Bright and breezy decorations for the Time-honored Brand Carnival. [Photo/WeChat account: xiamen_swj]

Xiamen is getting a lift from its time-honored brands, or Laozihao, which are having a revival and it will get a further boost with the imminent launch of a special carnival to further spice things up.

Xiamen is collaborating with the Ministry of Commerce to launch the  "Time-honored Brand Carnival" format – focusing on the first Spring Festival being held since the festival was listed on the World Intangible Cultural Heritage of Humanity. 

By integrating time-honored brands resources, the event combines traditional customs with the modern consumer scene. 

While protecting traditional culture and inheriting characteristic customs, it aims to provide a great event for folks to experience the collision and exchanges between hip retail products and time-honored brands.

The carnival is blending a strong festive atmosphere into its scene decorations, program performances, interactive games and other activities – combining traditional customs with the purchase of New Year goods to create a happy and celebratory vibe. 

Over 40 time-honored enterprises and traditional brands from Longyan, Zhangzhou, Quanzhou, Xiamen and other places in Fujian province will offer citizens great New Year goods.

During the event, participating enterprises will not only showcase their classic products, but also introduce innovative and improved trendy items. 

In addition to the products, some exhibitors will focus on innovative marketing strategies, utilizing new interactive formats to attract customers.

Traditional activities such as writing Spring Festival couplets and creating sugar paintings are also being showcased. Folks visiting the Time-Honored Brands Carnival can also participate in all the fun activities on site.