing events.

By converting sports "traffic" into sustained value through tourism routes, local retail, and sports-themed experiences, Shinan district is redefining how events drive lasting economic and cultural growth. As the district continues to invest in event infrastructure and cross-industry collaboration, it's becoming a model for urban renewal through sports.