China rolls out festive campaign to boost sustainable agricultural consumption

China is launching a campaign to boost festive consumption by promoting high-quality and green agricultural specialty products ahead of the upcoming Spring Festival holiday, the Ministry of Agriculture and Rural Affairs announced recently.

Lei Liugong, director of the ministry's department of market and informatization, said holiday shopping is not only a tradition for Chinese families but also an opportunity to encourage healthier and greener spending choices.

The ministry is organizing a series of activities across the country to expand supply, stimulate demand, and bring more green farm goods to urban and rural consumers during the peak shopping season, Lei said.

A holiday product catalog will be released to highlight trusted brands of local specialty foods to help consumers easily identify safe and distinctive agricultural products. Holiday fairs, specialty markets, and livestream shopping events will also be organized to connect producers with consumers, he added.

To enrich the festival experience, local governments will upgrade consumption activities integrating agriculture, culture and tourism through traditional customs, intangible cultural heritage displays and community cultural activities.

At the same time, the ministry will organize nutrition and health-related activities to promote balanced festive diets, Lei said.

He added that such events will encourage social organizations, enterprises, and the public to purchase agricultural products from less developed areas, helping increase farmers' incomes.

Recently, the ministry, along with major cities including Beijing, Tianjin and Hebei launched the 2026 New Year and Spring Festival consumption campaign in Beijing.

Local governments unveiled measures to spur purchases of green agricultural products, while financial institutions announced 25 consumer benefit policies. Major e-commerce platforms rolled out 13 supportive measures, and industry associations introduced 18 initiatives to promote festive consumption, according to the ministry.