[Video provided to gojilin.gov.cn]

Leonz Eder, president of the International University Sports Federation (FISU), has extended his New Year greetings as China welcomes the Year of the Horse, adding an international note to the festive season in Jilin province.

Across the province, a wave of holiday consumption is reshaping city streets and rural markets alike. From bustling downtown shopping districts to lively countryside fairs, coordinated efforts at provincial, municipal, and county levels have set the tone for a steady and confident economic start to the year.

Ahead of the Spring Festival, the "Happy Shopping in Jilin for the New Year" campaign was launched, with authorities issuing 100 million yuan ($14 million) in consumer vouchers province-wide to boost spending. Another 100 million yuan was invested in a lottery in Changchun, adding excitement and tangible rewards for shoppers.

Shoppers at a cultural block in Jilin. [Photo/Cailian News]

Policy support has been layered to maximize the influence, with trade-in programs for automobiles, home appliances, and digital products now extending across both urban and rural areas, with on-site verification and instant discounts simplifying the process. At the same time, financial incentives and promotional campaigns encourage spending across dining, accommodation, transportation, tourism, entertainment, and retail. The goal is clear: ensure policy dividends reach businesses directly and benefit consumers in visible, practical ways.

In supermarkets, gift boxes and fresh produce sell briskly, while restaurants report fully booked reunion dinners as families gather over steaming local specialties. Online orders continue to flow, and delivery services operate around the clock, making instant retail a key driver of holiday convenience.