An aerial view of the Jiaxing leg of the 2025 Zhejiang Provincial City Basketball League held in Jiashan county, Jiaxing. [Photo/WeChat account: jxfabu]
The Jiaxing leg of the 2025 Zhejiang Provincial City Basketball League, or ZheBA, erupted in passion as amateur athletes from eight regional teams battled for hometown pride on July 12 and 13.
Amid deafening cheers and thunderous chants, the league's influence has extended far beyond the court, triggering the city-wide cultural and economic wave.
During the halftime breaks of two games, traditional and modern arts merged: a rice-field ballad was performed with modern rhythms in Jiashan county, while a golden dragon — symbolizing intangible heritage — wove across the court in Nanhu district.
The league has transformed Jiaxing's basketball arenas into places of cultural celebration. Teams represented not just regions, but also signature local produce — like Nanhu's water chestnuts and Pinghu's watermelons — amplifying local brand exposure.
Marketplaces outside venues were just as lively. From Xiuzhou's "Xiu Time" food market to Jiashan's rural tourism and culture market, the games drew crowds, spending, and smiles.
Tickets priced at just 9.9 yuan ($1.38) got fans free shirts, flowers, rice, and local travel discounts. Businesses thrived — restaurants saw up to 40 percent more foot traffic, BBQ, and fruit searches doubled.
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