Zhejiang province in east China launched its 2025 Spring Festival Consumption Season in the provincial capital of Hangzhou on Thursday, kicking off a series of events designed to stimulate the holiday economy and promote national consumer brands across the region.
Co-hosted by China Media Group (CMG) and the Zhejiang provincial government, the event began with a high-profile ceremony in Hangzhou, which was simultaneously launched across 11 other cities in the province.
Hundreds of commercial districts, thousands of communities, and tens of thousands of businesses are participating in the festivities, which will include more than 200 events including an online shopping festival aimed at energizing the local economy over the next two months.
During his speech at the opening ceremony, CMG President Shen Haixiong emphasized Zhejiang's key role in driving China's economic vitality and unlocking the province's vast consumer potential.
Liu Jie, deputy governor and acting governor of Zhejiang, also outlined plans to expand consumption by embracing new business models and creating innovative shopping hubs. He highlighted emerging trends -- including the "debut economy," the "silver economy," and the "national brand economy" -- which focus on emerging products, the aging population, and the rise of domestic brands fueled by national pride and cultural identity.
Shen also underscored the significance of CMG's upcoming Chinese New Year Gala, which will be the first since the Spring Festival was added to UNESCO's Intangible Cultural Heritage list.
The gala will partner with Zhejiang brands and other national-level labels to blend traditional customs with contemporary innovations, injecting fresh energy into China's economy.
Adding to the festive spirit, 11 cities across the province showcased their unique Spring Festival offerings, including Ningbo's tangyuan (glutinous rice balls), Jinhua ham, Huzhou's Langhao brushes, and Puyuan woolen sweaters. These products reflected the region's rich culinary and cultural heritage, merging traditional craftsmanship with modern appeal.
For six consecutive years, CMG has partnered with the Ministry of Commerce and local governments to host consumption-boosting initiatives, leveraging its extensive media resources to promote traditional Chinese culture and drive domestic spending.
The launch event attracted substantial attention, with live broadcasts on CCTV News and Yangshipin drawing over 5.5 million viewers within the first hour, setting an energetic tone for the holiday shopping season.
Zhejiang launches Spring Festival shopping season to boost consumption
