China Consumption Market

The Shanghai municipal government is currently rolling out its 2025 “Shanghai Summer” International Consumption Season, an annual three-month economic stimulus campaign running from July 4 through mid-October. The initiative features brand experience zones where potential customers can have hands-on interactions with products and global product showcases along the West Bund, Shanghai’s scenic riverside promenade, offering new opportunities for companies to engage Chinese consumers through themed events and promotions.  While this summer’s program is already underway, it’s not too late to start planning for the likely 2026 edition.

This year’s campaign builds on a 500-million-yuan ($74 million) consumer voucher program launched by the Shanghai Government in February which targeted spending on dining, tourism, cinema, and sports. With strong consumer uptake, the city is doubling down on retail stimulus and brand promotion through both public events and digital platforms.

This momentum will continue into early 2026 through two major expos:
•    Shanghai Fashion Week (Spring/Summer 2026): March-April 2026  
•    CCF Shanghai International Consumer Goods Fair & Modern Lifestyle Expo: March 19–21, 2026 at SNIEC

U.S. brands—particularly those in premium consumer goods, entertainment tech, and wellness—may benefit by aligning product launches with these events and leveraging voucher-driven traffic through targeted digital promotions. In addition, partnerships with platforms like Meituan, Dianping, or Tmall can further amplify reach and enable online-to-offline (O2O) integration.

Key Considerations for U.S. Companies
•    Voucher mechanics & eligibility: Vouchers primarily support dining, tourism, and entertainment. Consumer tech and luxury brands must work through e-commerce platforms to participate.
•    Regulatory and data sensitivities: Chinese policies around data localization and cross-border marketing are evolving. U.S. firms should ensure compliance with local rules and pre-certify products where applicable. Data localization, privacy, and cross-border marketing rules are increasingly complex. U.S. firms—especially those engaging in digital campaigns or e-commerce—should consult the U.S. Commercial Service’s China Country Commercial Guide as a first step. For tailored help, contact Commercial Specialist Janet Li at janet.li@trade.gov. 
•    Domestic brand preference: Local companies often receive preferential access to voucher schemes and event placements. U.S. firms should highlight what makes their products unique to consumers and may want to consider strong local partners to maximize the opportunities these programs offer.

What This Means for U.S. Companies
•    Time market entry: Align product launches or market activations with major 2026 events.
•    Build digital partnerships: Leverage voucher mechanics and O2O campaigns via Chinese platforms.
•    Stay policy-aware: Monitor evolving regulations affecting data, commerce, and foreign brand positioning.
•    Clarify market-entry strategy: Tailor event participation to match business development objectives.

For tailored assistance, contact Commercial Specialist Janet Li at Janet.Li@trade.gov.