On January 30, the 29th China (Sichuan) New Year Shopping Festival opened at the Chengdu Century City New International Convention and Exhibition Center, with a concurrent branch venue established in Chongqing. Under the theme "Shop for Global New Year Goods and Share a Beautiful Life", the event attracted over a thousand Chinese and international enterprises from 36 countries and regions, nearly 30 provinces (autonomous regions, municipalities) across China, and 21 cities (autonomous prefectures) within Sichuan. It brought together 100,000 varieties of high-quality Spring Festival goods across categories such as century-old heritage brands and innovative tech products.

This edition of the New Year Shopping Festival features themed pavilions such as Fine Wines &Confections, Distinctive Agricultural Products, and Beautiful Life. It also includes dedicated exhibition areas like the Sichuan Premium Liquor Market, Tianfu Tourism Cuisine, and Quality Goods from Chengdu, Deyang, Meishan, and Ziyang. At the Shopping Festival venue, booths featuring products such as Wuliangye liquor, Rainbow electric appliances, sturgeon caviar, and Nanchong silk attracted continuous consumer inquiries and purchases. Staff from Sichuan Wuliangye Cultural Tourism Development Co., Ltd. introduced that their new products, such as the 29% ABV low-alcohol, strong-flavor baijiu "Wuliangye: 29° Crush on", have been well-received by consumers. An official from the Liquor Industry Development Division of the provincial Department of Economy and Information Technology explained that this year's New Year Shopping Festival innovatively adopted a "1+N" model combining an exhibition with chain stores. Beyond the main venue, the festival launched co-branded promotional campaigns with over 2,000 offline Hongqi chain supermarkets across the province.

This year's Shopping Festival has also created an exchange platform for distinctive quality products from across China and around the world. The "Xinjiang Quality Goods in Sichuan &Chongqing" event was held for the first time. Renowned teas from various regions, such as Wuyi Rock-essence Tea, Fuding White Tea, and Yunnan Pu'er Tea, were also featured at the exhibition. In the Imported Goods Zone (opening on February 4), world-renowned beverages and gourmet items such as French wine, German beer, and Belgian chocolate will be showcased and available for purchase, alongside lifestyle products including imported kitchenware and cultural-creative handicrafts.

This edition of the New Year Shopping Festival will run from January 30 to February 11. A series of concurrent events will be held during the festival, including the Sichuan Premium Liquor Market and the 2026 Sichuan Premium Liquor Spring Festival Consumption Month, the "China's Capital of Tibetan Sheep · 3rd Ruoergai Food Fair", and a dedicated food supply chain sourcing conference.