Chongqing — A Spring Festival shopping season highlighting Chongqing's signature agricultural products opened Saturday in the city's Guanyinqiao commercial district, bringing together hundreds of regional goods in a campaign aimed at strengthening links between farmers and urban consumers and stimulating holiday spending.

Residents select Bayu specialty products. (Photo/Organizer)

The Bayu “Local Specialties” Top 100 Premium Products “Welcoming the New Year · Boosting Consumption” Shopping Season began Feb. 1 at Guanyinqiao Pedestrian Street in Liangjiang New Area. The event features more than 700 products from districts and counties across Chongqing, along with more than 30 promotional activities scheduled during the campaign.

An official from the Chongqing Municipal Commission of Agriculture and Rural Affairs said the initiative aims to strengthen production-to-sales channels for local agricultural brands and increase incomes for rural producers.

At the opening ceremony, 40 shortlisted products were officially recognized and awarded branded designation signs, and the annual Top 100 Premium Products list was released, highlighting Chongqing’s progress in developing recognizable regional farm brands.

Stalls from various areas, including Chengkou county, promoted mountain-raised chicken, vegetables, tea and other regional specialties. Shoppers gathered at the Fengjie navel orange booth, while freshly prepared Kaizhou sausages attracted long lines, adding to the festive atmosphere.

To stimulate consumption, districts including Wanzhou, Qianjiang, Fuling, Beibei, and Yongchuan jointly launched a consumer promotion initiative. During the event, organizers issued 950,000 yuan in online agricultural support vouchers through platforms such as Hema, Chongbai Cloud Shopping and Pinduoduo, along with 200,000 yuan in offline vouchers. Many participating companies also offered direct price reductions.

Nearly 100 businesses are participating, offering products ranging from hot pot seasonings and Chongqing-style noodles to fruit beverages, cured meats, and traditional handicrafts.

“I found everything I needed in one place,” said a shopper carrying several bags. “There are so many choices, and the discounts make it easier to finish New Year shopping at once.”

The event also highlights products from formerly impoverished towns and key rural revitalization support areas, expanding sales channels and helping support long-term income growth.

By combining online and offline sales, product exhibitions and on-site tastings, organizers say the Bayu “Local Specialties” shopping season aims to move high-quality produce from farms to city tables while supporting Chongqing’s rural revitalization efforts.