Qingming Holiday Consumption New Trends: Behind 6.53 Billion, How Does Emotional Value Unlock New Market Vitality?

During the Qingming small holiday, Beijing’s consumer market saw a surge in activity. In just three days, 60 key commercial districts across the city attracted more than 24 million consumer visits, achieving a total consumption value of RMB 6.53 billion. A variety of innovative events not only enriched residents’ holiday life, but also injected new momentum into the market through a distinctive experiential consumption model.

The Coffee Youth Festival held at Yitian Jiâng Shopping Center became a popular gathering spot for young people. More than 80 coffee and food brands from 5 countries and 24 cities came together, bringing consumers a global-flavor journey. In addition to tasting coffee, the event also featured interactive segments such as games, live band performances, and coffee workshops—making urban life feel both poetic and cutting-edge. Since the festival was first launched in 2021, it has evolved from a simple consumption venue into a professional, quality-driven social space, becoming an ideal place for residents to relax and recharge.

Emotional value has become a key factor driving consumption across Beijing’s major commercial districts. Multiple debut and premiere exhibition events launched by Chaoyang Joy City attracted a large influx of visitors. The “Not Human Beings” pop-up store drew inspiration from traditional mythology, released limited-edition merchandise, and precisely met young people’s needs for cultural identity and emotional healing through interactive experiences such as check-in stamping and fun gashapon vending. The vividly colored WAKUKU trend-toy exhibition, meanwhile, became a go-to spot for taking photos and check-ins and releasing emotions, thanks to its high-appeal designs and a relaxed atmosphere.

During this holiday, Beijing’s commercial districts all broke away from traditional consumption models and focused on emotional value. Whether it’s the quality enjoyment brought by coffee culture or the emotional resonance sparked by national-trend IP and trend toys, consumption has shifted from a simple buying-and-selling act to an important way to meet spiritual needs and convey one’s lifestyle attitude. From purchasing products to purchasing experiences, from meeting essential demands to pleasing oneself, experiential consumption and cultural consumption centered on emotional value have become new highlights of holiday spending. By innovating through integrated culture, commerce, and tourism, commercial districts have fully tapped consumption potential and helped steer Beijing’s consumer market toward greater quality, diversification, and experiential orientation.