From February 4th to 10th, the "Guangdong Goods Global Reach" Chinese New Year Shopping Festival is held grandly on Beijing Road in Guangzhou. The event deeply integrates Cantonese culture with thematic elements of the Year of the Horse.

A variety of cutting-edge China-chic products and cultural and creative products are showcased at the market, with nearby shops also participating, together creating a diverse commercial ecosystem. Many residents and visitors participate in creative photo check-ins, immersing themselves in the vibrant atmosphere of this millennia-old commercial district. The cultural consumption offerings for all age groups form a lively and picturesque highlight of the city.

"We have developed a number of original IPs, like 'Dundun Chicken', which features a series of plush toys, such as Coconut Chicken, Lychee Chicken, and Hamburger Chicken. Most are manufactured in Guangdong, authentic Guangdong goods," said a staff member at the MINISO LAND on Beijing Road. Moving forward, they will work closely with customers and fans, combining their ideas with Guangdong's innovative manufacturing to make these products more fun and closer to everyday life.

The bustling outdoor market serves as the core exhibition and sales hub for Guangdong's art toys and cultural and creative products. "This year, we've brought intangible cultural heritage wood carvings and creative cultural products inspired by the Year of the Horse, carrying the wishes for prosperity and continuous progress in the Year of the Horse," said Ms. He, a staff member at a cultural and creative booth in the market.

This Chinese New Year Shopping Festival will run for seven days along the entire Beijing Road Pedestrian Street. Featuring over 50 specially designed booths, the event will transform the street into three distinct experience zones: the north, the central, and the south. By offering immersive experiences and creating a festive atmosphere, the event aims to invigorate the Chinese New Year consumption vitality of the Beijing Road.

被千年商街圈粉了！“广货行天下”迎春年货节让人逛上头

2月4日至10日，北京路“广货行天下”迎春年货节盛大举办。活动深度融合广府文化与马年元素，一批新锐国潮产品和文创好物在市集中展销，与沿街商铺共同构建多元业态。不少市民游客前来参与创意打卡，沉浸式体验千年商街新活力，全龄段的文化消费场景成为一道靓丽的风景线。

“我们旗下有不少原创IP，例如‘墩dun鸡’，这个IP有一系列的产品，包括椰子鸡、荔枝鸡、汉堡鸡等等贴近日常生活的毛绒公仔，大部分都是由广东的工厂生产的，是正宗‘广货’。”MINISO LAND广州北京路店店员表示，未来还会与消费者携手，与粉丝共创，由广东智造，让广货更有趣、更贴近生活。

户外的热闹市集，更是“潮玩广货”“文创广货”的展销核心。“今年我们带来了非遗木雕、马年文创等，寓意新年财源滚滚，马年步步高升。”市集里一家文创摊位员工何女士介绍说。

据了解，年货节活动为期七天。举办范围覆盖北京路步行街主街全域，精心布置超过50个特色展位，形成“北-中-南”三段式体验长廊。通过“场景体验+氛围营造”，深度激活北京路商圈春节消费活力。

文｜记者 卢佳圳
图｜记者 蔡嘉鸿
译｜黄健新
英文审校｜柯妃娟