Flagship store of Binhai New Area Xinhua Bookstore

The exterior of Xinhua Bookstore's new Binhai New Area flagship store. [Photo/WeChat account: bhwlfb]

Xinhua Bookstore has opened a new flagship store in Binhai New Area, marking a new phase of diversified development for this time‑honored brand and setting a regional benchmark for the transformation of physical bookstores.

The interior of Xinhua Bookstore's new Binhai New Area flagship store. [Photo/WeChat account: bhwlfb]

The flagship store, located on the second floor north of the Tianjin Binhai New Area Library, is positioned as a "composite urban cultural living room" that integrates five functional areas: book sales, education services, reading experiences, cultural dissemination, and art interaction. 

The store's main sales area offers a wide selection of books, its art area displays creative products inspired by local Binhai culture, its cafe provides light refreshments in a cozy reading environment, and its most unique section, "Deer on Book Mountain", invites visitors to engage in woodblock printing, specialty stamping, and intangible cultural heritage experiences. A dedicated zone also showcases publications and cultural achievements related to Binhai New Area, serving as an important window for local cultural promotion.

Li Hujia, head of Xinhua Bookstore's Binhai New Area branch, said that, as a cultural symbol that has accompanied generations of residents, the store's transformation is a proactive response to trends in digital reading and evolving reader needs.