China Counts On Hot Summer Nights To Spur Consumer Spending

As Chongqing swelters through its hottest month of the year, it is turning to its balmy nights to boost consumption.

- Aw Cheng Wei

CHONGQING -

Beer festivals, night markets and even watermelon-eating contests are being held around China's largest city after sunset to encourage residents and tourists to loosen up – and loosen their purse strings too. Watermelons are a popular fruit in China that help with hydration amid the seasonal heat.

Chongqing resident Lu Meiqi, 27, who was shopping at 9pm on a weekday evening at Yangjiaping Pedestrian Street, told The Straits Times that she was "excited to step out of her home after being cooped up the entire day".

"I don't have air-conditioning at home so being out and enjoying the new night-time activities is actually quite comfortable. It is just too hot to go out in the day," added Ms Lu, a shop assistant who was out on her day off.

Chongqing is one of China's hottest cities, where daily temperatures have been hitting 40 deg C and higher. The lowest reported temperatures, usually occurring in the evenings, range in the mid-30s.

Around Ms Lu, elderly people were warming up for their public square dances and clearing their throats for karaoke sessions – activities that typically take place in the day during the other seasons. Construction work, too, has been moved to after sunset.

Chinese policymakers want more people like Ms Lu to head out and hopefully spend money in a move to buffer the economy from sluggish growth and potential shocks from an ongoing trade war with the United States.

Cities around the country have pledged to grow their "night-time economy" – a term used to describe activities and spending that take place between 6pm and 6am.