Consumption Surges with New Trends, Spring Brings New Vitality — The World Shares the Benefits of China's Large Market

Xinhua News Agency, Beijing, February 23 — Title: New Trends in Consumption Bring Fresh Vitality to the Spring Festival — Sharing the Benefits of China’s Large Market Globally

Xinhua News Agency Reporter Zhong Ya

In the Year of the Horse, the spirited steed lifts its head high. During the Spring Festival, China’s economic vitality surges, with increased foot traffic in urban commercial districts, popular attractions bustling with visitors, overseas companies focusing on upgrading “foreign New Year goods,” and a rise in cross-border travel, injecting new momentum into global tourism consumption. Overseas observers believe that as China’s consumer potential continues to be unleashed, the spillover effects of the Spring Festival consumption boom persist, bringing a warm current to the world economy.

Upgraded “Foreign New Year Goods” Grow Popular in the Market

Chocolate from the UAE, French cosmetics, Russian king crabs… Today, the Spring Festival is not only an international “cultural IP” but also a “super-selling IP.” In response to Chinese consumers’ preference for green and healthy new consumption concepts, overseas companies are seizing the Spring Festival opportunity to launch new products and upgrade services, with foreign New Year goods trending toward quality, refinement, and diversification.

South African Louis Boschi tea and wine emphasize natural health and high cost-performance. “More South African wineries are shifting from early exploration to long-term planning, ensuring stable supply, optimizing product structures, and strengthening localized operations to deepen their presence in the Chinese market,” said Zhang Xin, Chairman of Buffalo International Logistics in South Africa. South African “foreign New Year goods” have gradually evolved from festive tasting to quality and regularization upgrades.

To better capture the Spring Festival market, cherry exporters are innovating in product packaging. Chile’s Bafuo company Business Manager Patricio Urrutia said, “A package weighing 880 grams, shaped like a gold bar, is popular among Chinese consumers. 5-kilogram boxes are becoming less common, and 2.5 kilograms are a bit large for families. The future trend will be toward smaller packaging.”

Beyond consumer goods, the Spring Festival also inspires new ideas in overseas manufacturing. Italian motorcycle brand Vespa recently launched a Year of the Horse special edition, combining Chinese zodiac imagery with Italian industrial design, displayed at their Milan city center brand experience store, attracting many passersby to stop and take photos.

Overseas companies also compete to participate in China’s “New Year Goods Fair.” This year, Beijing Fang’s Spring Culture Fair launched a new “International Intangible Cultural Heritage Celebrating the New Year” section, attracting exhibitors from 14 countries and regions showcasing food, cosmetics, and more. Sitting at small stalls with Indian crispy balls and Egyptian kebabs, listening to calls of “Gong Xi Fa Cai,” Beijing resident Ms. Li exclaimed, “You can buy freshly made international delicacies without leaving the country, adding a foreign flair to the festive atmosphere.”

“Cross-Border Travel” Drives Growth Through Mutual Engagement

Celebrating the Chinese New Year worldwide, the “longest Spring Festival holiday” has fueled a continuous boom in inbound and outbound tourism. Immersive and experiential consumption has become a new trend, with family travel redefining the festive spirit. The National Immigration Administration predicts that during this year’s Spring Festival holiday, the average daily number of inbound and outbound travelers at ports nationwide will exceed 2.05 million, a 14.1% increase from last year.

Dubai International Airport has dressed up for the occasion, with the giant Dubai Eye Ferris wheel launching a Spring Festival-themed afternoon tea. Alipay+ has partnered with Dubai’s key commercial districts to offer shopping vouchers and exclusive Spring Festival benefits. Shahrab Shayan, Director of International Operations at Dubai Tourism and Commercial Promotion Bureau, said, “China remains one of Dubai’s most important strategic markets. Dubai continues to create an environment where Chinese tourists, businesses, and investors feel at home. We are confident about future cooperation prospects.”

During the Spring Festival, Bangkok and Songkhla Province’s Hat Yai hosted lantern festivals, lion dance performances, and other celebrations. Thapanee Kiatpreecha, Director of the Tourism Authority of Thailand, said that on the 51st anniversary of Thailand-China diplomatic relations, these activities demonstrate the two countries’ commitment to preserving shared cultural heritage and promoting high-quality tourism.

The influence of the Spring Festival continues to expand. With increasingly convenient entry and exit procedures and tax refund measures, “celebrating the Spring Festival in China” is becoming a new trend overseas. “Spring Festival is the best time to experience China’s family reunion and festive culture,” said Azerbaijani tourist Ilkhar Yaryayev, who visited his son studying in Wenzhou, traveling with his wife to Beijing, Jinan, and other cities. “High-speed trains reaching 350 km/h, mobile payments everywhere, towering skyscrapers…” After more than ten years, Yaryayev marveled at China’s rapid development.

“I have traveled extensively in North America, Europe, and Africa. In my heart, China ranks at the top. Its long history has cultivated profound culture and true soft power,” Yaryayev said.

The Continuous Release of the “China’s Large Market” Dividend

Smart technology products are highly sought after, trendy New Year goods are becoming new favorites, and traditional culture is returning vividly through intangible cultural heritage displays and performances… During the Year of the Horse, China’s consumer market shows a new trend emphasizing technological sense, experiential enjoyment, and relaxation. The world welcomes China’s consumer boom and looks forward to continuously sharing the dividends of China’s large market.

Online platforms show that the total box office for Spring Festival films (including pre-sales) will surpass 5 billion yuan in 2026. Data from the People’s Bank of China indicate that on New Year’s Eve 2026, UnionPay and NetUnion processed 4.931 billion payment transactions, a 21.64% increase from last year’s New Year’s Eve.

Lesotho National University Economics Department Head Leseko Maketa believes that China’s strong consumer performance during the Spring Festival reflects positive signs of accelerating domestic demand, a warming service sector, and active digital consumption, with consumer potential continuously being unleashed.

Riding the wave of hot Spring Festival consumption, international brands are actively seeking deeper connections with Chinese consumers. Andrea Cichini, a practicing member of the Italian Public Relations Federation, noted that China’s massive market remains attractive to global brands. Limited-edition products and festival services launched around the Spring Festival are becoming key tools for overseas brands to deepen their presence in China.

Kenyan economist James Hikwati said that China has rapidly shifted from being the “world’s factory” to the “world’s market,” with African countries making full use of China’s zero-tariff measures to adjust their export structures and better meet the demands of the Chinese Spring Festival market.

A report on the Spanish Broadcasting Corporation’s website stated that amid global economic uncertainties, China’s Spring Festival consumption helps promote cross-border trade and the development of the service industry. The Spring Festival is no longer just a traditional holiday but a vital source of energy boosting the global economy.