Tourism: This is the most common modern context. Chinese and international tourists flock to famous 水乡, especially those near major cities like Shanghai and Hangzhou. People use the term when planning trips, recommending destinations, or describing their vacation photos.
Art and Media: The term is used to describe a specific aesthetic in photography, painting, and film. A movie set in a 水乡 instantly signals a historical, romantic, or nostalgic theme.
Marketing: Real estate developers often name modern apartment complexes near lakes or rivers “XX水乡” to evoke a sense of peace, nature, and high quality of life, even if the development itself is not a traditional water town.
Connotation: The term carries an overwhelmingly positive and romantic connotation. It's associated with beauty, history, culture, relaxation, and artistic inspiration.