Beijing is rolling out nearly 1,000 consumption promotion activities for the upcoming Mid-Autumn and National Day holidays, organized around the theme "Jingcai Zhiqui" (Wonderful Autumn in Beijing), according to information released by the Beijing Municipal Commerce Bureau on September 24.
The initiatives coordinate resources across culture, commerce, tourism, sports, and exhibitions, with a focus on debut exhibitions and shows, illuminated night tours, traditional Chinese cultural heritage and intangible cultural heritage, food markets, sports and family activities, and subsidy programs.
On September 19, the "Disney Wonder Centennial Exhibition" made its China debut in Beijing. The exhibition brings together more than 120 rare items and sets from the Walt Disney Archives, including original animation artwork, century-old manuscripts, film props, original costumes, historical documents, and character models. Drawing from authentic archives and creative artifacts, the exhibition presents classic characters and works familiar to audiences, guiding visitors through the creative journey behind beloved stories and offering an up-close experience of artistic expression, technological innovation, and imagination spanning a century.
Where the holiday spending push begins
During the dual holidays, Beijing's districts are precisely stimulating the market through consumption vouchers, spending threshold discounts, and ticket stub linkage programs. Fengtai District's 17th Shopping Carnival features online lotteries and offline ticket stub partnerships; Shijingshan District is distributing 3 million yuan in accommodation and dining vouchers; Fangshan District's "One Code for Happy Travel" allows visitors to enjoy discounts at 157 merchants across 8 commercial complexes using scenic area ticket stubs; and Shunyi District's COFCO Xiangyun Town Shopping Festival links all merchants in the complex with full-spend rebate coupons and value group purchases.
Core commercial districts as hubs for debuts and pop-ups
Core commercial areas have become the main battleground for first-store openings, debut exhibitions, IP pop-up events, and fashion consumption. Dongcheng District's "Nanluoguxiang Lucky Market" features a Disney-themed consumption promotion event, while Wangfujing Jixiang Plaza links international friendship city brands and merchants with interactive check-in points and street pop-up performances. Xicheng District's Xidan Joy City hosts pop-ups for Detective Conan, Timberland, and Little Gu Numi. Chaoyang District's Chaoyang Joy City hosts the Disney 100th Anniversary Exhibition and the Inuyasha 30th Anniversary Exhibition, while THE BOX Chaowai, China World Mall, and JD MALL launch IP-themed pop-ups. Mentougou District's West Chang'an Zhongjun World City presents the "Song of Youth" Chinese animation IP carnival. Shunyi District's BHGMALL Shunyi Jinqiao store launches Jack & Jones and VERO MODA Beijing debut pop-ups.
On September 17, the 2026 "Me and the Temple of Earth" Beijing Book Fair opened. This year, the total exhibition area at Beijing's Temple of Earth Park exceeded 20,000 square meters, gathering more than 400 publishers, publishing institutions, and specialty brick-and-mortar bookstores, with over 500 booths set up. Both the exhibition area and the number of booths reached record highs.
Traditional culture takes center stage
During the Mid-Autumn and National Day holiday, traditional culture-related activities are rich and diverse. Dongcheng District's "Me and the Temple of Earth" Beijing Book Fair sets up three major venues at the Temple of Earth Park, Beijing Books Building, and Wangfujing Bookstore, with free admission to the Temple of Earth Park during the fair. Longfu Trend Market, Qianmen Food Extravaganza, and the Cloisonne Vintage Treasure Hunt Market showcase time-honored brands and intangible cultural heritage. Xicheng District's Beijing Fun dual-holiday activities center on the theme of "Celebrating the Mountains and Rivers Together, Cross-Strait Harmony, and Shared Joy in the Marketplace," with the White Pagoda Night Talk and the Financial Street · Capital City God Temple Autumn Scenery Market highlighting the heritage of the old city. Shijingshan District's Shougang Park Mid-Autumn and National Day Lantern Festival and Shijingshan Amusement Park's Jingcai Lantern Festival create a festive atmosphere. Mentougou District's West Chang'an Zhongjun World City features a Chang'e Flying to the Moon live-action show and the Tangu · Sunlight Healing Energy Aesthetics Art Festival, enriching the mountain-style Chinese cultural experience. Changping District's Grand Canal Source Heritage Park Mid-Autumn activities and Juyongguan Night Great Wall performances, along with Yanqing District's Expo Park Mid-Autumn Garden Party and Yangchun handmade mooncakes, together create a strong atmosphere of traditional Chinese culture and intangible heritage.
Food markets and night economy drive foot traffic
Food markets and the night economy have become important scenes for attracting crowds and boosting consumption. Dongcheng District's Guijie Autumn Tasting Season and Qianmen Food Extravaganza · Tasting China bring together seasonal fresh food and flavors from across the country. Xicheng District's Beijing Fun Taiwan Food Market and Zhonghai Daji Lane Garden Party enrich the street-level atmosphere. Haidian District's Xisanqi MixC launches Beijing's first large-scale matcha festival over the three-day Mid-Autumn holiday, featuring over 70 popular brands, with more than 70% making their Beijing debut. Tongzhou District's Moon Full Wanli · Jiuzhou Food Market and Wanli First Chinese Food Festival, Shunyi District's 6th Shimen Market, First Olympic Water Craft Beer Festival, and Beijing International Flower Port Chrysanthemum Culture Festival, Daxing District's Yalugu Tropical Fruit Carnival, Huairou District's Great Wall Chestnut Culture Festival, and Miyun District's Fish King Food Festival all add to the festive atmosphere and boost nighttime consumption.
Sports, family experiences, and citywide coordination
Around sports consumption, family experiences, and citywide coordination, various districts are launching a rich array of holiday activities. The WTT China Grand Smash, FIBA Men's Basketball Intercontinental Cup, GT World Challenge Beijing Yizhuang Station, and China Open tennis tournament take turns appearing, accompanied by fan interaction events, consumption maps, ticket stub discounts, and carnival activities, converting event traffic into commercial district spending. As a national pilot city for new consumption formats, models, and scenarios, a number of benchmark projects in Beijing are gradually releasing their vitality. The China (Beijing) Aerospace Science Center at the Super Hopson One mall creates a 3,700-square-meter immersive aerospace science complex centered on aerospace IP. The Neobio Beijing Science and Technology Museum at Shougang Park integrates artificial intelligence, robot interaction, VR, and other cutting-edge technologies to create a comprehensive consumption space combining technology experiences, family interaction, and dining and retail. Songzhuang Shoukai LONG Street will open during the Mid-Autumn Festival, introducing 28 Beijing debut stores including Ningli Art Hotel and Golden Bear International Cinema, creating a new art consumption landmark in the city's sub-center. Additionally, Changping District's Aiyu City Resort focuses on new cultural tourism formats and scenarios, introducing animation resources and setting up themed sections such as Hello Fun Park and Wonder Energy Station, creating a new family-oriented cultural tourism consumption scene driven by IP content. Xicheng District's Beijing Fun "Fantasy Pai" digital technology experience offers light and shadow interaction; Haidian District's Wukesong Yaolai No. 1 Mirra Wonder Mirror Party Fusion Hall creates the country's first giant-screen immersive film-game space, forming an integrated model of "film + gaming + performance + dining"; Miyun District's MixC "Free Cloud Wilderness" and others use digital, artistic, and technological elements to create immersive consumption scenes that are walkable, playable, and photo-worthy; and the Beijing Hualian Yizhuang Shopping Center in the Economic Development Zone launches iFlytek-themed exhibitions, interactive games, and handicraft workshops. These culture and technology-empowered consumption scenes bring consumers even more exciting experiences.