2026 “Enjoy Shopping in Xiamen · International Consumption Season” Kicks Off, Setting a New Benchmark for the Integration of Commerce, Culture, Tourism, and Sports.
In the early summer, the commercial tides surge in Xiamen, as a festive shopping extravaganza lights up the city. On May 22, the 2026 “Enjoy Shopping in Xiamen · International Consumption Season” and the “Siming First Launch Vitality Consumption Season” officially began on Zhongshan Road.
Closely following the national strategy of expanding domestic demand and boosting consumption, the event seizes the peak consumption period from May to July. It innovatively establishes a “1+5+N” city-wide consumption promotion system, integrating five major sectors: inbound consumption, first-launch economy, coffee economy, sports event economy, and Fujian-Ningxia collaboration. Over 100 themed consumption promotion activities will be held, creating an international consumption feast that covers the entire city, is shared by all residents, and attracts global attention.
Grand Opening with Blended and Diversified Scenes
Under the glittering lights of historic Zhongshan Road, the opening ceremony was filled with highlights and excitement. The “Enjoy Shopping in Xiamen” city-themed exhibition attracted many citizens and tourists. Four major themed zones—“Premium Shopping, Exquisite Cuisine, Wonderful Tourism, and Splendid Performances”—fully showcased Xiamen’s welcoming environment for inbound consumption and its diverse consumption charm. The “Premium Shopping” zone created an immersive space with a lifestyle setting, displaying dozens of local Xiamen brands and specialty products, including FILA, XMLY, Hong Yanzhuang, Cai’s Lacquer Thread Sculpture, Haidi Tea, BOLON, JOMOO, and OGAWA, highlighting the diverse vitality of “Made in Xiamen” and “Brands of Xiamen.”
A special “Fujian-Ningxia Specialty Bazaar” area was set up on site, featuring Ningxia goji berries, Jingyuan beef jerky, and other agricultural products to promote cross-regional collaboration through consumption. At the “Hassle-Free Payment for a Better Life” service area, UnionPay, together with financial institutions such as Industrial and Commercial Bank of China, China Construction Bank, and Xiamen Bank, launched instant payment discounts and other consumer-friendly measures to continuously improve the international consumption experience. Meanwhile, Zhongshan Road simultaneously launched an Alipay popularity zone, offering daily consumption red packets and extra weekend discounts, leveraging payment innovation to unleash consumption potential.
William, a British business professional residing in Xiamen, remarked, “Consumption in Xiamen is both international and local. From trendy brands and Minnan flavors to thoughtful services, it truly makes you feel the city’s openness and inclusiveness.” Ms. Chen, a Malaysian tourist, also said, “One event connects shopping, food, culture, and tourism into a diverse experience. You can enjoy shopping while getting to know the city’s culture — it’s truly impressive.”
Enhancing Inbound Consumption and Optimizing the International Consumption Environment
As consumption scenarios are revitalized, service capabilities are simultaneously upgraded. Closely aligned with the pilot requirements for building an international consumption environment, the event promotes the “one order, one bag, one code” tax-refund model for departing tourists city-wide, and supports the city’s first downtown duty-free store in the province in its upgrade into a new landmark combining “duty-free shopping and departure tax refund.” Additionally, the city is collaborating with UnionPay on the “Enjoy Shopping in Xiamen · Payment Worry-Free” themed campaign, creating benchmark payment scenarios for inbound tourists and continuously enhancing Xiamen’s international consumption influence.
In recent years, Xiamen has been steadily improving the convenience of inbound consumption. According to statistics, in 2025, the city’s departure tax-refund sales and refund amount increased by 97% and 90% year-on-year, respectively. Total sales of duty-free shops in the city rose by 26% year-on-year, demonstrating a sustained surge in the vitality of inbound consumption. A representative from the Xiamen Municipal Bureau of Commerce stated that this event represents an important practice for Xiamen, leveraging its “dual-pilot” city status, with Zhongshan Road as the core hub for creating an international consumption scenario across the city. As a key international consumption cluster in Xiamen and the province’s first “inbound tourist-friendly district,” Zhongshan Road serves as a pioneering demonstration window for optimizing inbound consumption services and building an international consumption environment. Xiamen will use this event as a lever to continuously improve consumption services for inbound tourists, enhance the quality of inbound travel services, and refine the international consumption environment, showcasing the unique charm of the island city to the world.
First-Launch Economy Takes the Lead, Igniting City-Wide Consumption Enthusiasm
The first-launch economy is taking a strong lead, igniting consumption fever across the city. From May to July, nearly 100 Fujian and Xiamen first stores will open, further fueling the heat of the Siming First Launch Vitality Consumption Season. On the opening day, the national debut of the “McDonald’s × Pop Mart” collaboration landed on Zhongshan Road, using trendy IPs to activate new parent-child consumption scenarios. Subsequently, a regional debut of a Moutai-themed exhibition will be introduced, featuring a “Moutai Aromatic Floating Island Garden” specialty scene. Phase II of MixC grandly opened, gathering over 60 first stores in cosmetics, dining, and other sectors. Xinghe COCO Park hosted the Fujian debut of the “Scented Shanghai” Park Fragrance Festival, bringing together over 90 premium fragrance brands, with more than 50 brands entering Xiamen for the first time. Joy City introduced the national 3.0 flagship store of Yongmin Handmade and the Fujian debut of a BLACKPINK pop-up store.
During the event, the city is linking core commercial districts such as MixC, Xinghe COCO Park, Powerlong Yicheng, SM Xiamen, Joy City, and CDFG Xiamen Downtown Duty-Free Store to create a matrix of “first stores, first exhibitions, first shows, and first launches,” leading new trends in fashionable consumption. SM Xiamen, Paragon Center, Robinsons Place, Powerlong Yicheng, and Laiya Department Store are rolling out themed consumption promotion activities, continuously igniting the shopping enthusiasm of citizens and tourists. SM Xiamen is launching a “Curation Box” urban slow pop-up and introducing Fujian’s first voco hotel. Paragon Center is celebrating its 18th anniversary and hosting the “Lihe · Jialiian Yeast Life Festival – Bread Light Plan and Craft Beer Festival.” Robinsons Place is running a “Haojiadang Foodie Festival” with discounts on dining and clothing. Powerlong Yicheng is organizing the “Awesome Burger Festival,” bringing together over 40 independently curated brands from across the country to meet the diverse consumption needs of citizens and tourists.
Coffee Economy Empowers the Cultivation of a 100-Billion-RMB Industry Cluster
As a key supporting event of the consumption season, the Xiamen Yundang · Lakeside Life Season poetically opened at Bailuzhou West Park. Using coffee as a medium and the lake view as an accent, it deeply integrates ecological resources, coffee culture, and consumption scenarios, creating a new city-level leisure consumption landmark where lakeside vibrancy and coffee aroma blend into a unique Xiamen consumption landscape.
The event gathers nearly 100 domestic and international coffee and lifestyle brands, including international champion coffee brands such as STITCH COFFEE (Australia), homeground (Singapore), and ROAST8RY (Thailand), as well as local specialty coffee brands. It constructs a diverse business matrix featuring premium coffee, baked snacks, cultural and creative crafts, and outdoor leisure. Four core interactive experiences are set up: public coffee cupping, urban art co-creation, lakeside live music, and light exercise around the lake. More than 20 free interactive activities, including coffee tasting, specialty exhibitions, and themed sharing sessions, allow citizens and tourists to enjoy the aroma of coffee amidst the lake and mountain scenery.
A representative from the Siming District Bureau of Commerce stated that this event, leveraging coffee consumption scenario innovation, creates Xiamen’s first “lakeside lifestyle” city IP, establishes a new platform for national coffee culture exchange, helps the Yundang Lake area become a vibrant new space for citizens’ leisure, tourist check-ins, and consumption upgrades, and promotes the large-scale and brand-oriented development of the coffee industry, contributing Siming’s momentum to the city’s goal of building a 100-billion-yuan coffee industry cluster.
Sports Event Economy Linkage Deepens the Integration of Commerce, Culture, Tourism, and Sports
The sports event economy empowers cross-sector consumption upgrades. During the event, the Xiamen Municipal Bureau of Commerce launched the “Follow ‘Min Super League’ （Fujian Football Super League）to Consume” themed campaign. Leveraging innovative formats such as the second venue of the Min Super（Fujian Football Super League）event and exclusive ticket-stub benefits, citizens can enjoy multiple discounts at shopping malls, specialty restaurants, and cultural tourism attractions with their event ticket stubs. Siming District simultaneously introduced a series of supporting activities under “Watch Min Super（Fujian Football Super League）, Tour Siming, Eat Grand Meals,” effectively transforming event foot traffic into consumption flow and event heat into market growth, promoting the deep integration and coordinated development of the commerce, culture, tourism, and sports industries.
This event is a significant practice for Xiamen to fully implement the national decisions and deployments on consumption promotion and to cultivate new drivers for international consumption. Moving forward, the city will continue to deepen the construction of its “dual-pilot” initiative, strengthen and expand the first-launch economy, improve inbound consumption services, cultivate the coffee economy, and regularly hold characteristic activities such as the Xiamen Beer Consumption Season and Coffee Art Festival. It will continuously innovate consumption scenarios, optimize the consumption ecosystem, and enhance consumption capacity, striving to build the “Enjoy Shopping in Xiamen” city consumption promotion IP and inject vigorous momentum into Xiamen’s goal of becoming an international consumption center city.
