Recently, Wanda Plazas in Changchun, Nanchang, Rizhao, and other cities, together with in-house merchants and cross-industry resources, launched youthful and fun competitions such as pillow fights, slipper-throwing contests, and “date-rubbing” challenges. Through highly participatory and interactive immersive settings, the events enriched citizens’ summer leisure life and continuously stimulated summer consumption vitality.