Major commercial districts in Shanghai have successfully driven consumption by blending traditional cultural festivities with immersive 2026 FIFA World Cup pop-ups, viewing parties, and interactive retail activations during the Duanwu Festival holiday running from Friday to Sunday.
In the Xintiandi commercial area in Huangpu District, a 40-day World Cup-themed event has kicked off.
The district has created a football-themed pop-up space and partnered with retail and dining merchants to offer discounts, creating a one-stop destination for match viewing, leisure, and shopping.
At the Hongqiao Nanfengcheng commercial area in Changning District, official merchandise pop-up stores, interactive football games, and a global food market are drawing large crowds.
"It's great. People can come here after meals to feel the World Cup atmosphere," said Wang Jingyu, a local resident.
Leveraging the holiday and the World Cup, commercial districts across Shanghai have created integrated "sports + commerce + culture + tourism" venues, fueling continued growth in event-driven spending.
The Duanwu Festival, also known as the Dragon Boat Festival, is an annual public holiday in China celebrated on the fifth day of the fifth lunar month. In 2026, the holiday fell on Friday, resulting in a three-day weekend from Friday to Sunday.
Shanghai commercial districts fuel consumption by leveraging World Cup fever during Duanwu Festival holiday
Foreign visitors in multiple Chinese cities immersed themselves in Zongzi-making and dragon boat racing, two traditions of the Dragon Boat Festival, gaining a hands-on experience of traditional Chinese culture while sharing the joy of the festival with the local people.
The Dragon Boat Festival, also known as the Duanwu Festival, is celebrated on the fifth day of the fifth month on the Chinese lunar calendar. This year, it fell on June 19.
In Shenzhen, south China's Guangdong Province, many foreign visitors took part in local intangible cultural heritage workshops where they got to make Zongzi with their own hands.
"So many people gather together to celebrate this festival and eat together. It's really good," said a visitor from Pakistan.
In Nanchang, east China's Jiangxi Province, international students rolled up their sleeves alongside residents, stuffing rice with fillings, folding bamboo leaves, and tying the bundles with string. They also crafted scented sachets, a traditional item associated with the festival.
"This is my first time making Zongzi. They're stuffed with beans and red dates. The whole process was so fun. Traditional Chinese culture holds deep significance," said a student from Russia.
"Zongzi smelled amazing, and the atmosphere was wonderful. Everyone here felt just like one big family," said a student from Morocco.
Beyond Zongzi-making, foreign visitors in Beijing also raced dragon boats.
"This is my first time seeing such an activity, being involved in some traditional experience. It's good to interact with a lot of people. Riding a boat is very fun as well," said a visitor from Brazil.
Foreigners in China experience Duanwu Festival customs
