A vibrant summer carnival blending beer, food, football and music performance opened in Juye County of east China's Shandong Province on Saturday evening, offering visitors an immersive nightlife experience that combines local culture, trendy entertainment and culinary delights.
The opening ceremony was held at a football field in Longgu Town where live music performance energizes the crowd.
At the event, visitors can also enjoy delicacies such as barbecue, crayfish, and other local snacks in a 4,500-square-meter food and beer zone.
Meanwhile, two football events will be held during the nine-day carnival, a league for 12-and-under girls, and an eight-man invitational tournament.
The event creates diversified consumption scenarios for dining, entertainment and sports.
"Combining the football carnival with beer-themed music performance has not only boosted local sports enthusiasm but also significantly increased revenue for on-site vendors and surrounding restaurants and hotels. The event has boosted the nighttime economy, enriched our town' cultural consumption models, improved the environment for cultural consumption, and driven the upgrading of cultural tourism spending,"said Xu Juzhuan, Communist Party chief of Longgu Town.
Over recent years, Juye County has actively promoted consumption upgrades through cultural festivals, with extended business hours, and commercial district renovations. In the first half of this year, the county issued over 100 million yuan (about 13.89 million U.S. dollars) worth of consumption coupons, helping generate 11 billion yuan (1.53 billion U.S. dollars) in retail sales.
Summer carnival opens in east China's Shandong with varied activities to boost night economy
