On the evening of May 23, the online live launch ceremony of the 2026 Selection and Promotion Campaign for "Consumption in Beautiful Anhui" Scenarios kicked off at Hechai 1972 Cultural and Creative Park in Hefei.

The camera wandered through park lanes, food stalls and cultural and creative workshops, presenting diverse new consumption landscapes in Anhui via real public responses and on-site visits.

"Anhui boasts increasingly diverse consumption experiences. There are cultural creations, delicacies, and intangible cultural heritage activities like paper-cutting and sugar painting, offering fun and knowledge alike," said a young woman delightedly beside a sugar painting stall.

Not far away, another visitor shared her expectations. "We hope to see more joint events featuring distinctive cultural products and local food, along with consumption subsidies, which will motivate more people to visit and spend." These live interactions depict consumers’ ideal consumption scenarios rich in culture, immersive experiences and practical benefits.

At the food experience zone, the live stream captured the whole cooking process of pan-fried buns and Bagongshan stinky tofu. In the cultural creation exhibition area, a craftsman skillfully shaped a vivid swallow with a copper spoon, winning rounds of admiration. Integrating traditional intangible cultural heritage with modern consumption scenarios stands as a core goal of this campaign.

Three rounds of online lucky draws were held during the live broadcast, with each round giving away gift sets including branded notebooks, metal fridge magnets and bookmarks. Netizens interacted actively via designated topics, creating a lively comment section. The host also interviewed random visitors and presented them with the same souvenirs.

According to the newly released promotion mechanism, the campaign will build benchmark consumption cases across 16 prefecture-level cities in batches, recruit consumption ambassadors and issue a list of consumption cooperation opportunities. A series of follow-up activities including ambassador check-ins, provincial joint promotion and consumption subsidies will be launched to further integrate agriculture, tourism, culture and commerce, making "Consumption in Beautiful Anhui" a new driving force for economic growth and people’s better life.