As the Spring Festival, or Chinese New Year, draws near, the Pakistan National Pavilion at the Shanghai Waigaoqiao Free Trade Zone is hosting activities to celebrate the occasion and introduce Pakistani culture to the global audience. From January 22 to 24, the pavilion is taking part in the Silk Road E-commerce Carnival for Spring Festival, utilizing platforms like Douyin (China’s version of TikTok) and others.
The event merges Chinese New Year celebrations with an exhibition of Pakistani culture and products, showcasing jewelry, handicrafts, and food items that highlight the country’s cultural heritage for Chinese consumers. The hybrid event offers both online and offline elements, providing a glimpse into Pakistan’s landscapes, traditions, and craftsmanship.
To engage consumers, the carnival features interactive activities such as live-streaming sessions with Pakistani artisans and entrepreneurs, who share their personal stories, demonstrate their skills, and present their products. Additionally, visual materials are shown, and attendees have the chance to sample Pakistani snacks, creating a multi-sensory experience.
Promotions and discounts play a major role in the event, with special offers aimed at making Pakistani goods more accessible and affordable. Limited-time offers, flash sales, and discounts on selected products are available throughout the carnival.
Taking place during the peak shopping season for the Chinese New Year, the event is part of a wider global e-commerce trend. Over 400 specialty products from more than 90 brands across 17 Belt and Road Initiative countries have seen a rise in online sales. Countries participating include Pakistan, Indonesia, Malaysia, Thailand, Vietnam, Singapore, Sri Lanka, Uzbekistan, and more.
Beyond commerce, the carnival functions as a platform for cultural exchange. By blending elements of Chinese New Year with Pakistani traditions, the event promotes mutual understanding. Traditional Chinese decorations, folk dances, and stories related to the Spring Festival are shared, enriching the cultural experience.
On December 4, 2024, the Chinese Spring Festival was added to UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, underscoring its cultural significance and the values of peace, harmony, and goodwill that it represents.
“We are thrilled to participate in this event,” said Aqeel Chaudhry, head of the Pakistan National Pavilion. “It is an excellent opportunity to introduce Pakistani crafts and products to a wider audience, especially during such an important festive period in China.”
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