On the evening of August 7, CCTV's Focus Report program turned its spotlight on Cangnan, a coastal town in Wenzhou, examining how the "Zhejiang BA" basketball event transforms on-site and off-site fan traffic into real economic gains.

Whenever the Cangnan team played at home, the stands echoed with unified cheers of "Nan Ge! Nan Ge!" This rallying cry from the basketball cheerleaders eventually created a city-wide identity and gave rise to a vibrant commercial street full of local flavor.

The Cangnan County government upgraded a temporary market into the "Nan Ge Street," featuring unified branding, management, and payment systems. The street includes sections for intangible cultural heritage snacks, creative products, and specialty displays from various towns. On the opening day of this year's Zhejiang BA, the street's revenue exceeded 300,000 yuan, with cumulative foot traffic surpassing 686,000 visitors, effectively converting spectators into consumers.

In May, the street began regular operations, opening on weekday evenings and all day on weekends, ensuring "themed events every month, activities every season, and excitement every session." A vendor selling intangible cultural heritage snacks noted, "Thanks to the Zhejiang BA and Nan Ge Street, we now prepare two to three truckloads of goods for each event. Sales have exploded, and many consumers place repeat orders online after matches." Local Cangnan delicacies like Fanshan meat swallow, Qiaodun knocking cake, and Xiaguan fish cake gained both immediate attention and lasting popularity here.

A representative from the Cangnan County Culture, Radio, Television, Tourism and Sports Bureau stated that the county has integrated the "Nan Ge 168 Golden Coast Tourism Route" and launched a "Million Summer Cultural Tourism Consumption Discount Package." Visitors can enjoy free scenic spots and hotel discounts by presenting match tickets or transportation receipts, effectively using "one ticket to link mountains and seas."

Data shows that in 2025, Cangnan's revenue from the restaurant industry reached 613 million yuan, up 29.1% year-on-year; accommodation revenue hit 119 million yuan, up 20%; and overnight visitors totaled 6.326 million, a 25.5% increase, the fastest growth rate in Wenzhou City.

Cangnan also upgraded over 80 public basketball courts and related facilities ahead of time, including building an air-supported basketball hall at a waterside sports park near the sports center. This venue serves as a training base for Zhejiang BA players and later supports public fitness activities, doubling local basketball participation rates.

During the first Zhejiang BA, Cangnan hosted the event with zero government fiscal investment, leveraging over 15 million yuan in social capital. This year, the county continues to deepen market-based operations, registering the "Nan Ge" trademark and developing cultural and creative merchandise, allowing event enthusiasm to solidify into city brand assets.

Professor Ye Jianqiang, from the School of Physical Education and Health at Wenzhou University, commented that from a single cheer inside the arena to the lively atmosphere on the street, Cangnan used a basketball game as a lever to unlock the city's consumer vitality and brand value. The rise of "Nan Ge" represents a county-level practical model of integrated "sports + cultural tourism + commerce" development, vividly illustrating the concept of "hosting one event to energize a whole city."