In alignment with national initiatives to stimulate consumption and bolster domestic demand, Jin'an district in Fuzhou recently held a Spring Festival consumer promotion event in a local commercial area. Centered on delivering an immersive festive experience, the event seamlessly blended traditional New Year shopping, intangible cultural heritage activities, cultural performances and interactive entertainment, successfully boosting local spending and enhancing the joyful holiday atmosphere.

The event featured over 30 high-quality merchants in a vibrant New Year market that highlighted the unique character of Fujian province. Products on display spanned a variety of categories, from traditional Fujian holiday specialties and time-honored local foods to trendy snacks, coffee, beverages and cultural products inspired by intangible cultural heritage.

Visitors had the opportunity to sample iconic local dishes such as Buddha Jumps Over the Wall (a traditional thick soup made of a variety of seafood) and Tongli Rouyan (rouyan, swallow-shaped wontons), shop for signature gifts like Chunlun Jasmine Tea and items from Baibingyuan, and explore well-loved food brands. Esteemed heritage brands including Juchunyuan and Fuzhou Tea Factory also offered authentic Fuzhou New Year products, providing visitors with a convenient one-stop experience of traditional Fuzhou festive culture.

The event creatively combined intangible cultural heritage experiences with traditional Chinese performances, driving both online and offline lively participation. Guests engaged in hands-on workshops, received gifts through interactive activities and learned traditional New Year rubbing techniques under expert guidance. They crafted Spring Festival-themed souvenirs such as calendars and "Fu" (Fortune) character decorations, gaining a deeper firsthand understanding of local customs. Meanwhile, a dynamic lineup of performances, including lion dances, festive drumming and classic magic shows, kept the celebratory spirit high throughout the event.

As a key effort by Jin'an district to enhance commercial vitality and integrate business, culture and tourism, this event offered residents and visitors a rich array of consumer and cultural experiences while energizing the surrounding business district.