The Western Hangzhou Yintai City shopping mall in Gongshu district of Hangzhou was packed on Aug 17 with fans of the hit novel seriesTime Raiders.

They'd traveled from across China to celebrate in the story's birthplace.

As the main venue of the event, the shopping mall witnessed fans lining up for hours to collect limited-edition stamps, merchandise and interactive experiences.

Shops reported booming sales, with themed jewelry alone generating millions of yuan. Some families, spanning three generations of readers, joined together to mark the occasion.

First launched in 2015 — on the 10th anniversary of the novel's fictional "10-Year Promise" — the festival has since grown into a nationwide fan pilgrimage.

This year, events extended into Hangzhou's historic Qinghefang Street scenic area, which transformed into a world with cosplay, themed pop-up stores, immersive exhibitions and a nighttime projection mapping show on the local Drum Tower.

The celebration also boosted local business. Western Hangzhou Yintai City reported daily sales surging by up to 20 percent, while Qinghefang's cultural and creative shops saw revenues soar by 185 percent.

Backed by Hangzhou's new commercial policy that integrates cultural brands with tourism and retail sales, the celebration has become a model for turning fandom into cultural tourism and consumption power.