China will launch a month-long online shopping event focusing on festive goods ahead of the upcoming Spring Festival, which falls on January 29 this year.
The event, initiated by the Ministry of Commerce and organized under the leadership of several government departments and the China Consumer Association, will run from January 7 to February 5.
According to the ministry, this is the first nationwide online sales event since the Spring Festival was inscribed on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity in December 2024 as a "social practice of the Chinese people in celebrating the traditional New Year."
The event aims to satisfy consumer needs during the festive season, promote traditional Chinese culture and boost sales through e-commerce.
The opening ceremony will take place on 7 January in Jiujiang, Jiangxi Province, eastern China. The ceremony will include displays of festive goods and exhibitions focusing on intangible cultural heritage.
Various Chinese regions and e-commerce platforms are planning their own events to celebrate Spring Festival, including the promotion of local products, exhibitions and intangible cultural heritage-themed performances.
For example, from January 22, Shanghai will hold an event called the "Silk Road e-commerce Spring Festival" to promote tourism products to visitors coming to China for the Spring Festival celebrations.
During the event, the festive goods will also be available on global versions of various e-commerce platforms to meet the needs of overseas Chinese and international customers.
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