On Jan. 25, Zhejiang Spring Festival Consumer Season 2026 kicked off at Wushan Square in Hangzhou, themed “Shopping Brings Fortune to Zhejiang.”

The series of events, led by Zhejiang Provincial Department of Commerce in collaboration with other provincial authorities, aims to blend benefits for the public with promotion of consumption. Focusing on six key areas - eating, lodging, traveling, touring, shopping, and entertainment - the season includes food markets, hotel discounts, transportation support, cultural tourism experiences, shopping subsidies, and cultural and sports events. Over 1,700 promotional activities are planned across the province during the first quarter, backed by more than RMB 300 million in consumer subsidies. This initiative seeks to further invigorate the consumer market and unleash spending potential, creating a vibrant and festive atmosphere for the Lunar New Year.

Here are the three major initiatives: First, issuing over RMB 1 billion in consumption vouchers, promoting trade-ins for cars, home appliances, and digital products. Second, hosting over 100 sporting events, including the ZheBA Basketball Tournament and City Football League, alongside exhibitions such as the Digital Trade Expo and Animation Festival, and introducing the “Hangzhou Consumer Privilege Card” which integrates six exclusive benefits. Third, enhancing tourist experiences by launching the “Luggage Follows You” service at 347 hotels, setting up 210 luggage drop-off points to ensure visitors can travel hassle-free.

“Digital Smart New Year Gifts” from Shangcheng were unveiled during the event, showcasing Hangzhou’s innovative edge as a hub for digital consumption. Inside the Wushan Xizi Magic Box, an exhibition featuring the first batch of “Fortune on Horseback · Shangcheng District’s Selected New Year Gifts” was launched, offering tech novelties, premium exports, and trendy domestic products. Shangcheng also hosted a three-month promotional campaign centered around “Fortune Fills Zhejiang · Enjoy Fortune on Horseback,” distributing billions in supermarket, dining, and automotive consumption vouchers.

The Opening, as the first most-anticipated event, featured eight thematic zones on local specialties, imports, food, wellness, children and pets’, fashion, New Year’s gifts, and flowers, accommodating nearly 300 brands, and blending traditional Chinese culture, Song Dynasty elegance, and modern sophistication to create a unique consumer experience.

The event runs until January 27, 2026. Remember to go for a shot of the markets, foods, and goods, cramming yourselves into a festive blend of Song Dynasty charm and cutting-edge technology.