Analysis
BEIJING – During the Chinese New Year holiday, China’s consumer market has remained vibrant, with bustling shopping malls and heavy travel flows reflecting robust domestic demand and growing global appeal.
More notably, the holiday spending surge is generating opportunities far beyond China’s borders. From upgraded imported goods to booming cross-border tourism, global businesses and destinations are actively engaging with the Chinese market and sharing in its growth.
Observers abroad note that as China continues to expand high-level opening-up and further unlock consumption potential, the spillover effects of the Chinese New Year economy are becoming increasingly visible, providing fresh momentum for trade, services and broader global recovery.
UPGRADED IMPORTS GAIN MOMENTUM
From Dubai-style chocolate to French cosmetics, high-quality imported festive goods are gaining popularity among Chinese consumers. The Chinese New Year has evolved into not only a major cultural celebration but also a powerful consumption platform with global reach.
In response to Chinese consumers’ growing preference for green, healthy and high-quality products, international companies are launching new items and refining services during the holiday season. Imported New Year goods are showing clear trends toward premiumization, specialization and diversification.
South African rooibos tea and wine are finding a growing niche in China. More South African wineries are shifting their market strategies, aiming to explore the Chinese market with stable supply, optimized product structures and localized operations, said Zhang Xin, CEO of Buffalo International Logistics in South Africa.
Chilean cherry exporter Ocho Fuegos is also adapting to Chinese festive demand. Patricio Ulloa, the company’s commercial manager, said a newly designed 880-gram “gold bar”-shaped gift box had been particularly well received by Chinese consumers. The company expects to export nearly 2 million boxes to China this season, underscoring the scale and purchasing power of the Chinese market.
The holiday also inspires overseas manufacturers. Italian scooter brand Vespa has recently introduced a special edition for the Year of the Horse, integrating zodiac symbolism with classic Italian industrial design. The model has attracted attention at the brand’s experience store in Milan.
Meanwhile, international exhibitors are actively participating in themed markets in China. A new year fair in central Beijing launched an international section for the first time, drawing exhibitors from 14 countries and regions showcasing food, cosmetics and specialty products, bringing global flavors closer to Chinese consumers during the festive season.
CROSS-BORDER TRAVEL DRIVES GROWTH
The longest-ever nine-day Chinese New Year holiday has fueled a boom in cross-border tourism, with immersive and experience-oriented travel becoming increasingly popular.
Authorities estimate that average daily cross-border passenger flows during the holiday will exceed 2.05 million, up 14.1 percent year on year.
In the United Arab Emirates (UAE), Dubai International Airport has adopted festive decorations, while major shopping malls are providing discount coupons through Chinese e-wallet services.
Shahab Shayan, regional director at Dubai’s Department of Economy and Tourism, described China as one of Dubai’s most important strategic markets and said the city is continuing efforts to create a welcoming environment for Chinese tourists, enterprises and investors.
In Thailand, lantern festivals and lion dance performances were held in Bangkok and Hat Yai of Songkhla Province. Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand, said the events, held in the year marking over five decades of diplomatic ties between Thailand and China, reflect the two sides’ commitment to preserving shared cultural heritage and promoting high-quality tourism cooperation.
VAST MARKET DIVIDENDS
This year’s Spring Festival also highlighted evolving consumption patterns within China. Smart technology products are in strong demand, trendy collectibles have become popular festive gifts, and traditional cultural performances are being revitalized through more interactive forms.
Data from online platforms show that as of Sunday, total box office revenues for the 2026 Spring Festival film season, including pre-sales, had exceeded 5 billion yuan.
Meanwhile, data from the People’s Bank of China indicate that on Chinese New Year’s Eve alone, the bankcard operator China UnionPay and online clearing platform NetsUnion handled a combined 4.93 billion payment transactions, up 21.64 percent from the same day last year.
The strong holiday consumption reflects faster release of domestic demand, a quicker recovery in the services sector and sustained vitality in digital consumption, indicating expanding regional consumption potential, Leseko Makhetha, head of the Department of Economics at the National University of Lesotho, told Xinhua.
Building on the holiday momentum, international brands are stepping up targeted engagement with Chinese consumers. Andrea Cicini, a professional member of Italy’s Public Relations Federation, said China’s vast market continues to hold strong appeal for global brands, and more foreign brands are viewing the New Year consumption season as an important opportunity to deepen their presence in China.
Kenyan economist James Shikwati said China is accelerating its transition from the “world’s factory” to the “world’s market.”
He noted that African countries are making use of China’s zero-tariff arrangements for exports from African countries having diplomatic relations with China and adjusting their export structures to better align with Chinese market demand, particularly during peak consumption seasons such as the Chinese New Year.
– Xinhua
