China News Service, Beijing, October 4 (Reporter Ying Ni) During the National Day Golden Week in 2026, it can be seen from time to time on the streets and airports of Chinese cities: foreign tourists dragging empty suitcases to land, and when leaving the country, they are stuffed with drones, action cameras, national fashion clothing, traditional Chinese medicine moxibustion boxes... and even bought a few extra new boxes to contain "trophies."
On overseas social platforms, the topic "China Haul" (China Shopping Unboxing) continues to flood the screen, and a highly praised comment is very straightforward: "I advise everyone to try to bring an empty suitcase when traveling to China, because you will be exhausted from shopping there."
From "take a look" to "buy it", the narrative around "China" is constantly iterating. The earliest buzzword was "China Travel". The 144-hour and 240-hour transit visa-free policy made "just go" a reality. Many foreign bloggers flocked to China and used their lenses to record high-speed rail, mobile payment, and late-night roadside stalls, breaking the stereotype filter; then "China "Cool", Zhangjiajie, Changbai Mountain and other summer resorts have welcomed a large number of foreign tourists this summer. "Cool" is not only a cool climate, but also a praise for the efficiency and security of life in China; "Chinamaxxing" presents an interesting picture of overseas young people drinking hot water, practicing baduanjin, following Chinese dramas, and living a Chinese-style life as a trend; the latest "China Haul" is a vivid portrayal of foreign tourists directly "voting with their wallets".
Data from the National Immigration Administration of China show that from January to August 2026, 23.72 million foreigners entered the country without visas, a year-on-year increase of 26.8%. Data from the consumer side shows that from January to July, overseas people spent 263.6 billion yuan in China, a year-on-year increase of 27.8%; the number of overseas tourists applying for departure tax refunds more than tripled year-on-year.
"China Haul" is not only popular because it is "cheap", but because it is "worth it". In the unboxing videos of overseas bloggers, in addition to drones and folding screen mobile phones, there are also "Oriental magic medicines" such as domestic sports shoes, trendy blind boxes and even loquat ointment frequently displayed. Behind this is the transition of Chinese manufacturing from price advantage to value advantage.
"China Haul" also means far more than consumption. In Wuhan, foreign tourists queue up with locals for a bowl of hot dry noodles; in Qufu, foreign tourists dress in Hanfu to worship Confucius... Inbound tourism is shifting from punch-in to immersive experience.
More and more foreigners are willing to enter China, and when they leave, they take away not only items, but also a true understanding of Chinese brands, Chinese life, and Chinese culture. In the future, this understanding will extend to a wider space, opening up more new imaginations and new understandings about China.
Today, China has become one of the major destinations for international tourism, with a large, diverse, and innovative tourism supply system. Chinese officials stated that the next step will be to continue to promote the transformation of these comparative advantages into development advantages and into beautiful tourism experiences that are accessible to Chinese and foreign tourists.
