Chongqing - As the Qingming Festival blended tradition with a modern lifestyle, Chongqing saw a surge in consumer enthusiasm. From seasonal snacks and cultural tourism to retail promotions, this short holiday showcased the strong momentum of China’s domestic consumption.

Traditional culture leads seasonal consumption trends

The Qingming Festival continues to strengthen its status as a cultural touchpoint for seasonal consumption. Sweet green rice balls (Qingtuan), a traditional food tied to the holiday, became the centerpiece of supermarket displays across Chongqing.

Retailers introduced both classic and innovative fillings, such as red-braised beef Qingtuan, to cater to evolving tastes. Sales data from JD.com showed an 80% week-on-week spike in Qingtuan sales, with “salted egg yolk and pork floss” topping local preferences. Meanwhile, DIY Qingtuan kits attracted younger consumers, offering interactive experiences in bakeries and dessert shops.

Various Qingtuan products are prominently displayed in a local supermarket. (Photo/Qiu Xiaoya)

Fresh flower sales also spiked, with white and yellow chrysanthemums dominating the floral markets as symbols of remembrance. New trends emerged with mixed flower bouquets tailored for Qingming rituals, particularly popular among post-85 consumers looking for both aesthetic appeal and emotional expression.

Restaurants joined in by crafting seasonal menus, combining spring ingredients like toon sprouts and bamboo shoots with modern cuisine. Other sectors, such as tea brands and cultural stores, launched Qingming-themed drinks and artisan items, responding to growing demand for symbolic, experiential consumption.

Spring outings spark outdoor economy boom

With blossoms in full bloom, the Qingming holiday marked a peak season for outdoor leisure. From flower-viewing at Chongqing Garden Expo Park to immersive tea-picking in rural tea fields, Chongqing’s diverse offerings drew crowds eager to reconnect with nature.

Flower tourism became a top activity, with late-blooming cherry blossoms creating scenic “flower rain” experiences. Public parks and flower-themed festivals—like the Peony Festival in Dianjiang and Tulip Season at Changshou Lake—added depth to the travel experience, while boosting local tourism revenues.

Visitors enjoy tea picking at Dingxin Tea Garden in Banan District, Chongqing. (Photo provided by the interviewee)

In tea-rich regions like Banan District, families enjoyed hands-on tea-picking and learned traditional processing techniques guided by tea masters. Local companies noted that 90% of participating visitors ended up purchasing tea, underscoring how rural tourism supports both cultural education and agricultural sales.

Meanwhile, cultural parks launched Qingming-themed events such as Hanfu (traditional Chinese attire) tours, interactive rituals, and spring picnics. Attractions like Fuling’s Wine Town hosted flower-field feasts featuring wild greens and local cuisine, creating immersive holiday escapes that blended scenic beauty with cultural flavor.

Retailers capitalize on the holiday rush

Chongqing’s commercial districts fully embraced the “holiday economy” during Qingming with strategic discounts, product rollouts, and new store openings that energized retail traffic.

In shopping centers like Sasseur Outlets, spring collections were met with eager shoppers. Promotions combining seasonal markdowns and government-backed subsidies drove strong sales, especially in home appliances, where “trade-in for new” deals made big-ticket items like laptops and refrigerators more affordable.

Spring fashion also boomed, as rising temperatures pushed light outerwear and outdoor apparel into the spotlight. Popular sportswear brands reported sold-out styles and a surge in foot traffic.

Sasseur (Chongqing Liangjiang) Outlets attract large crowds during the holiday. (Photo/Sasseur Outlets)

Adding to the buzz, a wave of new flagship stores and first-time brand entries boosted footfall. Diners lined up at newly launched eateries, while fragrance-themed exhibitions and tech-forward showcases transformed malls into experience hubs.

Chongqing Municipal Commission of Commerce reported a strong outlook for 2025, with goals including over 300 new brand entries, the creation of 20 new retail experience zones, and 5% growth in total retail sales.

From cultural traditions to modern-day shopping and tourism, the Qingming Festival has evolved into a vibrant showcase of China’s consumer dynamism. As Chongqing continues to blend ritual with retail, tradition with trend, the city sets a strong example of how holidays can drive both sentiment and spending.

(Qiu Xiaoya, Zhou Ying, reporters from Chongqing Daily, contributed to this report's Chinese version.)