JIANGXIAOBAI JOYBOY Invites you to the Street to Spend the Mid-Autumn Festival
During Chinese Mid-Autumn Festival from September 14th to 15th, the second JIANGXIAOBAI JOYBOY Street Culture and Art Festival took place. This year it was run under the theme of “JOY IN EVERYTHING” and held at the Xing Hui Liang Jiang Art Business Center. The gathering spanned areas like graffiti, rap and street dance, providing casual entertainment as well as a stage for Chongqing’s youth culture.
The evolution of urban spaces in China gave birth to Chongqing’s local rap and graffiti scene aside other subcultures, also resulting in a rise of popularity. The JOYBOY event series will continue its collaboration with the Xing Hui Liang Jiang Art Business Center. With JOYBOY STREET, JIANGXIAOBAI wants to create a permanent space for new trends and local youth culture.
In order to provide consumers with a multi-dimensional experience, this year’s festival hosted the JOY IN POP-UP trend market, including personalized graffiti clothing, hand-painted shoe boxes, an American-style barbershop offering hair braiding and other forms of activities.
Li Long, the event organizer in chief, says that the JOY IN POP-UP market can meet the demand of many young people participating in urban subculture by offering all the in-vogue brands. Looking at the continuous visitor flow, this statement seems to ring true. The event hopes to attract all the major brands to settle in, thereby injecting more active trends into Chongqing youth culture.
And JIANGXIAOBAI’s trend culture extension JOYBOY doesn’t stop there. According to Li Long, JOYBOY built a communication platform around new youth culture, developing products such as trendy dolls or fashion apparel, and regularly hosting street dance, graffiti, and skateboarding activities. Amidst of all this, JIANGXIAOBAI is operating offline experience space JOYBOY CLUB. “We hope to create a new youth attitude by creating an online and offline client experience, so that young people can find confidence in different cultural fields.”
If you want to form a culture in one place, people there need to constantly cultivate it with love and understanding. In recent years, Chongqing’s street culture has gained a big boost, showing the modernization and openness of the so-called “mountain” city. JIANGXIAOBAI JOYBOY STREET will continue to pick up on the vitality and spirit of urban modernity and inclusivity, supporting the representatives of new youth culture.