The newly formed extensive flooded land associated with the Three Gorges Reservoir hold great potentials to provide ecosystem services (ESs) for surrounding cities and communities. Conflicting values and conventional management strategies may complicate and inhibit broad-scale decision-making for this novel ecosystem. Public attitudes are a crucial influence in the way this process plays out. This study was conducted to assess how the reservoir bank is perceived by the general public of Chongqing Municipality in terms of importance of riparian ESs, and preference for corresponding landscape design styles through photo-questionnaire interviewing. Although Chongqing citizens know little of the "ecosystem services" concept, they do recognise riparian environmental and ecological benefits especially the bank protection and pollution interception functions, while benefits of habitats for wildlife and flood attenuation were of less concern. Recreational values were least appreciated, which is inconsistent with other studies. This may be attributed to a wider, intensive environmental education in various social media in today's China. But publicity has been dominated by toxic air, water and soil pollution control rather than the benefits of nature conservation and personal contact with nature. In line with recognition of ESs, there is quite strong preference for the forested design scenario and particularly vegetation components across the socio-demographic spectrum. Overall, socio-demographic variables have very low explanatory power for the perceptual responses. Our study also revealed misunderstandings around riparian functions and a gap between public expectations and special abiotic and biotic prerequisites in restoring novel ecosystems. Finally, we discuss the relevance of this research to urban novel ecosystems in general, and implications for raising public awareness, engaging appropriate public values in sustainable design and management of such ecosystems.