The 2024 "E-Town Spring Festival Gala" and the "2023 E-Town Role Model" awards ceremony were held at the Beijing Smart Esports Event Center on Jan 30. 

Meanwhile, the E-Town New Year Market, featuring fun activities, delicious food, and captivating books, also opened to the public.

The E-Town New Year Market opens for business. [Photo/beijingetown.com.cn]

On the opening day, residents and tourists flocked to the market to experience the exciting New Year atmosphere.

The New Year market in the vibrant district consisted of shopping, food, entertainment, and reading areas. Stepping into the market, a familiar and cozy New Year atmosphere surrounded visitors.

The stalls in the container market were filled with a rich variety of New Year goods, showcasing well-known 'old brands' such as Beibingyang's soda, Yili's snacks, Tongrentang's health rice cake gift packs, as well as products from Dole, Weikodo, Sanyuan, Helu Xue, and much more.

A stall in the New Year Market [Photo/beijingetown.com.cn]

Stalls in the New Year Market [Photo/beijingetown.com.cn]

In addition, tea gift sets from the German Floral Tea Museum and electronic products from BOE were neatly arranged on tables.

On the food stalls, crystal-clear and sweet-sour candied haws, fragrant grilled sausages and traditional delicacies captivated visitors, evoking childhood memories and infusing the festive market with a sense of tradition.

A stall in the New Year Market [Photo/beijingetown.com.cn]

A stall of dried fruits and nuts in the New Year Market [Photo/beijingetown.com.cn]

Specialty products from supporting cooperative regions, such as Xinjiang rice, desert rice, Layisu dates, Xinjiang walnuts, and Pinggu agricultural products gift packs, further satisfied the taste buds of E-Town residents.

To enhance the citizens' experience, the New Year market has set up an interactive photo zone. 

The vibrant storefronts and festive elements created a joyful scene. "It's so surprising; at the E-Town New Year market, you can feel the atmosphere of 'temple fair' right here. I hope this event continues," said an E-Town resident.

Residents practice calligraphy at the book market. [Photo/beijingetown.com.cn]

Residents select books at the book market. [Photo/beijingetown.com.cn]

The New Year atmosphere in E-Town also included a strong literary fragrance. 

On one side of the New Year market, the "Old Books, New Knowledge, Enjoy Reading in E-Town" book market event was held. 

On-site activities include promoting and selling classics, selling or exchanging old books, and swapping old books for new spring gift packages. Citizens enjoyed the event and read quality books together.