China Media Group (CMG) on Thursday launched its Spring Festival consumption season in Hefei City, east China's Anhui Province, aiming to blend traditional festive customs with modern commerce to support rural revitalization nationwide.
The initiative integrates television programming, offline local markets, and live-streamed shopping to bring viewers closer to diverse regional products and Chinese New Year traditions across the country.
By combining cultural tourism, agricultural sales, and media exposure, CMG said it seeks to rejuvenate the tradition of festive shopping in the modern age and document the vibrant changes unfolding in China's countryside.
During the launch event in Anhui, a "smart market" combining technology and intangible cultural heritage drew large crowds eager to browse and shop. Local agricultural specialties and cultural displays distinctive to Anhui were prominently featured, allowing visitors to experience the region's unique heritage and authentic local character while they shop.
The campaign will travel to multiple regions across China in the coming weeks, including Heilongjiang, Sichuan, Xinjiang, Guangdong, Shanxi, Shandong, and Zhejiang. Through its broadcasts, CMG plans to connect audiences with lively local markets nationwide, highlighting the achievements of rural revitalization and stimulating fresh momentum in countryside consumption.
CMG launches Spring Festival consumption season to boost rural economy
