Chongqing — The 2025 Jiefangbei International Consumption Festival opened this week in Chongqing’s Yuzhong District, turning the city’s landmark commercial hub into a showcase for global fashion and lifestyle trends.

With the theme "Global Style · Fashion Trends," the festival brings together more than 100 international brands, 10 foreign consulates in Chongqing, and major commercial partners. Over the next two months, the event will feature product launches, fashion shows, exhibitions, and interactive shopping promotions.

The opening highlighted Harper's Bazaar International Golden Street Show, with appearances from Chinese designer label II ENCORE and international bridal houses PRONOVIAS and VERA WANG Bride. Danish fragrance brand Skandinavisk debuted its first pop-up exhibition in Southwest China, while Li-Ning launched a new outdoor sports line. Bosideng unveiled its 2025 lightweight down jackets, and South Korea's ON&ON staged its first regional exhibition.

International Golden Street Show. (Photo/Organizer)

Organizers have integrated initiatives under the "Five Trend-Sharing Plans," ranging from debut exhibitions and boutique shopping experiences to nightlife activities, street revitalization, and online shopping campaigns. In partnership with UnionPay, major banks, and platforms like Meituan and Douyin, more than 100 themed promotions will boost consumer participation. The festival also debuts the Chongqing International Trend Beverage Festival, creating immersive experiences for visitors.

International Golden Street Exhibition Area. (Photo/Organizer)

Aligned with the Chengdu-Chongqing Economic Circle, the festival jointly released the 2025 "Top Ten Trendsetting Consumption Destinations" with Chengdu's Chunxi Road, reinforcing both cities' ambitions to become world-class consumption hubs.

"Yuzhong is Chongqing’s window to the world and the world’s living room in Chongqing," said Xie Dong, District Mayor of Yuzhong, noting the district’s role as home to all 15 foreign consulates in Chongqing, over 1,000 foreign-invested enterprises, and nearly 90 million annual visitors.

Since its launch in 2020, the Jiefangbei International Consumption Festival has grown into a flagship event blending commerce, culture, and international exchange. It underscores Chongqing’s rise as Western China's leading consumption and lifestyle destination.