CHONGQING — When Xu Chenxu was looking for a shop that went viral on social media recently in Chongqing, he was sent into an old residential compound by his navigation software.

"I was wondering if I had gone the wrong way," said the tourist, adding that he was confused by the unexpected location of the popular store.

Shops tucked away in residential areas are becoming more common in the city, as they offer a more unique and personalized experience compared to the typical mall.

From vintage toy shops to niche bookstores, these hidden gems are drawing visitors in search of an experience and are transforming old compounds into thriving hubs.

The shop Xu was looking for, Dream Box, mainly sells vintage toys and souvenirs. It is located in Jiazhou Garden, one of the first residential compounds in Chongqing with towers.

For many residents, these old compounds capture the hustle and bustle of the city.

"Here was a normal and even somewhat decrepit compound from the outside, but the shop pleasantly surprised me," Xu said, adding that inside, it felt like being in a fairy-tale world.

"Unlike monotonous chain stores in shopping malls, compound shops stand out for their unique features, as owners make them look the way they want," said 25-year-old shop owner Ouyang Haoran.

Ouyang and her friends have been collecting vintage toys for many years, and in 2021 they opened the shop to share their interest with others. The store later became a popular destination on Xiaohongshu, a lifestyle app, with one of the founders' accounts gaining over 50,000 followers.

Lei Tianming, a visitor from Anhui province, said that visiting these shops is more like exploration and quite different from the experience of going to a mall.

"The different styles inspire a sense of wonder, and shoppers don't feel bored," Lei said.