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On [Month] [Day], the National Consumption Promotion Month and the Beijing-Tianjin-Hebei Consumption Season, jointly hosted by the Ministry of Commerce and the municipal governments of Beijing, Tianjin, and Hebei, officially kicked off at the Wanlimiao Pedestrian Street in Shijiazhuang. Themed "Year-round Enjoyment, Nationwide Benefits," the event integrates commercial, tourism, cultural, sports, and health resources from the three regions, launching over a thousand online and offline consumption promotion activities. These activities cover shopping, dining, culture, tourism, and sports, aiming to create a new pattern of regional consumption collaborative development and inject strong vitality into the national consumer market.

Under the night sky, Wanli Temple Pedestrian Street is ablaze with colorful lanterns and bustling with crowds. After undergoing renovation and upgrading, the street was honored as a "National Model Pedestrian Street" by the Ministry of Commerce. Today, Wanli Temple Pedestrian Street is lined with shops and boasts a rich variety of businesses. It has not only restored old street memories such as the Tongle Theater but also introduced studios of national-level arts and crafts masters like Zhou Shuying, renowned for paper-cutting. The area brings together a youthful mix of consumer offerings, including cultural and creative products, specialty snacks, fashion and general merchandise, and trendy experiential activities. Numerous flagship stores and first outlets of well-known brands have opened here, quickly gaining popularity.

Leveraging the Wanlimiao Pedestrian Street business district, the event integrates distinctive brands and product resources from the Beijing-Tianjin-Hebei region, setting up dedicated exhibition areas for the Time-honored Brand Carnival and the Foreign Trade Quality Products China Tour (Beijing-Tianjin-Hebei Quality Products Fair) within the commercial streetscape. Additionally, a special consumer promotion activity for trade-ins of mobile phones, washing machines, mattresses, and electric bicycles was organized.

Time-honored Brands + Intangible Cultural Heritage + China Chic: Enjoy a Colorful Life

At the event site, time-honored brands, trendy domestic labels, and intangible cultural heritage crafts from Beijing, Tianjin, and Hebei gathered together, presenting a consumption feast that blends tradition with modernity. Featured products such as Tianjin's Guifaxiang Eighteenth Street twist bread wrapped in Nezha-themed packaging and Hebei's specialty Golden Phoenix boneless chicken were displayed in abundance, attracting visitors to stop and savor the flavors.

At the exhibition booth of Zhonghexuan Steamed Dumplings, a time-honored brand in Shijiazhuang, the person in charge, Fan Yali, was busy reheating food for visitors: "We've prepared steamers and microwaves to ensure every serving of dumplings is piping hot. Visitor satisfaction is the best word of mouth."

In front of Ziguangyuan's booth, the popular signature product—milk skin yogurt—was displayed in abundance, attracting a continuous stream of customers eager to purchase. Staff members were busy introducing the product and packaging orders. Hu Linzheng, Sales Director of Beijing Ziguangyuan Catering Co., Ltd., said, "We specially brought multiple boxes of yogurt, but we didn’t expect nearly half of them to sell on the first day. The sales volume far exceeded our expectations."

After tasting it, many consumers immediately decided to purchase multiple boxes. A resident from Shijiazhuang bought several boxes in one go and excitedly said, "I’ve always loved dairy products, and I saw many netizens recommending this online. Today, I tried the milk skin yogurt, and its texture is so unique—I’ve never had anything like it before. So I bought several boxes to take home for my family to try, so they can also enjoy the delicious taste of Beijing yogurt."

Cultural empowerment has become a distinctive feature of this consumption season. In the exhibition area of the national intangible cultural heritage "Teng's Cloth Paste Painting," Teng Yanchun, the manager of Tianjie Art Gallery, introduced the artwork "Blossoms" to visitors, stating: "Teng's Cloth Paste Painting originated from Chinese folk art and has a history of many years. It uses cloth as paper and paste as ink, ingeniously integrating traditional techniques such as painting, embroidery, and paper-cutting to create a unique art form. This piece, 'Blossoms,' is inspired by the lush flowers of the early summer season, with each flower detachable to be worn as a brooch, allowing the art to be both admired and integrated into daily life." Teng's Cloth Paste Painting also keeps up with trends, showcasing a piece featuring the image of the "demon child" Nezha, reflecting a clever combination of traditional craftsmanship and contemporary Chinese cultural elements.

The Deep Mountain Bazaar brand, founded by Yiwen China Handicraft Workshop, has become quite popular among young tourists. According to its director, the bazaar centers on the core philosophy of "meeting people, encountering objects, and experiencing life." Leveraging over a hundred independently developed Chinese ethnic aesthetic patterns, it collaborates with global designers and artisans to redefine the lifestyle of "Guochao" (China-chic) across high-end home living, trendy fashion items, and Chinese-style collectibles. At the exhibition booth, reporters spotted uniquely original cultural and creative products, such as the Rosa Roxburghii-themed notebook and handmade indigenous cloth Deep Mountain Rabbit toys.

The responsible person picked up an original notebook with embroidered pear flowers and introduced: "This notebook is meticulously embroidered by impoverished Bouyei craftswomen from Ceheng County, Guizhou. Using suede fabric and handcrafted flat embroidery techniques, it transforms the beauty of mountain scenery into exquisite cultural and creative products, allowing urban consumers to appreciate the charm of ethnic handicrafts. Through market-oriented approaches, we bring the works of artisans from remote mountains into urban life, preserving cultural roots while contributing to rural revitalization."

As the nationwide consumption promotion month activities continue, YIWEN Handicraft Workshop and Deep Mountain Market will further play their exemplary and leading roles, driving Chinese ethnic handicraft culture into broader markets, supporting consumption upgrades, and injecting new momentum into the development of the cultural industry.

Three regions synchronize efforts and take multiple measures to boost consumption.

Reporters learned from the Hebei Provincial Department of Commerce that to further tap into consumption potential, Hebei Province will vigorously implement a special campaign to boost consumption this year, planning and rolling out a series of practical measures. In promoting the replacement of old consumer goods with new ones, the province will scientifically formulate an overall fund utilization plan and implementation plans for various categories, establish a database of participating enterprises and product information for the trade-in program, and improve the coordination and advancement mechanism. Regarding the expansion of service consumption, Hebei will implement a three-year action plan to promote high-quality development in service consumption, strengthen the branding of the catering industry, and carry out the "Hundreds, Thousands, and Tens of Thousands of Household Services to Revitalize Rural Areas" initiative. In innovating consumption scenarios, the province will drive the success and branding of typical multi-format integrated service consumption scenarios, supporting localities in introducing flagship stores, debut products, and flagship outlets.

Reporters have learned that, centering around the main theme of the Beijing Consumption Season, various districts in Beijing are making concerted efforts to spark a regional consumption boom. Dongcheng District will fully unveil its consumption season under the theme "The East of the Forbidden City, Colorful Seasons"; Chaoyang District is simultaneously launching a series of events for the "Trendy Chaoyang, Gathering at Wanxiang" consumption season; and the annual Fengtai Consumption Season, themed "Enjoy Fengtai, Experience Fengfan," will officially kick off this month. High-quality activities across the districts are driving widespread participation from various market entities, gathering diverse brands and scenarios, providing citizens and tourists with more beneficial measures and better consumption experiences.

In the cultural, tourism, and sports sectors, Beijing will host the "Welcoming Spring" flower viewing event at micro-vacation destinations, creating a spring tourism atmosphere encapsulated by the theme "Spring Breeze for Miles, Flowers Bloom for You." The city will also organize key events such as the ISU World Short Track Speed Skating Championships and the Beijing Cross-Country Skiing Open, enriching the "sports+" and "ice and snow+" consumer experiences. Each district will fully leverage its unique regional resources to create integrated activities like the Liangma River Spring Awakening, the Changping Strawberry Festival, and the Longqingxia Ice Lantern Art Festival, offering tourists a one-stop experience of travel, shopping, and entertainment.

According to a relevant official from the Tianjin Municipal Bureau of Commerce, during the event period, Tianjin will focus on promoting the Beijing-Tianjin-Hebei region as a mutual market, resource, and customer base. It will collaborate with Beijing and Hebei to continuously explore resources in the fields of commerce, technology, culture, tourism, and sports. Combining new consumer hotspots such as green health, artificial intelligence, and the secondary dimension, a series of consumer promotion activities will be conducted both online and offline.

At the launch ceremony, the "City Gifts" of the Beijing-Tianjin-Hebei region, the "Taste of Beijing-Tianjin-Hebei" renowned restaurants, and the "Top Consumer Destinations" directory were also introduced, providing tourists with more and better consumption options. Among them, the "Haibe Hui" book fold from Tianjin, the Snake Dun Dun from Beijing, and the Lulu Almond Milk from Hebei were listed as "City Gifts" of the Beijing-Tianjin-Hebei region. Dining brands such as Quanjude from Beijing, Lishunde from Tianjin, and Zhonghongji from Hebei were recognized as "Taste of Beijing-Tianjin-Hebei" renowned restaurants. New consumer scenes like the Beijing Yiyun Digital Art Center, the Bincheng Business District in Tianjin, and the Aranya Community in Qinhuangdao City were included in the "Top Consumer Destinations" directory.

The exhibition event will last for three days, continuing until the [specific date]. In [specific year], the three regions will synchronize their efforts to organize a shopping carnival, beer festival, night economy consumption season, and e-commerce cultural festival, among other online and offline promotional activities. They will delve into the unique commercial, technological, cultural, tourism, and sports resources of the three areas to conduct multi-themed, multi-type, and multi-channel consumption promotion activities. This will create a multi-industry integrated consumption scenario, further stimulating the consumption enthusiasm in the three regions.