Life Returns Gradually to Normal at ‘Jemaa el-Fnaa’ Square in Marrakesh

A general view of Marrakesh's famous Jemaa el-Fnaa square, June 25, 2012. Reuters/File Photo
A general view of Marrakesh's famous Jemaa el-Fnaa square, June 25, 2012. Reuters/File Photo
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Life Returns Gradually to Normal at ‘Jemaa el-Fnaa’ Square in Marrakesh

A general view of Marrakesh's famous Jemaa el-Fnaa square, June 25, 2012. Reuters/File Photo
A general view of Marrakesh's famous Jemaa el-Fnaa square, June 25, 2012. Reuters/File Photo

Wandering in the Jemaa el-Fnaa Square these days can prompt mixed feelings: fatigue after a health crisis that lasted for months and affected tourism worldwide, and cautious optimism about the potential end of the pandemic.

This popular square has become a major tourism hub in Marrakesh over the past decades.

A visit to the Red City for tourism and relaxation could not be complete without hitting the square, not only to enjoy its restaurants, storytellers, and snake charmers, but also to explore the old city, old souks such as ‘Souk Samarin’, and the historic landmarks including the ‘Bin Youssef School’, the Museum of Marrakesh, and ‘Almoravid Qubba’.

Following the global coronavirus outbreak, and the lockdowns and restrictions that paralyzed local travel and closed the borders, the square missed many of its visitors for the first time since its establishment. However, it seems everything is recovering these days, and so does the square, which is gradually reoffering its visitors relaxation, storytelling, good food, skilled craftsmen, heritage, and art.

Before the emergence of the virus two years ago, Jemaa el-Fnaa was the only square in Morocco, and maybe in the world, in which life wasn’t affected by cold winters or scorching summer heats, the World Cup or Olympics, or local and international events. Only the pandemic, and the restrictions the authorities applied to control the spread of the virus, forced Jemaa el-Fnaa to change its habits and give up its vivid ambiances.

The tourism turnout in Marrakesh, and the Jemaa el-Fnaa Square, didn’t return to pre-COVID levels yet. The pandemic heavily affected the industry, but the square’s visitors believe that this slow economic activity and the limited flow of tourists are much better than the harsh lockdowns. The most important thing now is that the world manages to overcome the virus, so the square can fully recover and lure more tourists from Morocco and abroad.

The beginning of the economic and tourism recovery in the square and the city has coincided with Ramadan.

Wandering in the Jemaa el-Fnaa Square during the holy month offers a unique experience with the Ramadan-related traditions and rituals that people can see across Marrakesh, considered among the top tourism destinations for people from various cultures.

The Holy Month of Ramadan forces Moroccans to change many of their daily habits, however, foreigners can still enjoy the city committed, as a global touristic destination, to meeting the expectations of its visitors of various religions, origins, and cultural backgrounds. Many restaurants and coffee shops keep their doors open during Ramadan, and Jemaa el-Fnaa Square keeps providing its daily services and entertaining activities in the same rhythm.



Monsters and Memes: Labubu Dolls Ride China Soft-power Wave

Labubu dolls on display at the Pop Land theme park in Beijing. Pedro PARDO / AFP
Labubu dolls on display at the Pop Land theme park in Beijing. Pedro PARDO / AFP
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Monsters and Memes: Labubu Dolls Ride China Soft-power Wave

Labubu dolls on display at the Pop Land theme park in Beijing. Pedro PARDO / AFP
Labubu dolls on display at the Pop Land theme park in Beijing. Pedro PARDO / AFP

Small, fuzzy and baring sharp teeth, Chinese toymaker Pop Mart's Labubu monster dolls have taken over the world, drawing excited crowds at international stores and adorning the handbags of celebrities such as Rihanna and Cher.

Beijing-based Pop Mart is part of a rising tide of Chinese cultural exports gaining traction abroad, furry ambassadors of a "cool" China even in places associated more with negative public opinion of Beijing such as Europe and North America, said AFP.

Labubus, which typically sell for around $40, are released in limited quantities and sold in "blind boxes", meaning buyers don't know the exact model they will receive.

The dolls are "a bit quirky and ugly and very inclusive, so people can relate", interior designer Lucy Shitova told AFP at a Pop Mart store in London, where in-person sales of Labubus have been suspended over fears that fans could turn violent in their quest for the toys.

"Now everything goes viral... because of social media. And yes, it's cool. It's different."

While neighboring East Asian countries South Korea and Japan are globally recognized for their high-end fashion, cinema and pop songs, China's heavily censored film and music industry have struggled to attract international audiences, and the country's best-known clothing exporter is fast-fashion website Shein.

There have been few success stories of Chinese companies selling upmarket goods under their own brands, faced with stereotypes of cheap and low-quality products.

"It has been hard for the world's consumers to perceive China as a brand-creating nation," the University of Maryland's Fan Yang told AFP.

Pop Mart has bucked the trend, spawning copycats dubbed by social media users as "lafufus" and detailed YouTube videos on how to verify a doll's authenticity.

Brands such as designer womenswear label Shushu/Tong, Shanghai-based Marchen and Beijing-based handbag maker Songmont have also gained recognition abroad over the past few years.

"It might just be a matter of time before even more Chinese brands become globally recognizable," Yang said.

TikTok effect

Through viral exports like Labubu, China is "undergoing a soft-power shift where its products and image are increasingly cool among young Westerners," said Allison Malmsten, an analyst at China-based Daxue Consulting.

Malmsten said she believed social media could boost China's global image "similar to that of Japan in the 80s to 2010s with Pokemon and Nintendo".

Video app TikTok -- designed by China's ByteDance -- paved the way for Labubu's ascent when it became the first Chinese-branded product to be indispensable for young people internationally.

Joshua Kurlantzick from the Council on Foreign Relations (CFR) told AFP that "TikTok probably played a role in changing consumers' minds about China".

TikTok, which is officially blocked within China but still accessible with VPN software, has over one billion users, including what the company says is nearly half of the US population.

The app has become a focus of national security fears in the United States, with a proposed ban seeing American TikTok users flock to another Chinese app, Rednote, where they were welcomed as digital "refugees".

A conduit for Chinese social media memes and fashion trends, TikTok hosts over 1.7 million videos about Labubu.

Labubumania

Cultural exports can "improve the image of China as a place that has companies that can produce globally attractive goods or services", CFR's Kurlantzick told AFP.

"I don't know how much, if at all, this impacts images of China's state or government," he said, pointing to how South Korea's undeniable soft power has not translated into similar levels of political might.

While plush toys alone might not translate into actual power, the United States' chaotic global image under the Trump presidency could benefit perceptions of China, the University of Maryland's Yang said.

"The connection many make between the seeming decline of US soft power and the potential rise in China's global image may reflect how deeply intertwined the two countries are in the minds of people whose lives are impacted by both simultaneously," she told AFP.

At the very least, Labubu's charms appear to be promoting interest in China among the younger generation.

"It's like a virus. Everyone just wants it," Kazakhstani mother-of-three Anelya Batalova told AFP at Pop Mart's theme park in Beijing.