Xinhua News Agency, Chengdu, September 25 (Reporter Dong Xiaohong) The full moon of the Mid-Autumn Festival brings glory to Chengdu. Use cultural IP to activate the night-time economy, use immersive experiences to refresh cultural and museum consumption, and use "doorstep" scenes to expand daily sports consumption... Reporters visited and found that this year's Mid-Autumn Festival consumption in Chengdu is full of "new" meaning and vitality.
"Appreciating a thousand lanterns on the Jinjiang River brings a full moon on good days." During the festival, the 2026 "Thousands of Lanterns Reflecting the Jinjiang·Double Festivals Together" event hosted by Chengdu Jinjiang District Culture, Sports and Tourism Bureau started romantically. Thousands of environmentally friendly river lanterns drifted slowly from the Dongfeng Bridge to the Anshun Corridor Bridge with the water flow. The dim light of the lanterns expressed the visitors' expectations for future life.
"Following the elegant charm of the Mid-Autumn Festival of the ancients, it is very meaningful to borrow a river lantern to express blessings in your heart." said Ms. Li, a tourist who came all the way from Chongqing.
It is worth noting that the river lanterns made of environmentally friendly materials used in this event reduce the impact on the ecology from the source. After the event, the staff will arrange for salvage vessels to be recycled. "Although the lights are bright, they leave no trace of pollution, and cultural heritage and ecological protection are integrated into one." said the on-site staff.
The reporter learned that with the cultural IP of "River Lantern Praying" as the core, Chengdu has transformed the traditional Mid-Autumn Festival custom into a new night-time consumption scene that can be participated in, achieving an experience upgrade from "watching the night view" to "entering the night view".
Jinjiang East Gate Pier simultaneously created an immersive performance scene of "Jinjiang Never Nights". Tourists carried Mid-Autumn bamboo lanterns made on site and walked through cultural scenes such as the Poet Linjiang and the Jinyuehua Jian, and met friends with poems.
If the thousands of lanterns in Jinjiang are an "appointment for reunion on the waterfront", then the Mid-Autumn Festival at Du Fu's Thatched Cottage is an "appointment with the moon of poetry".
Before the Mid-Autumn Festival, Chengdu Du Fu Thatched Cottage Museum has comprehensively promoted the upgrading of cultural tourism for the Mid-Autumn Festival: creating an artistic conception of osmanthus appreciation through poetry, lighting, autumn flowers and green plants, opening extended services for the festival, opening love and convenience channels, and adding convenience service posts.
During the festival, "The Moon is the Brightness of My Hometown - Du Fu and Qinzhou Theme Cultural Relics Exhibition" uses precious cultural relics to reproduce the eternal feelings of the poet sage looking at the moon and homesickness. What is even more eye-catching is the "Moon Full Thatched Cottage, Joy of Home and Country" immersive theatrical garden activity, which uses the real-life garden of Du Fu's Thatched Cottage as the stage and the story of Du Fu's poems as the core. Through scenario interpretation, poetry recitation, and interactive experience, tourists are led into the scenery, drama, and poetry.
"I didn't expect to be able to 'act' while visiting the museum. The children recited Du's poems with everyone, and they were much more serious than in class." said Mr. Zhang, a tourist from Xi'an who brought a family of three to Chengdu for the holidays.
In order to stimulate new vitality in Mid-Autumn Festival consumption, Chengdu will also extend its tentacles to the "last mile" of daily life. On September 25, Decathlon Chengdu Shihao store officially opened its doors to welcome customers, focusing on the surrounding 3 to 5 kilometers living circle, allowing consumption vitality to continue to grow "at the doorstep".
Huang Weixin, regional director of Decathlon Retail Sichuan Cloud, said that during the opening period, which coincided with the Mid-Autumn Festival holiday, the store launched a "Sports Energy Field" activity, integrating 13 sports experiences including basketball, archery, and yoga. "We hope to create a diverse sports experience space at the doorstep, so that consumers can easily participate in sports and try a variety of sports methods while relaxing and strolling," Huang Weixin said.
In recent years, Chengdu has accelerated its efforts to build an international consumer center city, with more abundant consumer supplies and continuously optimized shopping environment. During this year’s Mid-Autumn Festival and National Day, the city will hold more than 400 activities, and hundreds of millions of yuan in consumer vouchers will be put into the market.
From the cultural inheritance of an environmentally friendly river lantern, to the immersive renewal of a museum, to the deep community cultivation of a sports store... When cultural genes meet the new trend of holiday consumption, the fireworks in Chengdu have an endless source of vitality.
