Xiamen hosts more than 100 themed promotional events during this year's National Day holiday. [Photo/Xiamen Daily]

During this year's National Day holiday, Xiamen hosted more than 100 themed promotional events, drawing on its strengths in Minnan (Southern Fujian) folk culture, the debut economy, the night economy, and cross-Strait and inbound consumption to further integrate culture, tourism, commerce and sports.

Commercial complexes and characteristic streets were transformed into immersive experience venues featuring intangible cultural heritage, trendy IPs and art exhibitions, supported by consumer coupons, cross-regional rail transit and free shuttle services. Zhongshan Road, with its century-old arcade buildings, staged parade-style performances and float parades, creating a moving cultural corridor.

Districts actively courted first stores and debut events. In Siming district, the Haqiu Bread Festival at SM City Plaza drew over 70 brand stalls from 29 cities, with more than 40 percent making their Xiamen debut.

Local authorities distributed consumer coupons, offered discounts and car purchase subsidies, delivering real savings to residents and visitors alike.

Leveraging its status as a pilot for the development of an international consumption environment, Xiamen expanded its list of tax refund merchants to include international brands, time-honored Chinese brands and local specialty shops in high-traffic areas such as Zhongshan Road, the cruise terminal and key commercial districts. 

Simplified procedures and diversified channels have made shopping more convenient for overseas visitors, further boosting inbound consumption.