This year's Spring Festival, which fell on January 29, was the first one since the celebration's inscription on the United Nations Educational, Scientific and Cultural Organization's (UNESCO) Representative List of the Intangible Cultural Heritage of Humanity in December 2024.

The related eight-day holiday ran from January 28 to February 4. The box office revenue of movies during the holiday was 9.51 billion yuan ($1.3 billion), and the number of moviegoers totaled 187 million—both figures surpassing previous records, according to the China Film Administration.

Consumption in areas such as clothing, home decoration, food and beverages, and tourism was more robust during this year's holiday than it has been in the past five years.

The Spring Festival, also known as Chinese New Year, is the most important holiday in Chinese culture and traditionally sees the highest levels of spending. Through their consumption activities, people contribute to an energetic, festive atmosphere. This year, following UNESCO's recognition, the "spring spirit" was even more animated than usual.

Festival consumption not only encompasses economic activities but also carries cultural and social importance, showing people's commitment to traditional holidays and the strengthening of family and community ties. Established customs, such as family gatherings and visiting relatives and friends, in turn enhance the gift market.

The latest official data indicate that young consumers are increasingly driving festival spending, with young families emerging as a dominant force in sectors such as high-end gifts,e-commerce, tourism, transportation and entertainment.

Data from previous years indicate that China has consistently met market demand.

Supermarkets are well-stocked with both domestic products and imported goods, including French wine, U.S. nuts and Chilean cherries. According to the Ministry of Commerce, the supply of daily necessities nationwide remains sufficient throughout the Spring Festival, with prices generally stable.

People's consumption patterns during this grandest of annual celebrations in China reveal a sense of exuberance with an international hint. This festive period not only fulfills material needs but also satisfies cultural desires and fosters hope for a brighter future.