As 2026 approaches, it has been revealed that, overlapping with the New Year's Day holiday, Nanjing is creating a comprehensive matrix of consumer promotion activities centered around shopping malls and districts, catering, and online platforms. By integrating culture, commerce, tourism, and sports, the city will roll out over 110 various consumption-boosting events, allowing Nanjing residents to celebrate the new year joyfully and spend freely.
The Nanjing commerce department has organized major shopping malls, commercial districts, and cultural tourism sites to create immersive and experiential consumption scenarios, achieving central radiation, multi-point distribution, and full coverage. In the city center: The Xuanwu Lake area and its surroundings focus on ecological leisure and cultural tourism consumption, activating outdoor spending vitality. The Confucius Temple and Men Dong areas center on traditional culture and nighttime consumption, tapping into the potential for cultural experiences and dining. Commercial districts like Lao Men Dong and Xinjiekou feature year-end merchant promotions and fashionable consumption, complemented by outdoor countdowns and light shows. In the suburbs: The eastern Xianlin commercial district creates scenes like New Year's Eve music parties and street dance carnivals; the southern Jiangning area focuses on crafting a grand New Year's Eve feast in the Baijia Lake commercial district and firework displays at cultural tourism sites; the western Hexi Yuantong commercial district and others host fashionable activities like light shows and drone countdowns; the northern Qiaobei commercial district connects experiences such as New Year's Eve music festivals and bell-tolling for blessings. Full-scenario linkage: Using characteristic blocks, cultural and tourism venues, and rural scenic spots as connecting nodes, multiple consumption sites are organized. The Niushou Mountain Cultural Tourism Area will hold a Buddhist relic viewing ceremony, the Da Bao'en Temple遗址 Museum will organize a "Thousand Lanterns of the Heart" event, and Qixia Mountain will host New Year's Day stilt drama parades and performances.
During the New Year's Day period, revolving around themes like warm winter delicacies, New Year's Eve banquets, and specialty New Year goods, major catering enterprises such as Xiao Chuniang, Nanjing Da Pai Dang, and Gu Nan Du are introducing diverse products and services to meet citizens' needs for group dining and family consumption. Furthermore, actively responding to the "Jiangsu Flavors" winter food promotion season, there is a deep dive into the characteristics of Jinling's culinary culture. The "Hundred Counties, Thousand Tastes" geographical indication food selection activity has been organized, with 135 local signature dishes promoted citywide, covering all districts. By the end of January 2026, the provincial "I am the Kitchen God" food carnival will be held at the Nanjing International Exhibition Center, where "Kitchen God" teams from thirteen cities across the province will compete on the same stage in Nanjing, offering citizens a most festive culinary feast. The event will also feature a food and New Year goods market, including local food exhibitions and sales from thirteen prefecture-level cities, New Year goods procurement, and displays from the catering industry chain, integrating competitions, exhibitions, and experiences to further enhance the dining consumption atmosphere.
During the New Year's Day holiday, major e-commerce platforms and online businesses are carrying out a series of promotional activities targeting the Nanjing market, creating a new consumption ecosystem driven by both "offline scenarios and online traffic." Meituan and Taobao Quick Deals have launched the Nanjing Shopping Spree and "Double Festival Treats Season," distributing coupon packages for scenarios like dining, accommodation, and leisure entertainment to create a holiday spending boom. Dingdong Maicai and Hema have rolled out the "Boiling into the New Year" and "Hema New Year's Day Promotion," enriching the supply for Spring Festival consumption through substantial spend-and-save offers and red packet giveaways. Additionally, Alipay is conducting a "Tap to Pay" instant discount campaign.
Moreover, the provincial "2026 Online New Year Goods Festival" also officially commenced on New Year's Day. With support from the Provincial Department of Commerce, Nanjing will host the Jiangsu special event for the "2026 Online New Year Goods Festival" along with the launch ceremony for Nanjing's "Seasons Have a Date • Digital Enjoyment of the Spring Consumption Season" on January 23. The Nanjing Municipal Bureau of Commerce stated that it will use this event as an opportunity to actively organize various e-commerce platforms, enterprises, commercial districts, and shopping malls to hold a series of distinctive, content-rich, and popular consumer promotion activities, aiming to stimulate new vitality in the city's Spring Festival consumption.
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