Page 88 - JCAU-7-3

Journal of Chinese
Architecture and Urbanism Anthropological observation of Lizhuang

Figure 3. The performance of the Grass Dragon Dance in Lizhuang
Source: Photo by the Secretary of Culture Center of Cuiping district, Yibin city (2019).

mass media influences, and the prioritization of efficiency Tourist-generated social media posts reinforce this
and structure over local identity. Based on this framework, sentiment, noting that the atmosphere of Moonfield scenic
the causes of placelessness in Lizhuang can be categorized area closely resembles that of the water town of Wuzhen,
into four key aspects: homogenization of architectural substantially diluting Lizhuang’s distinctive cultural image
styles, inauthentic attitudes, mass media influence, and and its historical association with the Yangzi river. Despite
changes in community education and atmosphere. opposition from the Committee staff, they have little
control over the branding strategies of Yibin Cui Tourism
4.1. Homogenization of architectural style Investment Group Co., Ltd., which has actively promoted

Placelessness in Lizhuang is most evident in the Moonfield Lizhuang using the Wuzhen model – intensifying the
scenic area, where architectural homogenization and homogenization of both architectural style and tourism
disorderly development have altered the town’s cultural marketing.
authenticity. The design, lighting, and landscape elements “Saying it’s like Wuzhen might attract attention,
of the Moonfield scenic area were created by a private but I work in Lizhuang and hope it stays unique.”
design group with a broad, all-encompassing approach. (GW08)
Although some southern Sichuan architectural elements “We do not support the idea that Lizhuang is
were retained, the widespread imitation of Wuzhen’s water- ‘Yibin’s Wuzhen’ because Lizhuang has its own
town esthetic has failed to represent Lizhuang’s unique unique characteristics. We want to discourage
local culture. As a result, both local residents and tourists people (tourists) from making such comparisons.”
perceive the Moonfield scenic area as disconnected from (GW09)
Lizhuang’s historical and cultural identity.
The homogenized architectural style of the Moonfield
“I think the Moonfield scenic area doesn’t feel like scenic area is now spreading into Lizhuang’s core area.
a part of Lizhuang at all – it looks more like a large Historical temples have been demolished to make way for
commercial complex. Even as a local, I still feel souvenir stores, and the historic opera house along the
strange.” (LZ16) Yangzi river is also being dismantled. These renovations
“The Moonfield scenic area has changed threaten Lizhuang’s traditional architectural heritage,
significantly. The old buildings in the core area pushing the town toward two critical choices: complete
are completely different from what they used to reconstruction in a foreign style or total redevelopment.
be.” (YK15) The increasing presence of homogenized buildings

Volume 7 Issue 3 (2025) 9 https://doi.org/10.36922/jcau.4876