“Dragon Boat Festival Economy” Surge Highlights China’s Economic Vitality

During the 2025 Dragon Boat Festival, consumption in China, online and offline, gained momentum again. The festive economy has become a window for the world to observe China’s market potential and economic vitality. It reflects the strong resilience and internal driving force of China’s economy.

During the 2025 Dragon Boat Festival, China saw a surge in consumption. Many regions created new consumption scenarios blending traditional customs and modern experiences. In Beijing, the 37th Daxing Watermelon Festival, featuring “shopping malls + markets” and “parks + concerts”, proved a big hit. According to the Beijing Municipal Bureau of Culture and Tourism, the city received 8.211 million tourist visits, up 5.4% year – on – year, with total tourism revenue hitting 10.77 billion yuan, a 6.7% increase.

In Xiangyang, China, hundreds of restaurants participated in the “Top 10 Signature Dishes” selection event. The exquisite dishes not only showcased Chinese cuisine globally but also amplified the ripple effects of the Dragon Boat Festival economy. French chef Corentin Delcroix remarked, “China’s profound culinary heritage has given me a genuine appreciation for the diversity and inclusiveness within the traditional culture embodied by this festival.”

In China’s Altay region, Xinjiang, the age – old nomad migration is turned into a tourist – friendly event. The sight of 450,000 cattle and sheep moving on Shalibulake Grassland lures numerous tourists and photographers. Local tourism departments report that over 50,000 visitors came during the migration period, giving a significant boost to local tourism revenue.

Traditional festive foods remain key to China’s holiday consumption. During the Dragon Boat Festival, zongzi (sticky rice dumplings) sales surged. Dingdong Maicai reported over 20% sales growth of zongzi, while Tmall’s sales jumped nearly 70%. Meanwhile, surging zongzi sales ignited a boom in fresh seasonal food sales on the platform, with transactions up 46% year-on-year. Popular items included lychees, loquats, and ice cream.

Meanwhile, home appliance and home consumption has become another highlight during the Dragon Boat Festival. During the “Trade – in Carnival” in Shanghai, over 8.1 million orders were placed, generating sales of 21.5 billion yuan. Cooling appliances like air conditioners saw over 20% sales growth. The event, backed by national subsidies, local policies, and corporate discounts, offered up to 30% trade – in subsidies. Free removal and installation, door – to – door installation, and custom – made services were provided to enhance residents’ holiday benefits.

Strong holiday consumption momentum is also evident in lower-tier markets. Spurred by Linyi City’s (Shandong) “Consumption Renewal Season” policy, demand surged across categories like appliances, electronics, and automobiles. Pre-holiday household appliance consumption rose 18% YoY, while new energy vehicle sales climbed 12% MoM. Traditional festivals are becoming an important lever to unlock consumer potential in China’s tier-3 and tier-4 cities.

Notably, with the early start of the “6·18” e – commerce promotion, the clothing market has become very active. In Suqian, Jiangsu, several Outlets brands have launched Dragon Boat Festival – themed series and discounts. Staff stocked 110,000 new items from international brands a week ahead to meet the holiday shopping demand.

From traditional rice dumplings to digital trends, and from cultural resonance to industrial upgrading, the 2025 “Dragon Boat Economy” once again shows China’s strong economic vitality. As World Bank President David Malpass said, “China’s economic growth and policies are crucial for the global economic recovery.” We believe that as China’s market opens up and upgrades further, its consumer market will release unprecedented vitality, boost the domestic and international economy, and keep contributing to the global economic recovery.