Last week at a music festival in Urumqi, capital of the Xinjiang Uygur autonomous region, a woman and her partner caught curious glances as they moved through the crowd.

Amid pulsing beats and roaring cheers from festivalgoers, the couple, clad in wedding attire, did more than just enjoy the music as they officially registered their marriage and received their certificates right at the venue.

The romantic twist was made possible by a temporary marriage registry set up by the local civil affairs bureau, where several couples said "I do" that day.

"We had already planned to register soon," said the 31-year-old bride Yao Yuyang, radiant in her white gown. "This music festival happened to offer on-site registration, and one of my favorite bands was performing. So we thought, why not make it official right here?"

This was not an isolated case. Across many cities in China, registry staff are stepping out of traditional offices to connect directly with young people, catering to their desire for personalized and unique experiences, while also creating new business opportunities for the local economy.

At another music festival in Ningbo, Zhejiang province, in June, couples didn't just register their marriages; 10 pairs tied the knot in a group wedding ceremony. Meanwhile, Chengdu, Sichuan province, set up a registry atop Xiling Snow Mountain, more than 3,000 meters above sea level, where newlyweds exchanged vows amid rolling sea clouds and snowcapped peaks.

Such moves come after a policy shift in May, when China streamlined its rules to make it easier for couples, especially those working away from home, to register their marriages across regions. Local authorities have also extended marriage leave to take the stress out of wedding planning and give couples more time to enjoy a carefree honeymoon.

These incentive measures were rolled out amid a decline in marriage registrations in China. Official data shows that 1.81 million couples registered their marriages in the first quarter of this year, down 8 percent year-on-year. After a brief rebound in 2023, registrations fell again last year, reaching their lowest level since 1980.

Experts attribute the overall decline to a shrinking population of marriageable-age individuals, shifting attitudes toward marriage and financial concerns related to tying the knot.

In a country where tradition holds that marriage should precede childbearing, declining marriage rates have become one of the factors in falling birth rates, sparking growing public concern.

While tying the knot at a music festival may not dramatically boost marriage rates, it reflects a growing desire among couples to make their big moment more memorable, heartfelt and full of spark.

Similarly, a new travel trend with a matrimonial twist is gaining momentum, giving a boost to the burgeoning "sweet economy".

The scenic area of Sayram Lake, a lovers' paradise in Xinjiang, has rolled out a lifetime free entry policy for newlyweds who register their marriage there. On the morning of May 20, one of China's most romantic dates, eager couples lined up at the registry before sunrise.

The coastal city of Qingdao, Shandong province, is creating marriage-themed hot spots with a local flair, from a cruise ship home port to a beer museum. Since the beginning of this year, the number of couples married in Qingdao has soared, up more than 60 percent from 2024.Each year, around 200,000 couples take wedding photos in the city, with about 70 percent coming from outside the city.

"Qingdao's sweet economy is enjoying a powerful surge," said Wang Qiang, deputy secretary-general of the Qingdao wedding ceremony industry association, adding that the city will create more trendy attractions to draw newlyweds from across the country.

Lin Fangfei, associate professor at the School of Politics and Public Administration at Xinjiang University, believes that the sweet economy holds strong potential as it taps into people's desire for a more meaningful marriage and a richer life experience.

However, she cautions against excessive commercialization in building marriage-themed facilities, emphasizing the importance of conveying genuine sweetness and romance.

As one newlywed couple put it, they hope that years from now, they'll remember not just the thrill of receiving their marriage certificates, but also the vibrant sea of youthful energy that surrounded them that day.

Xinhua