Zhejiang Expressway Service Areas Transform into "Check-in Spots" for Common Prosperity

Driving in Zhejiang, one might easily "miss" an expressway service area—not because it is inconspicuous, but because these areas have evolved far beyond their traditional roles of providing instant noodles, hot water and restrooms. Today, they have become popular check-in spots for tourists, integrating local specialties, intangible cultural heritage and cultural experiences, and serving as a new channel to boost rural revitalization and common prosperity. Xinhua News Agency reported that this transformation reflects Zhejiang’s innovative practice in converting traffic flow into wealth flow for rural development.

Inside Tonglu Service Area on the Hangzhou-Qianjiang Expressway, an aquarium, intangible cultural heritage mall, cultural station and local specialty hall create a miniature "poetic Jiangnan" scene. Local specialties and rural goodss take center stage, with a wide range of products including Tonglu’s intangible cultural heritage rice cakes, osmanthus wine from Muling Village, Jinhua ham and Wenzhou duck tongue, allowing passing drivers and passengers to take home "Zhejiang flavors" without leaving the expressway.

Tonglu’s transformation is not an isolated case. Ahead of this year’s May Day holiday, the "Zhe Yun Jiangnan Station · Seeking Good Products Along the Way" consumption season was launched simultaneously at 107 pairs of expressway service areas across the province. From Cangnan seafood and Tiantai cloud tea to Lanxi bayberries and Haining intangible cultural heritage creative products, a "common prosperity exhibition" relying on the province’s extensive expressway network is in full swing.

The upgrading of service areas is backed by precise inter-departmental collaboration. Led by the Zhejiang Provincial Department of Transportation, the initiative involves the Zhejiang Provincial Department of Agriculture and Rural Affairs, the Department of Culture and Tourism and the Department of Commerce. "Our core criterion for selecting agricultural products is ‘high quality’ and ‘distinctiveness’," a relevant person in charge of the Zhejiang Provincial Department of Agriculture and Rural Affairs said. A total of 177 "high-quality Zhejiang agricultural products" and 147 "good Zhejiang food products" have been selected to settle in the service areas.

State-owned enterprises play a key role in operation. Yu Yan, Assistant Manager of the Business Development Department of Hangzhou Communications Investment Group’s Hangqian Expressway Company, introduced that they have continuously optimized business formats, achieving brand-oriented, characteristic and diversified upgrading, with the brand occupancy rate of service areas exceeding 70%. "We offer free rent and utilities for temporary ‘common prosperity market’ stalls for farmers, who only need to bring their products and themselves," Yu added.

The service areas bring benefits to both brands and farmers. Ning Bochun, General Manager of Ningbo Shunxiang Wine Industry Co., Ltd., said their "Siming Hong" brand has expanded its reach through service area counters. "The service areas gather passengers from all over the country, serving as both a sales channel and a platform to showcase our brand culture," he noted. Pan Jiayu, person in charge of Tonglu’s "Liudao Yunlu" rice cake brand, said the temporary stalls let more passengers taste and remember "Tonglu flavors".

Xinhua News Agency reported that the transformation model is being replicated across Zhejiang, with each service area featuring local IPs—Tiantai Service Area highlights Tiantai cloud tea, Lanxi Service Area promotes Jinhua ham and Lanxi bayberries. This "service area +" model integrates government resources, enhances operational competitiveness and solves the "last mile" problem for agricultural products entering cities, laying a solid foundation for rural common prosperity.