A: Since the beginning of this year, MOFCOM, together with five other departments, has organized the “Shopping in China” campaign series as a signature consumption-promotion initiative. So far, a number of themed campaigns have been launched, including the International Consumption Season, the Premium Launch Season, and the Services Consumption Season. “Shopping in China” has not only become a buzzword for domestic consumers, but also a trendy choice for international visitors. The campaign can be summarized in three key features.

First, policy and activities work in synergy. MOFCOM, together with the State Taxation Administration and other departments, issued the Notice on Further Optimizing the Departure Tax Refund Policy and Expanding Inbound Consumption, guiding localities to increase the number of participating stores, diversify product offerings, and improve services to enhance the appeal of “Shopping in China”. In the first half of this year, VAT-refundable sales upon departure nearly doubled year on year, and the number of tax refund stores exceeded 7,200, up approximately 80% compared to the end of 2024. Foreign tourists are now frequently seen using departure tax refund services in shopping malls and commercial centers in cities like Beijing and Shanghai.

Second, regional strengths and industrial advantages complement each other. Local governments have drawn on their unique resources, industrial strengths, and cultural heritage to launch nearly 20 localized “Shopping in China” events, tailored to diverse and multi-tiered consumption demands. For example, Shenzhen leveraged its strength in technological innovation to host the “Smart Summer Brand Exhibition”, featuring smart consumption innovations such as ultra-realistic 3D-printed robots, immersive 3D artwork, AI-powered smart glasses, and whole-home intelligent systems. Guangxi Zhuang Autonomous Region took advantage of its unique geographic location to organize the “ASEAN Fruits in Guangxi” event, effectively linking production and consumption through precise supply-demand matching.

Third, commerce is increasingly integrated with tourism, culture, sports, and health and wellness, creating a multi-dimensional model of consumption. Regions across the country focused on four key areas—premium shopping, fine dining, tourist attraction highlights, and splendid shows and exhibitions—to coordinate high-quality resources across departments and sectors, creating diversified consumption scenarios. For instance, Shanghai launched the Shanghai Summer International Consumption Season, offering ten flagship events ranging from culinary experiences and exhibitions to sporting events, tourism, and animation. Notably, the exhibition of “The Civilization of Ancient Egypt” has attracted around 2.6 million visitors to date. In Tianjin, the Haihe International Consumption Season featured the “Ticket Stub Discount Program”, linking exhibitions, performances, and sporting events to unlock cross-sector consumption potential.

Looking ahead, MOFCOM will continue working with relevant departments to guide localities in organizing the “Shopping in China” campaign series with richer offerings, better services, and more diverse scenarios. We aim to create enjoyable experiences for shopping, dining, sightseeing, and cultural appreciation, enabling both domestic consumers and inbound tourists to fully experience the dynamism of China’s consumption market.