During the 2026 Spring Festival period, Yunnan province launched the "Celebrating Chinese New Year in Yunnan: Joyful Shopping" themed consumption campaign. The initiative coordinated efforts across the province's cultural tourism, sports, and financial sectors, along with market entities, to organize over 1,000 promotional events, continuously fueling the festive consumption boom. The consumer market in Yunnan demonstrated a positive trend of simultaneous growth in both volume and quality, brimming with vitality. Data revealed that during the holiday, the total sales of goods and services in Yunnan increased by 8.2% compared to the same period last year. Specifically, merchandise sales grew by 5.7%, while service sales rose by 9.5%.
A combination of targeted policies effectively stimulated the continuous release of consumer potential. Yunnan implemented a policy package including trade-in programs, "Colorful Yunnan" consumption vouchers, and lottery-linked invoices. This approach leveraged benefits from multiple parties such as bank subsidies, platform empowerment, and merchant discounts, injecting strong momentum into the holiday consumer market. By February 23, applications for subsidies on trade-ins for automobiles, home appliances, and digital products, along with the directly driven consumption amount, had increased by 53.7% and 84.4% year-on-year, respectively. Among these, applications for digital smart product subsidies and the corresponding directly driven consumption saw growth of 68.7% and 68.6%.
Focusing on core consumption scenarios like retail, accommodation, catering, automobiles, and e-commerce, Yunnan distributed over 700,000 vouchers, including those for auto purchases, dining, accommodation, goods, and e-commerce, stimulating consumption exceeding 100 million yuan. Centered on pilot programs for lottery-linked invoices in Kunming, activities were launched simultaneously across all 16 prefectures, targeting eight key livelihood areas including retail, dining, and cultural tourism. More than 60,000 users participated in the invoice lottery with 290,000 invoices, and the total prize money reached 7.4 million yuan, effectively boosting consumer willingness.
Innovative scenarios and activities effectively converted tourist traffic into consumption. Celebrations such as the Jingpo Ethnic Group's Munao Zongge Festival in Dehong, special bazaar activities in Xishuangbanna, and a transnational Spring Festival Gala in Honghe showcased a vibrant array of commercial, tourism, sports, and cultural events across the province. Highlights including intangible cultural heritage performances, cultural and creative IPs, and folk experiences continued to ignite a new wave of integrated consumption.
Data indicated that sales of accommodation services in Yunnan during the holiday grew by 6.6%. Commercial districts and streets collaborated with catering and retail businesses to create innovative consumption environments. Locations like Kunming's Shuncheng Shopping Center, Nanping Pedestrian Street, and Park 1903 offered multiple benefits, including limited-edition items for the Year of the Horse. In Yuxi, the "2026 Qinghua Street New Year Goods Fair" was held in conjunction with the "Yuxi Rice Noodle Culture Festival." Pu'er city hosted the "Visit Yunnan's Pu'er Tea-Horse Ancient Town, Savor Tea and Seek the Horse, Welcome a Unique New Year" event, displaying rich ethnic culture and regional characteristics.
During the Spring Festival, the average daily passenger flow in Yunnan's key commercial districts increased by 31.5% compared to ordinary days. An atmosphere filled with "immersive experiences and diverse scenarios" was prevalent. Kunming Rongchuang Cultural Tourism City, Nanqiang Street Alley, and Taipei Street Night Market offered dining discounts and thematic performances. Xishuangbanna launched the immersive night tour project "Mountain and Sea Illusion," while the night market at Pu'er's Wuyi Farmers' Market was exceptionally popular. Qujing's Waitan organized a series of thematic activities, including intangible cultural heritage fire pot and "wind-fire流星" performances, leading to a continuous rise in nighttime consumption, which grew by 22.7% provincially.
The trend of "Yunnan Products Going Out" gained momentum, with items like blueberries and flowers selling hot nationwide. Leveraging its distinctive industrial advantages during the holiday, Yunnan effectively connected local products with festive consumption demand, sparking a new wave of "Yunnan Products Going Out" through online and offline integration. The launch of the "2026 Yunnan Online New Year Shopping Festival" featured a "Yunnan Specialties Section" on e-commerce platforms and the distribution of "Colorful Yunnan" e-commerce vouchers, creating a coordinated framework involving provincial main events, prefectural city activities, and major platform traffic.
The "Joyful Shopping: Yunnan Gifts" flower and blueberry New Year fairs, along with the "One Blueberry, A Taste of Yunnan" fresh gift sets, became online sensations. Seasonal flower arrangements for the combined Spring Festival and Valentine's Day became top sellers in live streams. The daily outbound shipment volumes for flowers and blueberries reached 1.2 million and 350,000 items, respectively. "Colorful Yunnan Markets" featuring New Year goods from various prefectures entered commercial districts, markets, and communities, showcasing time-honored brands, green foods, and intangible cultural heritage creative products. The province held over 60 such market events during the Spring Festival, effectively gathering crowds and enlivening the market.
Furthermore, the Yunnan Provincial Department of Commerce hosted the Indian Ocean Seafood Festival, issuing special consumption vouchers for the "A Life Called Yunnan: Indian Ocean Seafood Festival" to create unique seafood consumption experiences. The commercial system also released the "Celebrating Chinese New Year in Yunnan: Yunnan Cuisine Food Map," promoting Indian Ocean seafood New Year's Eve dinner sets and a list of the first batch of restaurants offering "Same Menu as Foreign Guests" tasting experiences. In collaboration with platforms like Dianping and Meituan, it launched "Prefectural City Food Maps" highlighting the distinctive flavors of all 16 prefectures, allowing residents and tourists to experience a unique festive atmosphere through Yunnan cuisine and fresh seafood.
To precisely guide citizens and tourists in savoring authentic Yunnan dishes, directors of commerce bureaus from various prefectures acted as culinary "ambassadors." Kunming introduced the "Taste of Spring City: Yunnan Cuisine Master Competition," Yuxi distributed "Rice Noodle Special Consumption Vouchers," and Dali held a "Food Carnival." A succession of food promotion events led to packed crowds at time-honored restaurants and specialty snack streets, driving a vibrant rise in catering consumption. Data showed that catering service sales in Yunnan during the Spring Festival increased by 7.5%.