Songjiang rolls out 2m yuan vouchers, 20 events for Spring Festival

Shanghai's Songjiang district has unveiled a Spring Festival campaign featuring 20 themed activities and 2 million yuan ($291,612) in consumption vouchers, integrating cultural tourism, intangible heritage, film, and commerce to boost holiday spending and attract both residents and domestic visitors.

This five-chapter festive program, branded as such, takes place before and after the Lunar New Year. It showcases what organizers describe as the unique Songjiang flavor of the season. The goal is to merge traditional culture with modern trends, offering immersive experiences alongside interactive consumption.

Sijing Ancient Town. [Photo/WeChat ID: sh_songjiang]

Sijing Ancient Town anchors the heritage segment, joining the Yuyuan Garden Lantern Festival and six other historic towns in Shanghai's lantern fair network. Through March 3, lantern displays, cultural markets, and folk performances illuminate the waterfront neighborhood.

Shanghai Happy Valley stages a holiday fireworks show. [Photo/WeChat ID: sh_songjiang]

Maya Ice and Snow World. [Photo/WeChat ID: sh_songjiang]

Major attractions add modern entertainment. Shanghai Happy Valley stages a holiday fireworks show, while Shanghai Film Park recreates vintage Shanghai scenes inspired by the hit drama "Blossoms Shanghai", alongside parades and immersive theater productions.

Shanghai Poly Yunjian Theater. [Photo/WeChat ID: sh_songjiang]

Shanghai Film Park. [Photo/WeChat ID: sh_songjiang]

Songjiang premium products market at Shanghai Songjiang Station. [Photo/WeChat ID: sh_songjiang]

To boost consumption, Songjiang launched a New Year shopping season with dining, retail, tourism, and auto sales, offering 2 million yuan in vouchers. Half go to online travel platforms, while the rest offer 30 percent discounts on local holiday routes.