The Xiamen team's home debut in the Fujian Football City League draws nearly 28,000 fans to the stadium. [Photo/Xiamen Daily]

During this year's May Day holiday, Xiamen hosted over 130 themed, immersive promotional events designed to boost spending. These events created new destinations for immersive shopping experiences and standout attractions for visitors, fully energizing the city's holiday market.

The Xiamen team's home debut in the Fujian Football City League drew nearly 28,000 fans to the stadium, with over 100,000 ticket reservations made in just 24 hours. To turn the sports buzz into citywide spending, the city set up more than 20 viewing parties across popular commercial areas like Sea World and Zhongshan Road, featuring screenings, markets, and fan offers that boosted sales at nearby restaurants, shops, and entertainment venues.

Xiamen hosts consumption activities supporting the Fujian Football City League. [Photo/Xiamen Daily]

During the May Day holiday, Xiamen launched a "ticket code" for the Fujian Football City League. Fans can upload their ticket stub through the UnionPay app to obtain a QR code that works across the city at select restaurants, shops, and hotels through October 31, 2026. The first batch includes about 150 merchants, from hotpot chains and tea shops to high-end hotels and Michelin-starred restaurants. The system turns a single ticket into a citywide digital pass for multiple discounts.

"Minnan Timewalk" themed park launches a series of themed performances, creating an immersive cultural feast. [Photo/Xiamen Daily]

During the holiday, Xiamen rolled out citywide subsidies, vouchers, and discounts to boost consumption. Several districts introduced tiered car purchase subsidies and trade-in funds, while Tesla saw a 120 percent increase in store traffic. Platforms like UnionPay, Douyin, and Meituan distributed vouchers, with malls and banks adding further discounts. Together, these efforts are unlocking spending potential and positioning Xiamen as a regional consumption hub.