The 2026 Hunan Online Chinese New Year Shopping Festival and the Supply-Marketing Fair Matchmaking Event were held in Changsha on February 2. Adopting an "online + offline" interconnected approach, the events deeply blended Huxiang culture with Spring Festival consumption, creating an immersive Chinese New Year shopping feast.
The offline event integrated Spring Festival-themed decorations into the Dongmao Street Teahouse, recreating an authentic atmosphere of Changsha. The event invited popular local influencers to participate in live-streaming promotions, along with a group of "Chinese New Year Goods Ambassadors." The online promotions allowed consumers to explore the fair and discover quality products. Meanwhile, the offline market featured zones like the Tea Charm of Hunan, Hunanese Flavors, Delicious Snacks, and Overseas New Year Treats. Specialty products from 13 cities and one prefecture across the province were presented, as well as "Silk Road" goods like South African red wine and Kenyan purple tea, bringing international flavors to the Chinese New Year. Special columns dedicated to Hunan New Year Goods were launched on e-commerce platforms like Douyin, Taobao, and JD, offering multiple discounts and subsidies.
Supporting events were also held simultaneously in 13 cities and one prefecture to outline the "Xiaoxiang New Year Flavor Map." For instance, Changsha offered online redemption services for distinctive programs including molten iron fireworks shows and ice-themed activities. Yongzhou invited Hunan Football League champion team to participate in a Chinese New Year shopping festival, capitalizing on the popularity of the sports event to promote regional agricultural products. Yueyang launched a public welfare livestream event. Zhuzhou established a "Zhuzhou Time-Honored Brands" section, showcasing classic local products like Liling ceramics, Youxian tofu, and Yanling preserved fruits.
At the launching ceremony, three Hunan-based companies signed cooperation agreements with the Changsha E-commerce Association.
This article is from the Hunan Provincial Government www.enghunan.gov.cn.