On the afternoon of December 30, the Information Office of Shanghai Municipality held a press briefing to announce a series of themed activities for the 2026 New Year’s Eve celebrations. The briefing was delivered by Huang Binbing, deputy director of the Publicity Department of the CPC Shanghai Municipal Committee and Liu Min, deputy director of the Shanghai Municipal Commission of Commerce. Wang Zhihua, deputy director of the Shanghai Municipal Administration of Culture and Tourism, Song Hui, first-level inspector of the Shanghai Administration of Sports, Xu Xin, deputy chief of Pudong New Area, Shen Danna, deputy chief of Huangpu District and Hu Yong, deputy chief of Jing’an District attended the event and answered questions from reporters. I.As the year draws to a close and a new one begins, families reunite in the festive atmosphere. At this season of renewal, Shanghai has officially launched its “New Year’s Eve Celebration Season,” a citywide program integrating culture, tourism, commerce, sports and exhibitions. The city warmly invites residents and visitors from China and abroad to gather in Shanghai and experience the unique charm and welcoming spirit of “Celebrating the New Year in Shanghai,” where tradition meets modern urban life.The New Year’s Eve Celebration Season will run from December 30 through March 3 next year, spanning New Year’s Day, the Spring Festival and the Lantern Festival. Under the theme “Our Festival: Welcoming the Year of the Horse,” municipal and district authorities will jointly roll out hundreds of themed events. The program aims to offer a renewed holiday experience through four key dimensions: a strong festive atmosphere, a global range of products, attractive promotional offers, and immersive, photo-worthy urban scenes. During the New Year’s Day holiday, more than 300 special events will be staged, including 132 cultural performances, 13 concerts and 134 cultural and art exhibitions. Nearly 400 activities are planned for the Spring Festival period, featuring over 120 performances, multiple concerts and almost 60 major exhibitions. The season will also host 19 national-level or higher sporting events. Together, these programs highlight Shanghai’s rich cultural resources and the vibrant energy of the city.To ensure that every resident and visitor can enjoy a distinctive way to “Celebrate the New Year in Shanghai,” the city has carefully curated eight themed guides, offering a panoramic view of Shanghai’s festive season. First, “The First Trip of the New Year,” a feast for the eyes and ears. Beginning on New Year’s Eve, December 31, drones and fireworks will light up the Baoshan waterfront in a dazzling dual spectacle. Free, 360-degree lakeside fireworks will also be staged at Dishui Lake. Shanghai Disney Resort will roll out its “Magical Snow Fest” program, featuring a limited-edition winter projection show, while the Xuhui Riverside will present a dreamlike blend of river views and ice-rink experiences, capturing the first magical moments of the new year. Second, “The First Run of the New Year,” energizing the city. Sixteen themed running events will take place across 11 districts, offering a strong sense of ritual and participation. Highlights include “climbing high for good fortune” at the Oriental Pearl Tower and Sinar Mas Plaza, welcoming the first sunrise after the fireworks at Jinshan City Beach, joining the “Rising Prosperity” New Year’s run at the Jiading F1 Circuit, or enjoying the city’s “first breakfast” at New Year markets. Third, “New Year in Ancient Towns” and “Lantern Festival Celebrations,” showcasing the fusion of Shanghai and Jiangnan traditions. Across nine districts and more than 20 ancient towns, intangible cultural heritage, folk customs, traditional culture, and light installations will come together to create a warm and vibrant “Shanghai-style Jiangnan” experience. From the lantern displays in Xinzhuang, Minhang District, to dragon dances and the tradition of “crossing three bridges” in Zhujiajiao and Jinze in Qingpu District, and the “Ten Brocade Drums” and trendy markets in Sijing, Songjiang District, visitors can immerse themselves in festive folk culture amid the modern city. Fourth, “Good Shows Await,” bringing together global classics. Major international IPs such as the Shanghai International Comedy Festival and the Shanghai International Musical Festival will be featured. The Shanghai Grand Theatre Arts Group will present the “See Musicals in Shanghai” and “Musical New Year” series, while the Shanghai Center of Chinese Operas will stage Peking and Kunqu opera concerts and small-theatre productions. The Shanghai Media Group Live will also offer classic comedies and resident cultural tourism performances, allowing Eastern and Western art to resonate on the same stage. Fifth, “New Year Exhibitions,” exploring the treasures of human civilization. Highlights include the citywide “One Hundred Museums, One Hundred Blessings” initiative at patriotic education bases; the Shanghai Biennale at the Power Station of Art, the Song, Yuan, Ming and Qing Dynasty bronze ware exhibition at the Shanghai Museum; the “Year of the Horse” zodiac art display at the Shanghai Library; and major international exhibitions such as The Wonder of Patterns: Masterpieces of Indian, Iranian, and Ottoman Art from the Louvre and Picasso Through the Eyes of Paul Smith at the Museum of Art Pudong, offering a rich cultural journey through museums. Sixth, the “Film and Television New Year Season,” telling stories across time and space. Shanghai Film Park will recreate iconic scenes from Blossoms Shanghai, launching a Spring Festival carnival and the immersive production New World: The Banquet of Breaking Cages, inviting visitors on a theatrical journey that blurs the line between reality and fiction. Seventh, the “China-Chic Carnival,” where miHoYo’s Genshin Impact Carnival will bring a festive celebration for fans from around the world. Eighth, the “Spring Flower Viewing Season,” welcoming early signs of spring. The Plum Blossom Festival at Fengxian Haiwan National Forest Park will fill the air with fragrance and deliver the first message of spring.To better serve different audiences, Shanghai will roll out five tailored recommendation lists in stages: a “China-Chic” list for young people, a “Family-Friendly” list for households with children, a “Romantic” list for couples, a “Reunion” list for seniors, and a “Local Picks” list for inbound visitors. Each will spotlight the city’s best-value, high-quality products and experiences. Tangible incentives will also be offered throughout the holiday period. During the New Year’s Day and Spring Festival holidays, districts across the city will step up promotions in culture, tourism, retail, sports and exhibitions. A range of value-added offers, including “hotel plus tour” packages, ticket-based perks, discount coupons and invoice-linked prize draws, will be introduced to enhance the holiday experience. From January 1, the Morning news program at Dragon TV will launch a dedicated New Year hub featuring round-the-clock live streams and a one-stop guide to festive activities. At the same time, Shanghai Morning Post has opened a global call for “100 Reasons to Spend the New Year in Shanghai,” while major platforms such as Xiaohongshu, Douyin and Meituan will publish curated guides and recommendation lists.In 2026, “Celebrating the New Year in Shanghai” will combine the warmth of a traditional Chinese New Year with the richness of a global celebration, a showcase of the world’s finest offerings and a city made for a life well lived. We warmly invite friends from China and around the world to gather with family and loved ones and ring in the New Year together in Shanghai.II.In line with the Ministry of Commerce’s nationwide initiative to launch the “Shopping in China” and Spring Festival Consumption Season, and in accordance with Shanghai’s annual consumption promotion plan, the New Year Consumption Season will officially begin on December 30 and run through early March 2026. The program will span major holidays including New Year’s Day, the Spring Festival and the Lantern Festival. During this period, key business districts, commercial streets, leading enterprises and e-commerce platforms across the city will be mobilized to roll out more than 100 major consumption promotion activities, organized around six flagship themes. 1. “Horse-Catching Festival in Commercial Districts”Centered on the zodiac animal of the Year of the Horse, the “Horse-Catching Festival” introduces innovative interactive experiences that link new consumption scenarios across Shanghai’s commercial districts. Key shopping areas across the city will feature horse-themed decorations, festive New Year foods, new brand launches, specialty markets, themed exhibitions, film and entertainment offerings, winter sports and leisure activities, creating immersive destinations that encourage consumer participation. Consumers can collect “horses” by taking part in these activities, and will be rewarded based on the number collected, with prizes including district-themed souvenirs, loyalty points, shopping vouchers and New Year lucky bags.For example, the Lujiazui business district has partnered with Xiaohongshu to launch a “Beautiful Decorations Photos and Likes Collection” campaign, curating a dedicated New Year tour route. Participants can win New Year blind boxes while embarking on a modern urban quest to “find the horse.” Highlights along the route include My Little Pony Year of the Horse-themed decorations, a giant Year of the Horse installation at Shanghai IFC, and Dewu’s “Take Off Immediately” China-chic intangible cultural heritage market. The East Nanjing Road business district has rolled out the “2026 Nanjing Road Welcomes the New Year with You” street-level marketing campaign, featuring themed art installations such as “Horse of Wish,” “Horse of Good Fortune,” and “Horse of Happiness,” alongside the interactive event “Find the Horse, Welcome Spring, and Invite Good Luck.” Xiaohongshu has also introduced a “Chinese New Year Flavor Department Store,” creating a festive consumption scene that blends traditional New Year culture with contemporary trends. Meanwhile, the West Nanjing Road, Suhewan and Daning business districts, together with key commercial venues, have launched an “Exclusive Bracelet Giveaway” featuring the “Galloping Horse Chasing the Sun” New Year bracelet. In the Xujiahui commercial district, Grand Gateway 66, Metro City and Huijin Department Store are jointly presenting a series of Spring Festival activities, including a “Fluffy” Year of the Horse creative street and the Dunhuang-inspired “Heavenly Horse Huijin” art installation. The Bund business district, in collaboration with riverside commercial complexes, is hosting a horse-themed stamp-collection campaign and setting up special experiences such as a “Riverside Ice and Snow Season” and candlelight concerts. The Wujiaochang business district, working with platforms including Douyin, Xiaohongshu, Bilibili and Dragon TV, is launching both online and offline events such as “Wujiaochang Heart-Fluttering Street” and “New Year’s Eve Sleepless Street.” In the Hongqiao International Central Business District, Year of the Horse-themed sites will be introduced in conjunction with the Qibao Ancient Town Intangible Cultural Heritage Market, allowing visitors to take photos and redeem gifts. In addition, more than 50 domestic and international brands will unveil limited-edition Year of the Horse products, creating a citywide “Hundred Horses Welcoming the New Year” festive atmosphere.2. New Year’s Food SeasonDuring the New Year’s consumption season, Shanghai will host a series of European-style food-themed events. Highlights include an Italian Food and Wine Carnival in January, a Greek Food Market in February, and a Spanish Food and Wine Festival in March. During the Spring Festival, the city will launch a global-style reunion banquet, featuring international restaurants across commercial complexes and themed streets. Participating venues will offer special Spring Festival set menus and signature dishes, allowing residents and visitors to enjoy a festive culinary journey from around the world.3. Trade-In Season for GoodsIn line with the spirit of the Central Economic Work Conference and the guidance of relevant ministries, Shanghai will continue to implement the national policy of trading in old consumer goods for new ones. Brand owners and distributors will be mobilized to launch new annual products alongside additional discounts, encouraging the exchange of old items for new. This initiative aims to revitalize the consumer goods trade-in program and promote a better quality of life for residents.4. Inbound Traveler Shopping and Gift SeasonDuring the event, a series of special activities will be offered to inbound travelers, including gifts tied to tax refunds, instant discounts for foreign cardholders, and Traditional Chinese Medicine (TCM) cultural experiences. Tax refund agencies, such as the Shanghai branches of Bank of China and China Construction Bank, will provide gifts equivalent to 1% of the tax-refunded amount. Shanghai UnionPay will offer a 20% discount on single purchases of 100 yuan or more using foreign cards. Designated TCM tax refund shops will promote distinctive TCM products and services, allowing visitors to explore traditional Chinese medicine while experiencing festive New Year customs and culture.5. New Year’s Goods SeasonFocusing on key consumption scenarios such as New Year’s Eve dinners, festive shopping, and gift-giving, Shanghai will launch a series of promotional activities featuring 100 time-honored brands. Highlights include: “Bring Time-Honored Brands Home for the New Year,” offering “Family Reunion Feast” New Year’s Eve dinners, Year of the Horse-themed set meals, semi-prepared family banquet gift boxes, and “Pre-order with Gifts” promotions; “Welcoming the Spring Festival, Renewing the Look,” quality New Year’s goods markets across food, clothing, and gold and jewelry sectors, with time-honored brands distributing consumer vouchers; “Celebrating the New Year, Giving Heartfelt Gifts,” limited-edition Year of the Horse gift boxes and dedicated “Shanghai Time-Honored Brand New Year’s Gift Zones” on platforms such as Taobao and Douyin; “Happy New Year’s Eve, Shopping Surprises,” a year-end mega-sale, including the Frist Yaohan’s 17-hour non-stop “Year-End Surprises Welcome the New Year” promotion, designed to boost festive consumption and enhance the city’s New Year shopping atmosphere.6. Nighttime Tours and Appreciation SeasonFocusing on five popular night-time economy landmarks, Shanghai will launch themed light and projection installations alongside five signature activities: evening theater performances, snow-themed entertainment, lantern viewing, park tours, and exhibitions. Wujiang Road-Fengshengli Area: Zhangyuan Garden will premiere the nation’s first VR music film combining Shanghai-style cultural sentiment with immersive technology — Yao A Yao 1995; West Bund Gate M Area: A fantastical waterfront carnival will feature the city’s largest open-air ice rink; Yuyuan Garden Area: Nighttime experiences will be enhanced across three sections: Nighttime Appreciation: A Cultural Feast, Nighttime Exploration: A Cinematic Extravaganza, and Nighttime Dining: A Blend of Flavors; Xintiandi Area: Year-end celebrations will include a year-end festival and a Spring Festival–themed nighttime event. Lujiazui Riverside Area: Super Brand Mall will host a “Never-Ending” New Year celebration, while the Museum of Art Pudong will offer evening discounts for the Wonder of Patterns: Masterpieces of Indian, Iranian, and Ottoman Art from the Louvre and Picasso Through the Eyes of Paul Smith exhibitions.We warmly invite everyone to explore the streets and alleys of Shanghai at the start of the new year and experience firsthand the city’s unique charm as an international consumption hub. Detailed event information is available on the official WeChat accounts of the Shanghai Municipal Commission of Commerce, and I Go Shanghai.