Foreigners Embrace “Chinese Style” Shopping During China’s Lunar New Year

During the Spring Festival, increasing numbers of foreign tourists traveled to China to celebrate the Lunar New Year, combining holiday experiences with shopping and cultural immersion.

In Hunchun, Russian tourist Daria booked a Hanfu themed photography session at Bohai Ancient Town Scenic Area, seeking a more authentic experience of traditional Chinese New Year customs. In Tianjin, Hungarian resident Dihani hosted three visiting compatriots as a local, taking them to food markets to try candied hawthorn skewers and dried fruits. In Foshan, Guangdong Province, more foreign visitors appeared at reunion dinner tables in local restaurants.

Entry Volumes Reach Record Levels

The National Immigration Administration projects that average daily cross border passenger flows during the Spring Festival holiday will exceed 2,050,000 trips, representing a 14.1 percent increase compared with the previous year.

Many foreign visitors are shifting from brief sightseeing tours to immersive cultural participation. They attend temple fairs, write the Chinese character “Fu,” paste Spring Festival couplets, watch lantern shows, lion dances, and Yingge dance performances, and share videos of setting off firecrackers with family and friends.

Surge in Tax Refund Shopping

Inbound tourism has directly stimulated consumption. Data from the State Taxation Administration show that in 2025, the number of overseas travelers applying for departure tax refunds increased by 305 percent year on year. Sales revenue of refunded goods rose by 95.9 percent, and total refunded tax amounts increased by 95.8 percent.

Shopping preferences among inbound tourists are also shifting. Alongside international luxury brands, more products “available only in China” are entering foreign visitors’ shopping carts. The pattern reflects both consumption upgrading and cultural recognition, moving from “having seen China” to “experiencing China.”

Before the Spring Festival, products incorporating Year of the Horse zodiac elements and traditional motifs became top sellers. At the Universal Beijing Resort, Dutch tourist Finn purchased a zodiac themed hat and a Spring Festival T shirt, stating that the festive atmosphere inspired him to take the warmth home.

On Nanjing East Road in Shanghai, a Greek tourist described shopping as “a dialogue with a city.”

Rising Appeal of Chinese Trend Brands and Technology

Chinese designer toys have become popular among foreign visitors. At a trend toy store in downtown Shanghai, South Korean tourist Li Hanbin purchased building block toys from the “Major National Equipment” series. He noted the large number and variety of specialty toy shops.

Many inbound tourists also visited physical retail stores to experience high technology products widely discussed on social media. Foldable screen smartphones and consumer drones were frequently cited. Foreign buyers described Chinese smart products as refined in workmanship, high in quality, and diverse in selection, reflecting a transition from “low cost alternatives” to “intelligent manufacturing in China.”

Vietnamese tourist Le Yana described shopping in China as comparable to opening a mystery box, with new discoveries in every store. She characterized China not only as the “world’s factory” but also as a source of innovation.

In Beijing’s Wangfujing commercial district, Croatian visitors Martin and Lori test drove new intelligent vehicles and expressed surprise at the smart cabin systems, interior design, and overall technological integration of Chinese new energy vehicles. Although some high technology products could not be immediately purchased for export, they were added to visitors’ future purchase lists. Martin stated that if such models enter the European market, they would seriously consider buying them.

Visa Policies and Digital Upgrades Support Growth

Visa free policies and entry facilitation measures continue to drive inbound travel and shopping. In 2025, the number of countries eligible for China’s unilateral visa free policy increased to 48, while mutual visa exemption agreements expanded to 29 countries. China also upgraded its 240 hour transit visa free policy, extending eligibility to 55 countries and increasing the number of eligible entry ports to 65.

In Sanya, Hainan Province, Russian tourist Anastasia stated that visa free access made travel to China more convenient for her family. Data from the National Immigration Administration show that in 2025, 30,080,000 foreign nationals entered China visa free, accounting for 73.1 percent of total inbound foreign travelers, representing a 49.5 percent year on year increase.

As of the end of November 2025, the number of departure tax refund stores nationwide reached 12,252. More than 7,000 stores offer instant refund services at the point of purchase.

In early February 2026, 11 departments including the Cyberspace Administration of China and the National Development and Reform Commission jointly issued policies to significantly improve the internationalization and convenience of digital services for inbound visitors by 2027. The Ministry of Commerce will also organize “City Themed Events” in 15 pilot cities designated for international consumption environment development.

Sheng Qiuping, Vice Minister of Commerce, stated that efforts will continue to make travel more convenient, shopping smoother, and consumption more cost effective for global visitors, presenting an open, inclusive, and innovation driven China.

Sources: Xinhua News Agency