Chongqing - Gabriel from Spain arrived in China with one suitcase. After nearly four weeks traveling across Beijing, Xi'an, Chengdu, Chongqing and Shanghai, he was preparing to buy another one- because his luggage was already full.

Gabriel from Spain uses Alipay to purchase glasses at a LOHO store in Raffles City Chongqing on September 20, 2026. (Photo/Zheng Ran)

"I'm going to buy another suitcase because my ordinary suitcase is already full," Gabriel told Bridging News in Raffle City Chongqing shopping mall on September 20.

His suitcase carried souvenirs and products collected across different Chinese cities, including panda-themed items, jewelry and cultural products. For him, shopping became part of a broader travel experience combining food, culture and everyday life.

Gabriel is part of a growing number of international visitors sharing their purchases from China online through the trend known as "China haul"- a form of social media content where travelers showcase products they discover in China, from local specialties and fashion items to emerging brands and daily goods.

Two tourists from Russia try on sunglasses at Raffles City Chongqing shopping mall. (Photo/Zheng Ran)

In Chongqing, this trend is reflected in different shopping experiences: a Swiss visitor buying a popular collectible toy, a Russian tourist using departure tax refund services after purchasing shoes, and a visitor from Kazakhstan exploring cosmetics and local brands.

China haul trend brings global consumers closer to Chinese products

For Rico from Switzerland, his Chongqing purchase was a Cry Babies collectible toy, a product he had already known before arriving in China. Cry Babies is a popular collectible toy brand featured by POP MART, the Chinese designer toy company that has built a global following through its blind-box culture.

"I already know them. It's a big hype in Switzerland," Rico said.

Domestic and international customers shop at the Pokémon store in Raffles City Chongqing shopping mall. (Photo/Zheng Ran)

He said he learned about the product through his girlfriend and social media platforms, showing how online content is increasingly influencing overseas consumers' awareness of Chinese products.

Rico also tried China’s digital payment system during his shopping trip, using Alipay and finding it convenient, including the option to switch the interface to German. “It’s very simple,” he said, describing his payment experience.

For Aziza Umiraliyeva from Kazakhstan, shopping in Chongqing meant exploring both Chinese and international cosmetics brands. At Harmay, a cosmetics store in PARK108 Shopping Mall, she bought products that she said were not easily available in her home country, including a color-changing lip balm.

PARK108 Guotai Youhuo City Plaza is located in Chongqing's Jiefangbei business district. (Photo/Zheng Ran)

"China surprised me very much about payment methods for foreigners because you can pay through Alipay and link any kind of cards all over the world," she said.

She said she would recommend visiting China to friends because of the wide range of products available.

"Whatever it is, clothes, cosmetics, local food, digital stuff, and gadgets, you can buy anything you need," she said.

For Tatiana from Russia, the shopping experience included a direct encounter with Chongqing's international consumption services. After buying shoes, she completed a departure tax refund process at a shopping center.

"It's very comfortable for payment," Tatiana said, describing her experience with Alipay and currency exchange services.

Policy and services reshape the international shopping experience

The growing number of international shoppers comes as China expands measures to improve the environment for inbound consumption.

China has been promoting the development of international consumption centers as part of efforts to expand domestic demand and strengthen high-level opening-up. Key measures include improving payment services, expanding departure tax refund programs, attracting global brands and creating more international consumption spaces.

Chongqing is among the first group of Chinese cities selected for international consumption center city development. In 2026, the city marks five years since beginning this initiative.

Visitors walk along Jiefangbei Pedestrian Street in Yuzhong District, Chongqing. (Photo/Zheng Ran)

The impact is reflected in growing inbound tourism and consumption data. In the first half of 2026, Chongqing received 1.448 million inbound tourists, up 56.8% year on year. During the same period, departure tax refund sales reached 113.8 million yuan (about 16.99 million U.S. dollars), increasing 72.2% year on year.

To make shopping more convenient for overseas visitors, Chongqing has expanded international payment and tax refund services. The city now has nearly 60,000 merchants accepting overseas bank cards and 396 stores offering departure tax refunds.

For foreign visitors, these services are increasingly becoming part of the travel experience, allowing them to shop, pay, and receive refunds more easily.

Chongqing turns local consumption into a global connection

Beyond payment and tax refund services, Chongqing is also expanding the supply of products, brands and consumption scenarios available to international visitors.

The city has introduced more than 2,200 well-known international and domestic brands. In 2025, Chongqing added 435 new brand stores, while 175 new first stores opened in the first half of 2026.

At the same time, Chongqing has developed new consumption spaces that combine commerce, culture and tourism, including renovated historic neighborhoods, urban landmarks and distinctive local experiences.

The connection between consumption and cultural experience was also reflected in the visit of Martin Jacques, senior visiting fellow at the Asia Research Centre of the London School of Economics. During his visit to Chongqing for the 2026 Yangtze River Civilization Forum, Jacques said he wanted to buy small statues of deities he saw at a shop near a historic site along the Yangtze River for his son.

"He would have enjoyed having them in his room," Jacques said, adding that the items represented a personal memory from his trip.

The city is also strengthening global connections through transportation and trade networks, including the China-Europe Railway Express, the New International Land-Sea Trade Corridor and the Yangtze River shipping route. These channels connect Chongqing with international markets and support the flow of products and services.

The changing consumer experience is also reflected in international perceptions of China. According to Brand Finance's Global Soft Power Index 2026, China ranked second globally in soft power, with a score of 73.5 out of 100.