Shanghai is leveraging the 28th Shanghai International Film Festival (SIFF) to stimulate consumption and boost the local economy by pairing films with diverse consumer experiences, including creative merchandise, open-air markets, and dining.
With over 420 films now showing in rotation at 47 cinemas citywide, the 28th Shanghai International Film Festival (SIFF) is in full swing.
At Wanping Theatre, one of the venues, moviegoers queued early for screenings. Ticket holders receive free film-related merchandise. Traditional Chinese opera performances are also staged at the theatre to add to the cultural atmosphere.
"There are now more and more interesting sideline events at the SIFF, which enrich our lives while we go to watch movies," said a moviegoer surnamed Luan.
Across the city, film-themed markets have sprung up, featuring cultural and creative products, intangible cultural heritage handicrafts, and snacks, creating a unique "film plus consumption" experience. Customers can receive discounts by presenting their film ticket stubs.
"We brought in Shanghai Film Museum and introduced some film-related cultural and creative products, which were very popular," said a staff member of one of the film-themed markets.
By combining culture and commerce, Shanghai is turning the film festival into a full-sensory experience that boosts the local economy.
"This year, for the first time, we've collaborated with cinemas to screen the Golden Goblet nominated films, and the old street of Yuyuan Garden has been transformed into a film-themed block. We are working together with nearly 50 merchants to launch the ticket economy [experience]," said Wang Peng, communication director of Shanghai Dayuyuan Commercial Development Group.
The 28th SIFF is running from June 12 to 21.
Shanghai blends films, consumer experience to boost consumption
Daniel, a Russian young man who has lived in China for many years, immersed himself in this year's Duanwu Festival customs just like a true local, gaining a deeper and more authentic appreciation for the unique charm where traditional Chinese culture meets contemporary trends.
The Duanwu Festival, also known as Dragon Boat Festival, falls on the fifth day of the fifth month of the Chinese lunar calendar.
For Daniel, this year's Duanwu Festival -- which falls on Friday -- feels a little different. In previous years, he would simply buy ready-made zongzi, the most distinct food for the festival, at a supermarket. But this time, he's set to learn the art of making them from his Chinese mother-in-law.
Before heading to his in-laws' home, he had already stocked up on all the necessary ingredients, along with salted duck eggs and yellow wine. Yet, as he soon discovered, making zongzi is far more than just wrapping rice in leaves -- it's a craft with its own set of rules and techniques. He found himself turning to his mother-in-law for guidance more than once throughout the process.
As one of China's most significant traditional festivals, the Duanwu Festival carries auspicious meanings -- warding off evil spirits and praying for health and well-being. To fully embrace the occasion, people make zongzi, carry fragrant sachets, and tie five-color silk threads around their wrists.
Keen to soak up as much of the festive spirit as possible, Daniel didn't stop at learning how to make zongzi. He also paid a visit to a Duanwu Festival-themed market by the West Lake in Hangzhou, east China's Zhejiang Province.
Strolling past stalls brimming with intricate handicrafts, he struck up conversations with vendors, who shared the stories behind the sachets and the colorful threads. These traditions, he learned, have evolved into something far more than mere rituals -- they are a cultural romance woven into the fabric of everyday life in China.
Russian young man experiences Chinese heritage in Duanwu Festival
