I’m wondering what the significance of this enterprise is in the general China scheme of things. Back when it were all fields you could divide western visitors to China fairly neatly down a business/backpack divide; the backpack category including most academic folk and any and all sorts and conditions of adventurers. That in turn fed into an idea that China was a social frontier for westerners, which lent a certain sort of credibility to questions over the sustainability of how China did things. In fact, the whole gold rush after 1992 was freighted with the notion that all visitors to China were evangelists of a kind, inviting the locals to bathe in their warm, democratic glow.
Anyway, you went to China to do specific things, or you went there to find things to do in order to stay in China. Now Beijing seems to have become integrated into the global hipster circuit, and/or people who have brief cultural business in the capital and who want a comprehensive steer. Assuming this venture succeeds, a market has delivered its verdict. People who appear in paid media are going to Beijing on a regular basis; so are people who are paid to produce that media, or who know people who do, and are happy to talk about what a wonderful time they had, because Beijing is a place where you can enjoy bespoke service. The upholsterers have moved in. At a certain level, China is in the fold in a way that it wasn’t a few years ago.