The opening ceremony of the 2026 Shandong Spring Festival consumption season kicked off on Jan 25 in Jinan, capital of East China's Shandong province, aiming to boost consumption and market vitality during the festive period.

As part of the initiative, Shandong will allocate over 27 billion yuan ($3.88 billion) for the year to promote consumption, with a special 7.5 billion yuan fund dedicated to the Spring Festival period. This funding will support subsidies, discounts, and vouchers for shopping, tourism, and dining.

The consumption season features a rich array of activities. Ten major themes, including a Shandong Chinese New Year shopping festival and a "winter tour in Shandong" cultural-tourism program, are planned. Over 327 promotional events will be held simultaneously across the province.

During the ceremony, five thematic exhibition zones were set up, showcasing service consumption innovations, trade-in programs for old goods, and premium products from Shandong's time-honored brands. A live recreation of a Chinese New Year's Eve dinner feast, prepared by master chefs of Shandong cuisine, offered visitors an immersive taste of authentic Shandong flavor for the festival.

The opening ceremony of the 2026 Shandong Spring Festival consumption season features five themed exhibitions ranging from trade-in programs to the province's time-honored brand products. [Photo/Haibao News]

A Shandong cuisine chef shows food sculptures to visitors. [Photo/Haibao News]