民生民声丨从汉堡咖啡到手串萌宠，垂直市集点亮街巷烟火——行走在市集，“逛”出济南新潮流！Livelihood Voice - From hamburger coffee to cute pets, the vertical market lights up the streets and alleys - walking in the market, "strolling" out of Jinan's new trend!
傍晚的风掠过上新街的青灰砖墙，煎肉饼的焦香混着芝士的奶香漫过青石板路。“95后”市民小林举着刚出炉的厚牛堡，和朋友凑在暖黄灯串下拍照打卡——对她来说，周末约上好友逛一场主题市集，早已成了不用特意规划的固定休闲项目。
2026年以来，一批主打单品类的垂直主题市集在泉城街巷接连出圈，从汉堡节、咖啡嘉年华到手串市集、萌宠聚会，精准戳中不同圈层的兴趣点，既丰富了市民的日常休闲，也为这座城市添了更鲜活的青春气质。
小林是个不折不扣的“市集达人”，“五一”假期的上新街汉堡节，她连着几天都去报到。“以前想吃个特色手打汉堡，得跨半个城找专门的店。现在一条街摆开20多家摊位，从经典美式厚牛堡到创意海鲜虾堡，连外地的网红品牌都来了，一天尝两三种都不够。”拎着打包的限定款汉堡，她笑得眉眼弯弯，“老巷子里拍出来的照片也好看，逛吃拍照一条龙，周末过得特别充实。”
本土汉堡品牌摊主陈磊，对这场市集的热度感受更深。“‘五一’那几天煎炉就没停过火，一天能卖200多个汉堡，不少外地游客吃完还得打包两个带走。”在他看来，垂直市集比综合市集效率高得多：“奔着汉堡来的都是精准客群，不用费力气介绍，大家都是冲着品类来的，成交率特别高。”
这场“鳌跃上新汉堡节”依托上新街历史文化街区的文旅资源，把特色美食与老巷风貌深度结合，既给市民带来新鲜体验，也为百年老街引流聚气。
汉堡的烟火余温未散，咖啡的醇厚香气又在百年商埠漫开。5月启幕的济南首届国际泉水咖啡嘉年华，成了全市咖啡爱好者的年度盛事。家住历下区的独立咖啡师张冉，活动期间跑了三趟广智里街区。“一场市集集齐70多家品牌，从哥伦比亚的深烘醇厚到云南的日晒果香，一口气能尝好多款，还能跟摊主现场交流冲煮技巧。”她笑着说，自己还在专业杯测会上认识了好几个同好，现在约着每周一起探店。
这场咖啡嘉年华是济南商埠文化旅游季的核心活动之一，市中区依托百年商埠的文旅底蕴，打造“泉水+咖啡+商埠”特色IP，不仅引入国内外知名咖啡品牌，还配套举办世界咖啡师大赛济南分赛、咖啡文化沙龙，把单一的美食市集做成了兼具专业性与文旅属性的城市文化活动。
美食之外，兴趣垂直类市集更是精准击中了年轻人的社交需求。国风爱好者苏桐最爱龙湖济南西城天街的“漂亮手串节”，“线上买晶石摸不到质感，配色也容易踩雷，现场既能挑料子，还能让手作师傅当场改款，好几次碰到审美一致的姑娘，聊着聊着就成了朋友，现在还会约着一起逛市集”。养宠市民周泽则把萌宠主题市集当成固定“社交局”，带着自家柯基逛一圈，既能买鲜食、做美容，还能认识不少同片区的铲屎官，约着以后一起遛狗野餐。
的确，如今，垂直主题市集正成为全国Z世代最青睐的线下社交场景之一——不用刻意寒暄，不用强行找话题，只要走进同一场主题市集，仅凭共同的爱好就能自然破冰。相比于综合市集的杂乱与商业化，精准的兴趣标签、松弛的社交氛围，让垂直市集成了年轻人的“同好聚集地”。
垂直市集的遍地开花，离不开济南文旅部门的主动布局与扶持。2026年以来，济南市文化和旅游局联合商务、城管等部门推出“一街一特色”市集培育方案，鼓励商圈、历史街区结合自身定位打造差异化垂直主题市集，避免同质化竞争。一个个小而精的单品类市集，既盘活了街区闲置空间，也填补了细分消费的空白。
不用远走、不用耗时，在家门口就能找到契合自己爱好的小天地，这是很多济南市民最直观的感受。放眼全国同样如此，从成都的手作主题市集到厦门的滨海咖啡市集，从西安的汉服主题市集到上海的插画文创市集，全国各地正涌现出越来越多主打单一品类的垂直主题市集。不同于大而全的综合夜市，这些小而精的市集精准匹配细分消费需求，既激活了街巷活力，也成为各地促消费、聚人气的重要抓手。
原本承载着厚重历史的老街巷、传统商圈，因为这些年轻化的市集，慢慢长出了更潮、更有活力的新面貌。烟火气里裹着青春感，正是这座城市越来越动人的模样。
街角直播间
垂直市集激活消费活力
在厦门沙坡尾艺术西区，每月定期举办的咖啡主题市集早已成了城市文旅名片。每场市集只招募咖啡及周边商户，从精品咖啡豆、创意特调到手冲器具、咖啡文创，内容高度聚焦，吸引着全省的咖啡爱好者专程奔赴。据当地文旅部门数据，一场周末咖啡市集就能为片区带来超万人次客流，周边餐饮、民宿的客流量同步上涨三成以上，小小市集带动了整条街区的文旅消费链条。
西安的汉服主题市集则把传统文化与垂直消费结合得恰到好处。依托大唐不夜城、永兴坊等文旅场景，汉服市集只引入汉服租赁、古风妆造、非遗配饰、古风摄影等相关业态，游客逛一场市集就能搞定全套汉服出行体验。精准的品类定位不仅降低了游客的选择成本，也让市集成了文旅场景的配套延伸，有效拉长了游客的停留时间，带动了景区二次消费。
业内人士表示，垂直主题市集的走红，本质是城市消费从“有没有”向“精不精”的升级。用细分品类精准锁定客群，用特色内容激活街区空间，看似规模不大的小市集，正在成为城市消费升级与文旅融合的微小但坚实的抓手。
Z世代回音
市集成线下社交新载体
在杭州，一场只面向手账爱好者的垂直市集，每次开摊都能吸引上千名年轻人到场。从和纸胶带、印章素材到手作排版、拼贴分享，整场市集全是手账相关内容，爱好者们凑在摊位前交流种草，不用自我介绍就能聊得火热。不少参与者表示，平时身边同好不多，线上聊天总隔着一层，市集里面对面交换素材、分享心得，很容易就能交到志同道合的朋友。
武汉的古着爱好者，则把每月一次的复古市集当成固定社交局。整场市集只招募古着服饰、复古配饰、胶片机相关商户，年轻人穿着复古穿搭赴约，逛摊位、拍合照、交流vintage文化，市集更像是一场大型同好线下聚会。对他们来说，买东西只是顺便，和志同道合的人见面聊天、松弛社交，才是奔赴市集的核心意义。
有社会学者指出，Z世代的社交正在从“泛社交”转向“兴趣社交”，垂直主题市集恰好提供了天然的兴趣筛选机制。相同的爱好就是最好的社交货币，低门槛、无压力的氛围，既满足了年轻人的情绪价值需求，也让市集经济拥有了更持久的年轻生命力。(济南日报·爱济南记者：曹雅欣)
The evening wind swept over the gray brick walls of Shangxin Street, and the burnt aroma of fried meat patties mixed with the creamy aroma of cheese permeated the bluestone pavement. Post-95s citizen Xiaolin held a freshly baked Houniubao and gathered with friends under warm yellow lights to take photos and check in - for her, inviting friends to a themed market on weekends has become a fixed leisure activity that does not require special planning.
Since 2026, a number of vertical themed markets focusing on individual categories have emerged in the streets and alleys of Quancheng, from burger festivals and coffee carnivals to string markets and cute pet gatherings, accurately targeting the interests of different circles. This not only enriches the daily leisure of citizens, but also adds a more vibrant youthful atmosphere to the city.
Xiaolin is a true "market expert". During the May Day holiday and the New Street Burger Festival, she went to report for several days in a row. Before, if you wanted to eat a special handmade burger, you had to cross half a city to find a specialized store. Now there are more than 20 stalls on the street, ranging from classic American thick beef burger to creative seafood shrimp burger. Even popular brands from other places have come, and trying two or three of them in a day is not enough. "Holding the packaged limited edition burger, she smiled wryly." The photos taken in the old alley are also beautiful, and you can stroll, eat, and take photos all along. Your weekend was particularly fulfilling
Local burger brand vendor Chen Lei has a deeper sense of the heat of this market. During the May Day holiday, the frying pans never stopped burning. They sold over 200 hamburgers a day, and many out of town tourists had to pack two to take away after finishing. In his opinion, vertical markets are much more efficient than comprehensive markets: "Those who come to hamburgers are precise customer groups, and there is no need to go to great lengths to introduce them. Everyone comes for the category, and the transaction rate is particularly high
This "Aoyue Shangxin Hamburger Festival" relies on the cultural and tourism resources of Shangxin Street's historical and cultural district, deeply combining characteristic cuisine with the style of old alleys, bringing fresh experiences to citizens and attracting vitality to the century old street.
The lingering warmth of Hamburg's fireworks and the rich aroma of coffee continue to spread throughout the century old commercial port. The first Jinan International Spring Water Coffee Carnival, which kicked off in May, has become an annual event for coffee enthusiasts in the city. Zhang Ran, an independent barista living in Lixia District, made three trips to the Guangzhili neighborhood during the event. A market gathers more than 70 brands, from deep roasted and mellow in Colombia to sun dried and fruity in Yunnan. You can taste many varieties in one breath, and you can also exchange cooking techniques with vendors on site. "She smiled and said that she also met several like-minded people at professional cup testing meetings and now plans to explore the store every Monday.
This coffee carnival is one of the core activities of the Jinan Commercial Port Cultural Tourism Season. Based on the century old cultural and tourism heritage of the commercial port, the Shizhong District has created a unique IP of "Spring Water+Coffee+Commercial Port". It not only introduces well-known coffee brands at home and abroad, but also hosts the Jinan branch of the World Barista Competition and the Coffee Culture Salon, turning the single food market into a city cultural event that combines professionalism and cultural tourism attributes.
In addition to food, interest oriented vertical markets have precisely targeted the social needs of young people. Chinese style enthusiast Su Tong loves Longhu Jinan Xicheng Tianjie's "Beautiful Hand String Festival" the most. "You can't feel the texture when buying crystal stones online, and the color matching is also easy to step on lightning. You can choose materials on site and even have the craftsman change the style on the spot. I have met girls with similar aesthetics several times, and we have become friends while chatting. Now we even go to the market together. Chou Ze, a pet raising citizen, regards the cute pet themed market as a fixed "social bureau" and takes his own corgi for a stroll. He can not only buy fresh food and make beauty, but also get to know many feces removal officials in the same area and make an appointment to take the dog for a picnic in the future.
Indeed, nowadays, vertical themed markets are becoming one of the most popular offline social scenes for Generation Z across the country - without the need for deliberate greetings or forced topics, as long as you enter the same themed market, you can naturally break the ice based solely on common interests. Compared to the clutter and commercialization of integrated markets, precise interest tags and relaxed social atmosphere have integrated vertical markets into "like-minded gathering places" for young people.
The proliferation of vertical markets is inseparable from the proactive layout and support of Jinan's cultural and tourism departments. Since 2026, the Jinan Municipal Bureau of Culture and Tourism, in conjunction with departments such as commerce and urban management, has launched the "One Street, One Characteristic" market cultivation program, encouraging commercial districts and historical districts to create differentiated vertical theme markets based on their own positioning, in order to avoid homogeneous competition. Small and refined single category markets not only activate idle space in the neighborhood, but also fill the gap in segmented consumption.
The most intuitive feeling for many Jinan residents is that they can find a small world that suits their hobbies right at their doorstep without having to travel far away or spend time. Looking at the whole country, from handmade themed markets in Chengdu to coastal coffee markets in Xiamen, from Hanfu themed markets in Xi'an to illustration and cultural creative markets in Shanghai, more and more vertical themed markets focusing on a single category are emerging across the country. Unlike large and comprehensive night markets, these small and refined markets precisely match the needs of segmented consumers, activating the vitality of streets and alleys, and becoming an important tool for promoting consumption and gathering popularity in various regions.
The old streets, alleys, and traditional commercial districts that originally carried a heavy history have gradually grown into a more trendy and dynamic new appearance due to these youthful markets. The fireworks are filled with a sense of youth, which is the increasingly charming appearance of this city.
Street corner live streaming room
Vertical markets activate consumer vitality
In the Shapowei Art West District of Xiamen, the monthly coffee themed market has already become the city's cultural and tourism business card. Each market only recruits coffee and surrounding merchants, ranging from boutique coffee beans and creative specialties to hand drawn equipment and coffee culture and creativity. The content is highly focused, attracting coffee enthusiasts from all over the province to come specifically. According to data from the local cultural and tourism department, a weekend coffee market can bring over 10000 visitors to the area, and the passenger flow of surrounding restaurants and homestays has increased by more than 30%. The small market has driven the cultural and tourism consumption chain of the entire block.
The Hanfu themed market in Xi'an perfectly combines traditional culture with vertical consumption. Relying on cultural and tourism scenes such as Datang Night City and Yongxingfang, Hanfu Market only introduces Hanfu rental, ancient style makeup, intangible cultural heritage accessories, ancient style photography and other related formats. Tourists can get a complete Hanfu travel experience by visiting the market. Accurate category positioning not only reduces the cost of tourists' choices, but also extends the integration of cultural and tourism scenes in the city, effectively prolonging tourists' stay time and driving secondary consumption in scenic spots.
Industry insiders say that the popularity of vertical themed markets is essentially an upgrade of urban consumption from "having or not having" to "refined or not refined". By accurately targeting customer groups through segmented categories and activating block spaces with distinctive content, seemingly small-scale markets are becoming a small but solid lever for urban consumption upgrading and cultural tourism integration.
Generation Z Echo
Integrated offline social media platform in the city
In Hangzhou, a vertical market exclusively for account enthusiasts attracts thousands of young people every time a stall is opened. From paper tape and seal materials to typesetting and collage sharing, the entire market is filled with hand account related content. Enthusiasts gather in front of the booth to exchange ideas and chat passionately without introducing themselves. Many participants expressed that they don't usually have many friends around them, and online chatting is always separated by a layer. In the market, exchanging materials and sharing experiences across from each other makes it easy to make like-minded friends.
Wuhan antique enthusiasts regard the monthly retro market as a fixed social gathering. The entire market only recruits merchants related to vintage clothing, retro accessories, and film machines. Young people wear retro outfits to meet up, visit stalls, take photos, and exchange vintage culture. The market is more like a large-scale offline gathering of like-minded people. For them, buying things is just a side event, meeting and chatting with like-minded people, and relaxing social interactions are the core meaning of going to the market.
Sociologists have pointed out that the socialization of Generation Z is shifting from "pan socialization" to "interest socialization", and vertical themed marketplaces provide a natural interest screening mechanism. The same hobbies are the best social currency, with a low threshold and stress free atmosphere that not only meets the emotional value needs of young people, but also gives the market economy more lasting youthful vitality. (Jinan Daily · Love Jinan Reporter: Cao Yaxin)