Even if you've never been to Changsha, you've probably ‘browsed’ it on the internet many times. Changsha is a city of household name variety shows, endless Netflix brands, and sleepless nightlife, all of which make foreigners want to be in the middle of it all.

　　From Wenheyou to Jiefangxi, from Hunan TV to Cha Yan Yue Sai, from stinky tofu to flavourful shrimps, Changsha is a city that, in most people's eyes, is always buzzing, thriving, and alive with life.

　　This is a city of fire, hot traffic, hot topics, hot food, as if everywhere surging like a flame of enthusiasm. Changsha is a city of noise and joy, just like a childish child, born with fire, flourishing and happy.

　　The name of Changsha first appeared in the Western Zhou Dynasty, and since then the name and location of the city have remained unchanged for 3,000 years. The most popular theory about the origin of the name is that it is derived from the star name, which corresponds to the star of Changsha, a star attached to the 28th star, the square star, hence the name ‘Star City’.

　　The origin of the name of the star suggests the city's extraordinary destiny. The Mawangdui Han Tomb, the Four Sheep Square Zun, and the Yuelu Academy, all these ancient things reflect Changsha's bright culture in the past.

　　Today, Changsha is not only a mega-city with a population of more than 10 million, but also has many glittering identities, including the capital of new consumption, culture and entertainment, as well as the ‘top stream’ Netflix city in China.

　　In fact, Changsha was already a Netflix city even before the word ‘Netflix’ became popular, because Hunan TV is the most talked-about super-symbol IP in Changsha in the eyes of many people.

　　Since 2005, Hunan TV has continuously created various phenomenal variety shows that have dominated the screen in front of most of the country's people, and the rounds of entertainment fads set off by explosive variety shows such as Happy Camp, Supergirl, and Sisters Riding the Waves have made Changsha a mecca in the eyes of many stargazers.

　　∆ Hunan Radio and Television.

　　With the rise of the economy and constant consumption, Changsha has been officially labelled as a ‘Netroots City’, except that, compared to Netroots cities of the same generation, Changsha is different from Chengdu's bacchanalian laid-backness and Chongqing's magical scenery, and it relies more on the new consumer brands formed by eating, drinking and having fun.

　　It is said that there are two types of new consumer brands in China, one in Changsha and the other in non-Changsha, because Changsha people are very receptive to new things, which has led to the birth of many Netflix brands. In addition to Wenheyou, which has a queue of more than 50,000 people, there is also the milk tea brand Cha Yan Yue Shi, which ‘flies to Changsha just to have a cup’, and the yellow beef stir-fried in cooking smoke, which represents Hunan cuisine at the United Nations, to name just a few.

　　∆ Tea Yen Yue Shi.

　　In addition to the above Netflix brands, Changsha's homegrown ones alone include Three and a Half Tons, MoMo Dim Sum Bureau, Tiger's Head Bureau, Plate Woman's Place, and Snacks are Busy, etc. More than 20 new consumer listed reserve enterprises such as Lemon Quarter have emerged, and many ever-popular new consumer brands have been born, including Black Classics.

　　In Changsha, brands in the new consumer sector have been piling up ‘out of the circle’, and it seems to have become a place for new consumer brands to be born and incubated.

　　Of course, Changsha not only has local brands exporting Changsha's voice to the outside world, but also has notable achievements in terms of commercial maturity and innovative consumer scenarios. For example, Super Wenheyou creatively matches the taste of Changsha with nostalgic scenes, which brings people a sense of shock just from the landscape level, and the new model of catering+culture has also risen to prominence.

　　On the road of consumer innovation, Changsha is also a real provider of good brands and content, and the innovation gene continues in all corners of the city.

　　∆ Highly saturated colour schemes, boldly stroked fonts and neon lights form the fundamentals of Changsha's Netflix attractions.

　　In addition to consumer scenes such as Huangxing Road Pedestrian Street and Taiping Old Street, Changsha also has dozens of commercial projects poised to open every year, with the heat spreading all the way from the Wuyi shopping district in the east of the river to the west of the river.

　　Along with the opening of commercial projects, they bring many first shops and debuts as well as booming consumption power, which has become the main carrier for the improvement and upgrading of the quality of consumption in Changsha.

　　∆ Changsha's most ‘iconic’ shopping mall, IFS IFC, is a popular shopping and entertainment complex in Changsha, with a creative design that is popular among young people.

　　As you walk through the complex in Changsha, you can see the commercial displays produced by Eimage. These colourful LED screens not only enhance the spatial quality of the commercial complex, but also match the Changsha