Debuts, Inbound Tourism, and Romance: Xiamen's Holiday Consumption Hits Full Stride

Xiamen, China, October 20, 2026 -- This National Day holiday, Xiamen tapped the combined momentum of the dual-holiday boom and the traditional peak consumption season, rolling out 100+ promotional campaigns, upgrading key consumer spaces, and working to ensure a quality holiday experience for residents and visitors.

Throughout the National Day holiday, Xiamen maintained stable prices and ample supplies of meat and vegetables, while major commercial districts bustled with crowds. Here is a look at the key data:

Monitoring data from five major non-staple food wholesale enterprises show that Xiamen had ample supplies of major non-staple foods during the holiday. Consumption of hog, poultry, and aquatic products increased from a year earlier, while vegetable consumption declined slightly and egg consumption remained largely stable. Wholesale prices fluctuated within normal ranges.

Sample data from 18 shopping centers show that foot traffic exceeded 8.95 million visits during the National Day holiday, up 33.2% year on year. Revenue reached RMB 396.28 million, an increase of 12.3%.

At the same time, Xiamen's trade-in program in the commerce sector generated more than RMB 160 million in consumption.

Catering enterprises across the city registered a cumulative revenue of approximately RMB 913 million, an increase of 4.9% compared to the same period last year.

During this year's National Day holiday, Xiamen built on the positive results of its Mid-Autumn holiday consumption-promotion efforts, further strengthening coordinated efforts by government, businesses, and banks. The city drew on its strengths in Minnan folk culture, the first-store and first-launch economy, the ticket-stub economy, and the nighttime economy, alongside Taiwan-related consumption and inbound tourist spending. It promoted closer integration of folk-culture IP, first stores in shopping districts, and consumer-friendly vouchers and subsidies with commerce, tourism, culture, sports, and exhibitions. These efforts helped upgrade consumption scenarios citywide, with new consumption hotspots, scenarios, and models continuing to emerge.

01 Creating Immersive Scenarios to Diversify Consumption

During the National Day holiday, intangible cultural heritage, trendy designer-toy IPs, and art exhibitions served as core engines to upgrade commercial complexes and distinctive neighborhoods into immersive destinations. Complemented by consumer vouchers, cross-district rail transit, and free shuttle services, the city unleashed a holiday consumption boom linking on-island and off-island areas, spanning day and night, and integrating online and offline channels. Zhongshan Road used its century-old arcade buildings as a backdrop to stage roving parades and stationary performances alongside float processions, creating a dynamic cultural corridor. Sea World (Xiamen) marked its fourth anniversary with "art by day, markets by night," featuring a Flying Dragon-Headed Fish Display, a Mid-Autumn tourism carnival night market with 40 stalls, and traditional bobing (the Mooncake Dice Game). Island Meets Minnan launched its "Gulang Homecoming Season," using qiaopi (remittance letters sent by overseas Chinese) as a narrative thread to bring together bobing prize challenges, three homecoming-themed spectacles, interactive performances, NPC interactions, and traditional Chinese attire experiences. The Shapowei Fishing Port Life Festival and Shimao Cross-Strait Plaza market drew large crowds, with the mall rolling out a Minnan-aesthetic intangible cultural heritage exhibition, Nuo dance and stilt-walking performances, dragon-and-tiger lantern painting, and the "Sunset Beer & Music Festival." Meanwhile, the Tongwen Ding area set up the "FINDING Xiamen" pop-up space featuring live music and themed panel discussions. DVLN PaRK on Douxi Road used its "Stroll Lounge" to host craft workshops, themed exhibitions, pop-up markets, and concerts, generating fresh consumer vitality for the old city district.

02 Launching Debut Stores to Drive Consumption Upgrades

During the Mid-Autumn and National Day holidays, commercial districts across Xiamen actively focused on market debuts, welcoming first-ever blockbuster IP exhibitions and trending brand stores to continually energize the retail scene. The SM "Ha Qiu" Bread Festival in Siming District filled the air with the aroma of freshly baked bread, bringing together more than 70 brand stalls from 29 cities nationwide, with over 40% of the brands making their debut in Xiamen. "JOY 2gether" highlighted Xiamen Joy City's second-anniversary celebrations, while the Fujian debut exhibition of "Infinite Slacking Diary" officially opened, both centering on "ease" and "holiday roaming" to present the Xiamen debut of four major themed scenes. Meanwhile, amid the ongoing momentum of the expansion of the Wuyuan Bay and SM commercial hubs from the Mid-Autumn holiday, Xiamen K11 Select in Huli District unveiled its "Art Motion" campaign, international artist Philip Colbert's "Lobster Wonderland" opened as its Fujian debut, and the LINE FRIENDS Brown Bear "15 AND BEYOND" exhibition launched as its nationwide premiere. SM Xiamen Phase 4 CHAO BLOCK has seen brand debuts, concept stores, specialty themed stores, and newly upgraded stores account for more than 70% of its offerings since opening on September 25.

03 Targeting District Policies to Spark Distinctive Events

Adapting to local conditions, districts across the city delivered tangible, real-money benefits to residents and visitors through a variety of consumer-friendly measures, including consumer vouchers, spend-and-save discounts, car-purchase subsidies, and the "sweet economy," all of which effectively drove citywide consumption.

04 Unlocking Payment Channels to Boost Inbound Spending

Leveraging its pilot program for developing an international consumption environment, the city has focused on areas frequented by international visitors, such as Zhongshan Road, the cruise home port, key attractions, transit hubs, and core commercial districts, actively enrolling international brands, domestic heritage labels, specialty cultural-creative shops, and local souvenir merchants into the tax-refund merchant list to continually expand the network and enrich tax-refund business formats. Alongside these efforts, diversified processing channels and streamlined services have made spending more convenient for overseas travelers, continuously driving inbound consumption growth.

Contact Info:
Name: Lu Yu Hang
Email: Send Email
Organization: Chinese Headline (Xiamen) Media Co., Ltd
Website: https://www.52hrtt.com/global/n/w

Release ID: 89206686

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