On January 29, the Beijing Municipal Government Information Office held a special press conference for the 2024 Spring Festival cultural activities. This year's Spring Festival will be themed "Prosperous Beijing, Celebrating the Nation," featuring nearly ten thousand cultural activities. It will showcase traditional festive atmosphere, rich cultural elements, abundant offerings, and easy participation. The city will further optimize transportation services and timely increase transportation capacity around popular areas such as temple fairs, scenic spots, and business districts to provide convenient services for citizens and tourists during the holiday season.
Traditional festive activities highlight the traditional festive atmosphere
This Spring Festival will highlight the traditional festive atmosphere, featuring thousands of temple fairs, park visits, and other traditional activities. Traditional temple fairs like Ditan, Longtan, Changdian, DaguanYuan, Shijingshan Amusement Park, Badachu, etc., will be fully restored. Traditional flower fairs and park activities at places like the Summer Palace, Zhongshan Park, Yuyuantan, and Hongluo Temple will be diverse and colorful. Various flower markets and shops will introduce family gardening carnivals, with 20 million potted flowers for the Lantern Festival.
Each district will also organize various folk customs activities, such as lantern festivals, based on regional customs. Citizens can immerse themselves in immersive experiences, exploring markets, enjoying lanterns and flowers, climbing to pray for blessings, and celebrating the traditional northern customs.
Additionally, the popular Beijing TV Spring Festival Gala will emphasize family-friendly features, focusing on promoting traditional culture. The Palace Museum's "Changyin Ge" will also be brought onto the stage, and the national treasure "Bronze Sitting Dragon" will make a live appearance.
During the Spring Festival, over 150 theaters, more than 100 museums, and over 500 physical bookstores will be open to the public. Nearly 2000 high-quality performances will be staged, including dance dramas like "Carmen," "Dream of the Red Chamber," and "Spirit of Dance" at the National Center for Performing Arts. New entertainment spaces like Sanlitun MUSICFANS ARTS SPACE will present over a thousand small concerts, traditional Chinese performances, and stand-up comedy, bringing festive joy to the citizens.
Museums like the China Arts and Crafts Museum, the Capital Museum, and the China Millennium Monument will launch 215 new exhibition events, introducing 10 thematic museum tour routes. These routes will not only promote high-quality exhibitions but also connect with surrounding leisure, dining, shopping, and other supporting services. The four major bookstores in Xidan, Wangfujing, Zhongguancun, and the Olympic Village, along with many physical bookstores, will host over 200 special events like "Book Fair" and "Old Books New Knowledge," with some bookstores operating 24 hours. The Beijing Performing Arts Center, Beijing Library, and Beijing Grand Canal Museum will offer more cultural activities during the Spring Festival, optimizing supporting services such as parking, transportation, dining, and interpretation.
The "New Spring Viewing Benefit" program will exceed 20 million yuan
In recent years, activities such as winter sports tourism and watching New Year films have become increasingly popular among citizens during the Spring Festival.
This Spring Festival, Beijing will leverage its "Dual Olympic City" advantage in winter sports and combine it with suburban tours and micro-vacation destination activities. It will launch nearly a hundred "Ice and Snow +" cultural and tourism projects, inviting citizens and tourists to enjoy ice and snow, stay in homestays, and celebrate the Chinese New Year. Beijing, Tianjin, and Hebei, under the theme "Celebrating the New Year with Joy in the BeiJing-TianJin-Hebei Region," will jointly host six series of New Year activities, including traditional Chinese opera, intangible cultural heritage, museums, and libraries.
In addition, during last year's Spring Festival, Beijing launched a New Year film-watching promotion, distributing 10 million yuan in movie subsidies directly benefiting the citizens, aiming to stimulate market prosperity. This year, during the Spring Festival, over 250 cinemas across the city will screen eight films for the Chinese New Year, including "Article 20," "Yolo," and "Pegasus: Pony Tale 2."
Beijing Municipal Film Administration, in collaboration with nine ticketing platforms and cinema chains such as Maoyan and Taopiaopiao, will conduct the "Watching Movies, Celebrating the Year of the Dragon - 2024 Beijing New Year Film Benefit for the People" from February 10 (the first day of the lunar new year) to February 24 (the fifteenth day of the lunar new year). The public subsidy amount will exceed 20 million yuan. Citizens can participate in this benefit through platforms like Maoyan and Taopiaopiao.
During the festival, there will also be the "Beijing Audiovisual Celebration of the Chinese New Year" activity, collaborating with online streaming platforms such as iQiyi, Youku, Douyin, and Kuaishou, presenting over 30 themed events, including online temple fairs and live performances. In conjunction with the unique characteristics of each of the 16 districts and economic development zones, following the "One District, One Product" festival theme, more than 3,700 small-scale and exquisite cultural activities such as village fairs, markets, and carnivals will be organized.
Response
"Long Dwen Dwen" production is in full swing to ensure supply for the Spring Festival market
During the Beijing Winter Olympics, "Bing Dwen Dwen" was in high demand. This year, combining the dragon culture of the Chinese nation with the theme of unity in the Olympic family, Beijing has developed and released a special edition for the Year of the Dragon called "Long Dwen Dwen." "Long Dwen Dwen" is a cultural and creative product developed under the authorization of Olympic historical intellectual property rights, and it stands as a representative example of the reuse of Beijing's "dual Olympics" cultural heritage. Besides being sold in the "Beijing Gifts" dual Olympic-themed stores at Qianmen, the Bird's Nest, and the Ice Ribbon (National Speed Skating Oval), "Long Dwen Dwen" is also available in telecom business halls across 31 provinces and municipalities nationwide, with approximately 200 physical retail points in the Beijing-Tianjin-Hebei region. Currently, "Long Dwen Dwen" is experiencing a booming overall sales trend, with demand exceeding supply for blind box products. Manufacturers are ramping up production to ensure an ample supply for the Spring Festival market.
In addition to the "Long Dwen Dwen," Beijing has also launched ten new "Beijing Gifts" products and a dragon-themed series of cultural and creative goods at key scenic spots, including ornaments, accessories, and crafts. Citizens and tourists can purchase these "Beijing Gifts" as souvenirs while visiting these attractions. In addition, cultural and creative products related to dragon culture, such as Longxing Dayun intangible paper-cut lanterns, the "Clouds Rising and Dragons Soaring in the East" commemorative stamp album, Lucky Lord Rabbit Dragon-themed ornaments, and auspicious dragon metal bookmarks, are excellent choices for citizens and tourists to give as gifts during the Year of the Dragon.
Cultural Tourism
More than 7,000 events to celebrate the Chinese New Year
During the Spring Festival, the entire city will host over 3,700 cultural events, featuring a diverse array of activities such as temple fairs, cultural carnivals, and "People's New Year's Gala." Various locations including commercial districts, street squares, alley entrances, and pocket parks will be brimming with festive atmosphere. Throughout the holiday season, 409 traditional cultural and folk activities, centered around dragon dances, street parades, and flower festivals, will be presented. In Dongcheng District, dragon dance events will take place in Wangfujing, Qianmen, Yongdingmen, and Drum Tower Square. Chaoyang District will host dragon dance performances in front of Dongyue Temple, while Tongzhou District will organize dragon dances and parade performances along the Grand Canal and Caoyun Wharf.
The "Spring Festival" performing arts activities are equally exciting, with nearly 2,000 commercial performances, including traditional Chinese operas, dramas, and concerts. The "New Spring Opera Charm - Excellent Traditional Chinese Culture Exhibition Season" will allow the audience to experience the charm of traditional culture. Additionally, more than 1,100 events showcasing intangible cultural heritage will be held during the Spring Festival. Established brands like Yidege, Shengxifu, and others will organize over 200 events, including New Year blessings, intangible cultural heritage experiences, and a festival showcasing national trends.
Focusing on groups such as families, children, and study tours, the Beijing Municipal Bureau of Culture and Tourism will launch ten high-quality routes under four themes: ice skating and skiing, architectural appreciation, plum blossom and cherry blossom viewing, and industrial heritage. The architectural appreciation route will connect three major cultural buildings in the city center, offering a unique cultural tourism experience. The ice skating and skiing route, leveraging the Winter Olympic venues, will introduce the "Ice and Snow + Cultural Tourism" theme, providing rich choices for citizens and tourists during holidays.
Park Visits
Celebrate the New Year at Xiangshan, Beihai, and Jingshan "Park Markets"
Visiting parks during the Spring Festival is one of the favorite outdoor activities for Beijing residents. In the Year of the Dragon's Spring Festival, major parks in the city will remain open, offering a variety of activities across nine categories and more than 80 items. These activities include Spring Flower Viewing, sending blessings from famous gardens, intangible cultural heritage experiences, and cultural performances.
For Spring Festival park activities, the "Classic Dragon Year Tour" is recommended. Visit Beihai Park to witness the national-level intangible cultural heritage performance of Baizhifang Tai Lion, experiencing the festive atmosphere and the Northern-style lion dance culture. Explore the "Park Time-Honored Brand" - the "Proud and Fragrant" Plum Blossom and Wax Plum Culture Exhibition at the Summer Palace, admiring the hundred-year-old plum piles and experiencing the charm of court flower arrangement intangible cultural heritage. Visit Yuyuantan Park to see the cherry blossoms, witnessing the earliest cherry blossoms in Beijing. Explore the National Botanical Garden to appreciate orchids and exquisite flowers, feeling the strong sense of spring. Writing blessings, sending blessings, and praying for good fortune are traditional activities during the Spring Festival park visits. Citizens and tourists can collect blessings, climb heights, and pray for good fortune at parks such as Xiangshan, Beihai, Jingshan, and Zizhuyuan.
Additionally, "Special Festival Tours" are recommended, such as visiting Jingshan to see the "Skilled Craftsman Art - Woodwork Intangible Cultural Heritage Exhibition," experiencing the unique charm of intangible cultural heritage and the splendid activities of the New Year. Visit the Temple of Heaven to experience unique cultural activities such as Tai Ping Yan and elegant music during the New Year. You can also visit the Summer Palace to see the "Auspicious Dragon Congratulates the New Year - Special Exhibition of Cultural Relics with Dragon-themed Patterns in the Summer Palace" and the "Wansheng XuLong" exhibition at the Zoo. At Zizhuyuan, experience the New Year atmosphere by making rubbings of thematic New Year paintings.
Consumption
Key supermarkets remain open, continuous delivery service
During the Spring Festival, more than 80 commercial districts in the city will be adorned with lights and decorations, creating a festive atmosphere and lively business districts. Traditional brands like Wuyutai are launching new products for the Year of the Dragon, including porcelain "Yulong" New Year's cups. Neiliansheng combines fashion creativity with traditional intangible cultural heritage and introduces "Longxing Dada" dragon-horned thousand-layer sole cloth shoes and zodiac dragon baby shoes. Tongrentang has also launched a series of gift boxes for the Year of the Dragon.
Throughout the Spring Festival, food delivery services in Beijing will continue without interruption. The Beijing Municipal Commerce Bureau guides key e-commerce platforms to formulate plans for temporary workers and emergency response during the holiday season. Companies are encouraged to provide various benefits to ensure delivery riders enjoy the festive season while meeting the needs of citizens. Key supermarket stores will remain open, with more than 700 stores from 18 major chain supermarkets operating normally during the Spring Festival to meet the shopping needs of residents.
In addition, actions will be organized to ensure the supply of home services during the Spring Festival, supporting companies in mobilizing domestic service personnel to stay in Beijing during the holidays and avoiding peak return travel times. The Beijing Cuisine Association and the Beijing Food and Beverage Industry Association, in collaboration with Meituan, will launch a series of activities, including "Spring Festival Never Closes" and "Early Booking for Family Reunion Night," to ensure dining needs for the New Year's Eve dinner.
Exhibitions
Over 100 museums, including the Palace Museum, open during the Spring Festival
During the Spring Festival, all museums in the city will be open, with over 100 museums, including the Palace Museum, the National Museum, and the Capital Museum, presenting more than 200 exhibitions and activities. These efforts aim to fully meet the high-quality cultural needs of the general public and tourists.
The Beijing Cultural Relics Bureau coordinates the resources of all museums in the city and plans the "Museum City Celebrates the New Year" Spring Festival cultural activities, focusing on promoting the "One Axis, Two Museums, Four Categories, and Ten Routes." The "One Axis" refers to the theme activity "Celebrating the New Year on the Central Axis," highlighting the cultural depth tour along the central axis. It organizes various heritage sites along the central axis to launch six series of activities, such as Music and Dance on the Central Axis, Blessings on the Central Axis, and Visiting the Central Axis. The "Two Museums" ensure the proper opening of the Capital Museum and the Beijing Grand Canal Museum, emphasizing the concept of "new," such as the recently unearthed 3,800-year-old pottery tripod from Fengtai Xingong Site, which was rated as a national first-class cultural relic by experts.
The "Four Categories" refer to the promotion of four types of high-quality exhibition activities: "Ten Major New Year-themed Exhibitions," "Ten Major Fine Arts Exhibitions," "Ten Major Folk Customs Activities," and "Ten Major Youth Study Activities." Regarding the issue of museum reservations, currently, apart from popular museums such as the Palace Museum and the National Museum, most museums in the city no longer require reservations. However, some still offer reservation services for ticket purchases, eliminating the need for on-site ticket queues and making it more convenient for local residents and tourists to visit the museum.
Night Scenes
2809 landscape lighting facilities will be activated based on the level of major holidays
This year's landscape arrangement emphasizes the "Year" culture even more. In 22 commercial districts such as Wangfujing, Xidan, Qianmen Street, and the Guomao Center, diverse and distinctive landscapes will be arranged. At the same time, existing landscape lighting facilities in 11 municipal parks, including the Summer Palace, will be activated. Each park will incorporate its cultural characteristics, adding features like the Year of the Dragon and festive scenes to enhance the cultural atmosphere. Temples, lantern festivals, and amusement places will use elements such as lights, decorations, and zodiac signs to showcase the regional cultural characteristics of Beijing.
Around historical and cultural landmarks such as Tiananmen Square, Deshengmen, the Great Wall, and the CCTV Tower, immersive landscapes and clustered night scenes will be created. Riverside night scenes along the Grand Canal, Liangma River, and the Second Ring Road will be fully opened. Olympic Park, Shougang Park, Wukesong, and other "Dual Olympics" ice and snow sports venues will be illuminated in a harmonious blend of "Chinese Red" and "Ice and Snow Blue." During the Spring Festival, 2809 landscape lighting facilities throughout the city will be activated according to the level of major holidays. On New Year's Eve, street lights will remain on until 1 a.m. on New Year's Day. From Lunar New Year's Eve to the Lantern Festival, landscape lighting will be turned on daily with street lights and turned off at midnight.
This year's landscape arrangement will also integrate modern technological applications, including 5G, AR, and lighting effects. Sound, light, and electric elements will be moderately employed to enhance the experiential and interactive aspects. Areas like Sanlitun and Blue Harbor will feature naked-eye 3D displays, while the Olympic Tower, Dawangjing architectural complex, and the CBD area will showcase technological AR displays during the Spring Festival.
Transportation
Temporary parking spaces will be added around popular attractions
In conjunction with the city's cultural events and catering to diverse travel needs, the Beijing Municipal Transportation Commission will coordinate with various operating companies to increase transportation capacity, providing a variety of transportation services for citizens and tourists exploring the city.
For surface transportation, seven new dedicated lines to popular attractions such as Universal Beijing Resort, Badaling Great Wall, and three major cultural buildings have been introduced this year, offering direct routes. Connectivity around popular attractions such as Qianmen, Nanluoguxiang, the Summer Palace, and Yuanmingyuan will be strengthened.
In terms of rail transit, efforts will be made to increase capacity on key routes to tourist destinations and prepare for extended operating hours on peak days. The subway provides direct access to popular tourist attractions and business districts within the city. It is recommended that citizens and tourists choose the subway for travel.
In suburban rail, the S2 line directly reaches attractions such as the Badaling Great Wall. The Huaimi line goes to Mutianyu Great Wall, Yanqi Lake, and Gubei Water Town. The urban sub-center line connects to the city's sub-center.
In terms of tourist transportation, long-distance bus stations like Liuliqiao will launch tourist bus routes to popular attractions such as the Yanqing Olympic Park and the National Alpine Skiing Center. Passengers can check schedules and purchase tickets through the bus station's WeChat official account.
Addressing issues like parking around attractions, temporary parking spaces will be added as needed. For example, in Dongcheng, two temporary parking areas will be coordinated around the temple fair. Around landmarks like the Grand Canal Museum, over 2000 temporary parking spaces will be added using idle surrounding areas. Additionally, relying on Mobility as a Service (MaaS) platforms and map service providers, real-time information on nearby parking lots and parking guidance services will be available to citizens and tourists. Furthermore, both city levels will strengthen supervision and crack down on illegal activities such as "black fees" and irregular charges.
Translator: ZHANG Bo
Reviewer: TANG Yuxin
