International Desk: China officially launched its 2026 National Service Consumption Season in Hangzhou on Monday, with a grand opening ceremony jointly organized by the Ministry of Commerce and China Media Group (CMG). The event also marked the opening of the “Delicious Zhejiang” Food Consumption Fair, a key component of the nationwide initiative.

At the ceremony, the Ministry of Commerce unveiled the 2026 National Service Consumption Season program under the theme “Enjoy Quality Services, Build a Better Life.” Designed to further unlock the potential of the country’s service sector, the campaign will feature more than 160 themed promotional events throughout the year, aimed at stimulating consumer demand and enhancing the quality of services available to the public.

As part of the initiative, China Media Group announced a series of innovative measures to boost service consumption. These include the implementation of a service-consumption empowerment program linked to the 2026 FIFA World Cup, which will be hosted by the United States, Canada, and Mexico. CMG also plans to launch a range of themed activities and produce high-quality programs designed to encourage consumption among people of all age groups.

In addition, CMG’s Zhejiang Bureau will develop and implement a number of special projects to support Zhejiang Province’s economic and social development through enhanced service-sector initiatives.

According to the China Service Consumption Development Report 2025, growth in national service-sector retail sales significantly outpaced that of goods retail sales during 2025, underscoring the increasing role of services as a key driver of domestic consumption and economic growth.

The launch of the National Service Consumption Season reflects China’s broader efforts to expand domestic demand, improve consumer experiences, and foster high-quality development through a more dynamic and diversified service economy.

Source: Cai, Alim and Prema,China Media Group (CMG)