Chongqing- Chinese New Year carries people's hopes for happiness, peace, harmony, and well-being. These expectations have made the Spring Festival a symbol of spiritual culture, making people think about how to boost cultural consumption during the Chinese New Year. 

The Spring Festival, Lantern Festival, and other traditional festivals seasons can create new growth areas and potential for residents' consumption.

In this regard, Chongqing has unique advantages to promote cultural consumption. It is a city of mountains and rivers, a beautiful place with rich tourism resources. 

In 2021, Chongqing showed a good cultural market report card: ranked the list of China's Top 10 Most Influential Cities of Evening Economy for three consecutive years, built the international consumption destination with Bashu culture, improved the old neighborhoods of the mountain city, etc. 

The Tongliang dragon dance is one of the cultural symbols of Chongqing during the Spring Festival. The performance mirrors the most romantic imagination of Chinese people about dragons. 

The nationally listed intangible cultural heritage dates back to the Tang Dynasty (618-907), as the dragon is the totem of the Chinese nation.

People in Tongliang respect dragons. They celebrate the arrival of the new year with the dragon dance. Therefore, Tongliang has become an ideal place for countless people to enjoy this show during the Spring Festival. 

Renowned as China's number one dragon dance, Tongliang dragon dance has been performed on great national and regional events and occasions of cultural exchanges with more than 30 countries.

The significant rise in the popularity of Tongliang dragon dance has brought the overall development of its industry chain. In recent years, Tongliang District has developed hundreds of varieties of dragon lanterns through innovation in inheritance, which are popular in the market, selling well throughout the country. 

The dragon cultural industry has generated income for local people. Until 2021, 35 dance troupes and ten dragon-making teams have sprung up, which generate about 1 billion yuan ($154.6 million) in revenue a year.

Emphasis on cultural consumption is an upgrade from the pursuit of material consumption to a higher level of spiritual and cultural needs. Various cultural activities during the Spring Festival in Chongqing have been very popular in recent years, such as New Year's Eve Fair, folklore performances, art exhibitions, lantern festivals, ice and snow activities, etc.

In the past year, Chongqing has promoted the deep integration of business, tourism, and culture to create a distinctive and functional consumption destination, which provided important support for constructing the international consumption center city. 

Statistics from the Chongqing Municipal Commission of Commerce informed that Chongqing saw a total of 1,396.77 billion retail sales of consumer goods in 2021, an increase of 18.5% year-on-year, ranking third among the provinces in the country. 

The exploration of new business models, as the cultural heritage combines with art performances, has boosted the prosperity of the culture and tourism industries. It's believable that, in the Spring Festival, the annual cultural carnival, Chongqing has bright prospects in boosting cultural consumption with local tradition and cultural heritage.