On New Year's Eve, the stunning debut of the Yiwu sub-venue at the 2026 Spring Festival Gala showcased "A Different Yiwu" to the world. Far from concluding with the gala's end, Yiwu transformed its fleeting on-screen brilliance into a tangible New Year experience, igniting the potential for holiday cultural tourism consumption.

From "Highlight Stage" to "Lasting Attraction"

The Spring Festival Gala effect continues to reverberate, bringing a "strong start" to Yiwu's cultural tourism market. Since the Spring Festival, Yiwu has recorded a total of 2.6757 million tourist visits across its regions, a year-on-year increase of 30.87%. Comprehensive tourism revenue reached 2.408 billion yuan, up 28.43% year-on-year.

Starting from the first day of the Chinese New Year, ten Gala-related check-in spots were gradually opened to the public. As of the fourth day of the new year, the cumulative foot traffic had exceeded 650,000.

As the main stage for the 2026 Spring Festival Gala sub-venue, the Yiwu Global Digital Trade Centre received 61,900 visitors on its opening day, driving nearly 1 million yuan in consumption at the on-site New Year market. Ximen Old Street restored the aesthetic scenes from the Gala, featuring the magnificent rattle-drum stage, dazzling phoenix lantern displays, and alleyways where tradition met modernity, attracting throngs of visitors. On the first day of the Chinese New Year, the street received 12,100 visitors, and by the fourth day, single-day foot traffic exceeded 30,000, with average daily numbers continuing to climb.

From "Online Traffic" to "Offline Consumption"

During the Spring Festival holiday, Yiwu implemented a combined strategy of "Event Matrix + Consumption Incentives + Industrial Chain Extension" to fully unleash consumption potential.

The event matrix achieved comprehensive coverage. Centered around the 2026 Spring Festival Gala sub-venue locations and five major commercial districts, Yiwu coordinated with 14 towns and sub-districts to launch 166 "Explore Yiwu with the Spring Festival Gala" Spring Festival cultural tourism experience activities, ensuring "each town has its unique feature, with surprises every day". Fotang Tourist Resort hosted immersive activities during the holiday, such as ancient town rooftop concerts, and intangible cultural heritage stage performances, accumulating over 600,000 tourist visits and achieving total tourism revenue exceeding 40 million yuan.

The industrial chain was extended in an integrated manner. By blending the Gala's IP with local culture, Yiwu developed 17 co-branded cultural and creative products with the 2026 Spring Festival Gala, including Year of the Horse woven bags and intangible cultural heritage rattles, along with over a hundred "Yiwu Gifts" specialty items. Seven pop-up stores for Gala cultural creative products were opened at the airport, train stations, and key commercial districts. An online "Yiwu Gifts" store was launched, four double-decker buses were transformed into mobile pop-up shops, and a "Spring Festival Gala Post Office" was established in collaboration with China Post. To date, total sales of cultural and creative products have exceeded 5 million yuan.

On February 19th, Yiwu held a press conference titled "Spring Festival Gala Style New Year in Yiwu". This time, the event transformed from a one-time announcement into an immersive exploration journey through real-life settings, inviting guests to discover the same experience as seen on the Spring Festival Gala. It extended a warm invitation to audiences nationwide and around the globe.

During the 12 minutes on New Year's Eve, Yiwu captivated the world. The presentation showcased the majestic momentum of rowing races under the Fotang Floating Bridge, the patriotic fervor of the army of Qi Jiguang embodied in their vow for "peaceful seas and tranquil years", the century-old reminiscence of Chen Wangdao's "taste of happiness is exceptionally sweet", the festive spirit of spiraling Bench Dragon dances, the intelligent coolness of golden-armored robots, and above all, the open-mindedness of Yiwu connecting the world through the Global Digital Trade Centre. Those 12 minutes were magnificent, dazzling, and left the audience wanting more. Though the Spring Festival Gala has concluded, the "Spring Festival Gala Style New Year in Yiwu" is now unfolding.

The Global Digital Trade Centre—the dazzling main stage of the Gala, themed "Silk Road Songs of Joy", exudes grandeur and magnificence, where the graceful Tea-Picking Dance and cross-continental songs of the century resonate together. Ximen Old Street—a realistic model of Spring Festival Gala aesthetics, freezes moments in time such as Jackie Chan gently catching a feather, the captivating glimpse of the rattle-drum stage, and the impassioned departure of the Qi's army.

Beyond the two main stages, visitors can also explore the ancient charm and new vitality interwoven at Fotang Ancient Town, where green bricks, black tiles, and the floating bridge's shimmering reflections create a captivating contrast; witness the lively and joyous Children's Bench Dragon parade at Fenshuitang Village and taste the sweetness of faith as imbued in the happy life as Chen Wangdao; feel the dynamism of rural entrepreneurs at Lizu Village; or discover the story of common prosperity at Dachener Village. These beautiful rural villages are all competing to showcase their unique splendor.

From "Captivating Moments" to "Urban Prosperity", every frame within those stunning shots encapsulates the essence of everyday life and patriotic feelings. Each scene is photogenic and unmissable. Explore Yiwu with the Spring Festival Gala. We sincerely invite everyone to come to Yiwu, savor global cuisines, shop for world-class goods, and make friends from all over the world.

Source: Yiwu Media Convergence Center

When Jackie Chan and Lionel Richie joined hands on the 2026 Spring Festival Gala stage to sing "We are the World", the melody crossed mountains and seas, landing in the vibrant land of Yiwu. The eight-minute presentation at the Yiwu sub-venue not only became a highlight of the Year of the Horse Gala but also brought the image of "World's Yiwu" into the global spotlight.

Behind the Global Attention Lies Solid Development Foundation

Data shows that in 2025, Yiwu's total import and export volume exceeded 836.5 billion yuan, with cross-border e-commerce imports surpassing 100 million orders. Over 30,000 foreign businessmen are active in Yiwu daily, with more than 11,000 registered foreign-invested business entities. The number of "Yiwu" China-Europe Railway Express trips continues to rise. The Global Digital Trade Centre was officially inaugurated, and the transaction volume of digital trade platforms reached new heights, continuously improving the efficiency of "buying globally, selling globally".

The World's Market Hub: "Finding Dreams in Yiwu"

"Why did you come to Yiwu?" When posing this question to international friends in Yiwu, the most common answer received is "to find my dream in Yiwu".

Ali, a young man from Dubai, has been rooted in Yiwu for over a decade. Starting from a small stall, he now owns his own foreign trade company and supply factories. Ammar, a Yemeni national, came to China at 18. After earning his doctorate, he moved to Yiwu to work as a doctor, responsible for international clinic services and explaining the details of medical insurance policies to expatriates in multiple languages. His social media feed is filled with news about Yiwu, making him a "spokesperson" for the city.

The Beauty of Cultural Integration: From "Learn About Me" to "I Understand You"

In Yiwu, many foreign friends can work and live smoothly even without speaking Chinese. Meanwhile, Yiwu market vendors, mostly women, have formed "language corners", regularly learning English, Arabic, and other languages, with many becoming proficient in five or six languages.

In Jinningshan Community which is known as the "UN Community", nearly 1,400 expatriate residents from 74 countries and regions live harmoniously. Every Wednesday evening, members of the "Foreign Night Patrol" volunteer service team conduct fire safety inspections in fluent Chinese and English. The community also has a mediation team of over 30 "International Mediators" who have successfully resolved more than 330 various disputes.

Broadness of the Open Pattern: "Paying Attention to Yiwu Means Paying Attention to the Future"

Why is Yiwu attracting increasing overseas attention? Alex, a Finnish businessman who has lived in Yiwu for over ten years, answers: "Yiwu represents the future. You might have thought it only sold small commodities before, but now its own brands are going global."

Here, small commodities harbor vast global business opportunities. Today's Yiwu is writing, in its unique way, a new expression of how Chinese cities connect with the world.

On the stage of the CMG(China Media Group) 2026 Year of the Horse Spring Festival Gala, Yiwu made a stunning eight-minute appearance, showcasing the city's commercial vitality, inclusive spirit, and development miracle to a global audience. Though not its first time in the international spotlight, the performance once again ignited overseas fascination with this county-level Chinese city.

Across social media, Yiwu-related topics have remained highly visible, from the Milan Winter Olympics and the FIFA World Cup 2026 to the viral "KuKu Ma" (Crying Horse).

Supported by Yiwu's foreign trade network, "KuKu Ma" swiftly went global. The Straits Times of Singapore analyzed the trend as evidence of Chinese manufacturing's keen understanding of consumer emotion, highlighting industrial upgrading. PR Newswire noted that "Made in Yiwu" products continue to reach households worldwide.

Following the Yiwu sub-venue for the 2026 Spring Festival Gala broadcast, international interest surged. Viewers called Yiwu "Friendly", "Inspirational", and a "Dream Land", with many saying, "I want to visit this year". A foreign resident proudly called himself a "Yiwuise", inspiring others to follow suit.

Before the Spring Festival, Yiwu's promotional videos appeared on screens across 20 countries and five continents. From street markets to the "World Supermarket", images of the Global Digital Trade Centre, new energy vehicle factories, and the China-Europe Railway Express showcased the city's transformation worldwide.

Media outlets including The Manila Times, Vientiane Times, Singapore's TNGlobal, and Germany's FinanzNachrichten carried the story.

"Yiwu represents the future," said Alex, a Finnish businessman who has worked in the city for over a decade. "People once thought it was just about small commodities, but now its own brands are going global. This is a Yiwu full of creativity and momentum for the times."

As the 2026 Spring Festival approaches, a campaign titled "Yiwu Red Lights Up Global Landmarks" has been launched across five continents. Outdoor screens in 20 countries and regions—including New York's Times Square, Toronto's Yonge-Dundas Square, Dubai's CBD Bay, the Avenue de l'Opéra in Paris, Milan's Navigli, London's Stratford, Myeongdong Eulji-ro in Seoul, and Jalan Imbi in Kuala Lumpur—are simultaneously broadcasting Yiwu's city promotional video and invitations to the 2026 Spring Festival Gala's Yiwu sub-venue.

From a roadside market to a "world's supermarket", from the Shuangjianghu New Area to the Global Digital Trade Centre, from new energy vehicle factories to the China-Europe Railway Express (Yixin'ou), and from Chen Wangdao's former residence to the international Jimingshan Community—these images unfold like a scroll, showcasing the economic vitality, global vision, and cultural richness of this county-level city in China. The city's cultural brand, "World's Yiwu, City of Warmth & Integrity", shines brightly, accompanied by heartfelt Spring Festival greetings from eight Yiwu businesswomen extending a warm invitation to the world: "Come to Yiwu—taste global cuisines, shop for global goods, make friends from around the world, watch China's Spring Festival Gala, and do business with the world."

This confidence is rooted in solid development. Over the past year, Yiwu delivered an impressive performance reflecting its "speed, innovation, vitality, and confidence", earning Zhejiang Province's "Loyalty, Responsibility, and Excellence Award". It ranked first among county-level cities nationwide in total export volume, number of market entities, and per capita disposable income of urban and rural residents; its total retail sales of consumer goods ranked first in the province; it topped the "China County-Level Common Prosperity Index"; and it rose to first place in the national "Top 100 Counties in Social Governance". The cultural tourism brand "Yiwu Is Fun to Explore" went viral, achieving the highest communication popularity index among county-level cities nationwide. As an important window of China's reform and opening-up, Yiwu introduced 33 national and provincial "first orders", "first cases", and "first initiatives" last year. The Global Digital Trade Centre officially opened, Yiwu (Suxi) International Hub Port commenced operations, the China-Europe Railway Express (Yixin'ou) maintained its leading position nationwide and ranked first in the Yangtze River Delta in terms of train frequency, and Yiwu became the first county-level city in China to exceed 100 million cross-border e-commerce import orders in a single year—strongly supporting both domestic and international economic circulation.

On February 4th, the 2026 Spring Festival Gala Cultural Pop-up Store at the Yiwu Centre shopping district was bustling with crowds. Inside, a dazzling array of creative products filled the space, including brocade bags featuring Yiwu's "Six Virtues" culture, red envelopes printed with poems by the Tang Dynasty poet Luo Binwang, and the Year of the Horse "Spring Bowl" gift sets. Stepping into the store, you'll see Spring Festival elements blended with creative design, all centered around the theme of the Year of the Horse.

It is known that the five Spring Festival Gala pop-up stores making their debut this time are not only new cultural scenes themed around the Spring Festival Gala but also eye-catching check-in spots for cities celebrating the Chinese New Year. The five stores are strategically located in Yiwu's core business districts, transportation hubs, and vibrant night market, covering two major commercial landmarks—Yiwu Centre and Yiwu Place, two key transportation gateways—Yiwu Airport and Yiwu Railway Station, as well as Santing Road Night Market, a "landmark of urban life and atmosphere".

"These cultural and creative products not only have a Yiwu flair but are also very stylish, making them perfect for both gifts and personal use," said a Tunisian merchant at the Yiwu Centre pop-up store, who had specially brought friends for shopping. "This is for Chinese New Year, right? It's so beautiful!" remarked a Colombian visitor on-site with genuine admiration.

The pop-up stores adopt a combined model of "products exhibition and sales + postal services". They not only offer 17 limited-edition collaborative products for the Year of the Horse but also provide convenient services such as sending New Year-themed stamps and mailing products. This allows residents and visitors to effortlessly "take the festive atmosphere of the New Year home" while shopping, traveling, or exploring night markets.

Following this, each pop-up store will launch interactive activities such as intangible cultural heritage experiences and hand-written "Fu" (fortune) characters. These initiatives will deeply blend the cultural charm of the Year of the Horse with the vibrant urban atmosphere, building momentum for the Spring Festival Gala sub-venue.

Today marks the traditional Chinese Laba Festival, heralding the approach of the Lunar Chinese New Year. A promotional video titled "Yiwu Right Away" for the Spring Festival Gala has been released to the world. As one of the designated sub-venues for the 2026 Spring Festival Gala, Yiwu is now undergoing its final preparations.

At the Yiwu International Trade Market, a sprawling complex with over 80,000 stalls offering more than 2.1 million types of products, business remains brisk ahead of the festive season. From holiday decorations and Olympic-themed souvenirs to daily necessities and smart hardware, goods labeled "Made in Yiwu" are making their way to households across the globe. Thousands of domestic and international buyers, along with live-streaming e-commerce teams, are busy sourcing festive products, cementing Yiwu's role as a vibrant gateway for global shoppers seeking "Chinese New Year goods".

"Yiwu Right Away" is more than just a slogan—it represents a well-established industrial ecosystem built over years of development, supported by a flexible logistics network, thriving digital trade platforms, and the relentless entrepreneurial spirit of the local community. This deep-seated capability allows the city to effortlessly juggle its role as a Spring Festival Gala sub-venue while fulfilling its mission of spreading festive joy worldwide.

The selection of Yiwu as a sub-venue for the 2026 Spring Festival Gala highlights its status as the world's capital of small commodity and a pioneering window for cross-border e-commerce. During the live broadcast of the Spring Festival Gala on Chinese New Year's Eve, Yiwu will showcase to a global audience the vibrancy of Chinese manufacturing, the warmth of Chinese traditions, and the festive spirit of family reunions.

With almost everything in place, Yiwu is not only ready to deliver an unforgettable celebration during the Spring Festival Gala but will also continue to uphold its commitment to delivering the essence of Chinese craftsmanship and New Year culture to every corner of the world, right on time.