Minhang is Alive with Vibrant Festive Energy

As the Chinese New Year approaches, Minhang District is seeing a surge of festive activity, with celebrations unfolding across major commercial areas, riverside villages, residential neighborhoods and exhibition venues.

Holiday decorations and crowds have become a common sight in recent days, from the folk markets in Qibao to large-scale lantern displays in Xinzhuang. Streets, public squares and cultural venues are drawing families, shoppers and visitors, as organizers seek to combine traditional customs with contemporary urban experiences.

Retail and consumption-focused incentives are also being rolled out ahead of the holiday. Shoppers can access car purchase subsidies, home-furnishing vouchers and a range of spending discounts across major shopping malls and commercial districts.

At the same time, a lineup of exhibitions is catering to a wide spectrum of audiences, including families with children, history enthusiasts and art lovers, offering indoor options alongside outdoor festivities.

The seasonal celebrations form part of the district's yearlong "Chunshen Wonderful Life Season," which officially began on January 26 to coincide with the peak holiday consumption period.

In the first phase alone, running from January to March, organizers have planned 51 activities across four categories: shopping promotions, New Year celebrations, exhibitions and immersive cultural experiences. The program brings together events staged in shopping areas, cultural institutions and public spaces throughout the district.

The campaign is intended to boost consumer confidence while highlighting Minhang's local culture, creative energy and growing role as a destination for leisure and cultural tourism in Shanghai.

Further stages of the initiative are scheduled throughout the year, with each phase aligned to seasonal themes, festive occasions and changing consumer preferences, as the district looks to sustain activity beyond the holiday period.

Spring Festival bazaar

Crowds gathered at the Bailian Nanfang Shopping Center as the "Our Spring Festival" bazaar opened, bringing a festive atmosphere to the surrounding neighborhood.

The event features demonstrations of traditional craftsmanship, folk games and interactive activities, linking cultural programming with retail and tourism. Both online and offline consumer vouchers have been introduced to encourage holiday spending.

One of the busiest areas was a hands-on craft zone highlighting forms of intangible cultural heritage, where visitors explored Year of the Horse–themed activities. Folk games such as lantern-riddle guessing and arrow tossing also drew crowds, alongside displays of Han (206 BC–AD 220) and Tang (AD 618–907) dynasty–style costumes, as well as short etiquette lessons.

The bazaar offered no-minimum-spend vouchers ranging from 5 yuan ($0.7) to 50 yuan at 25 nearby merchants, including outlets in the Bailian Nanfang Shopping Center and POPC Wander City. Additional targeted discounts on selected products and seasonal goods were available through the WeChat mini program "Chunsheng Premium Shopping GO."

Zhaojiacun festive spirit

Zhaojiacun, a riverside village in Huacao Town, recently welcomed dozens of visitors from more than 20 countries, turning the quiet community into a lively cultural gathering. Red paper decorations fluttered in the cold air as traditional music set the tone for a day of shared celebration.

Visitors took part in hands-on activities including strawberry picking, paper-cutting, dumpling tasting and folk performances, offering a close-up look at everyday rural traditions.

Now in its eighth year, the village gala has grown into a local fixture, combining family reunion customs with an open invitation to the wider world.

International students from Shanghai Jiao Tong University joined villagers on stage and in the fields, performing, farming and learning traditional crafts. For many, the experience went beyond entertainment, offering a chance for cultural exchange at ground level.

The celebrations coincided with the second Huacao New Year Goods Festival, which featured 42 booths selling intangible cultural heritage crafts, creative products, festive items and health-related goods.

Linking the event with nearby commercial hubs such as Qianwan Mega Incity is part of a broader effort to support rural development through culture, tourism and local commerce, showcasing a slower, more intimate side of Shanghai rarely seen by visitors.