BEIJING: A distinct shift in consumption trends marked this year’s Spring Festival, as the integration of online and offline sales of local specialties, coupled with a surge in intellectual property co-branded cultural items and high-tech gadgets, highlighted the nation’s growing cultural confidence.
As the Year of the Horse celebrations unfolded, the festive atmosphere reached a crescendo, with the tradition of purchasing nianhuo (New Year goods) evolving into a vibrant display of economic vitality.
While the holiday is often a time for “out with the old, in with the new”, traditional flavours remained an anchor of the festivities.
In the lead-up to Chinese New Year, bustling markets offered “earthy” staples like sausages, sunflower seeds and popcorn, simple delicacies that awaken memories of home.
To ensure festive tables were well-stocked, government measures were implemented well in advance to guarantee supplies.
In Xiamen, Fujian province, and Wuzhong, Ningxia Hui autonomous region, affordable vegetables hit the market, while pastry chefs in Yangzhou, Jiangsu province, raced against time to produce steamed buns.
In Shanghai, long lines formed for traditional braised foods, with similar bustling scenes seen in Pingliang, Gansu province, where farmers combined offline fairs with livestreaming sessions to sell local specialties.
However, the definition of nianhuo has expanded significantly beyond the dining table. In Langfang, Hebei province, an international festival brought foreign goods like European wines and South American chocolates to local doorsteps.
To further stimulate spending, cities like Yangzhou issued coupons, such as “spend 100 yuan (US$14.50), save 40”, adding incentives to the shopping experience.
A notable shift this year was the rise of the younger generation – especially those born in the 1990s and 2000s – taking the reins as “New Year organisers”.
No longer just participants, they are injecting new rituals and a sense of happiness into family reunions through fresh consumption choices. — China Daily/ANN
