Core Viewpoint - Beijing is experiencing a surge in unique consumer festivals and themed markets, driven by policy support and innovative marketing strategies, which are revitalizing urban consumption and enhancing the city's economic vitality [1][2][7] Group 1: Consumer Festivals and Themed Markets - The "Beijing Milk Culture Festival" and other themed markets like the "Carbon Water Carnival" and "Giant C Burger Festival" are attracting significant foot traffic and consumer engagement, particularly among office workers [2][5] - During the Dragon Boat Festival holiday in 2025, key monitored retail sectors in Beijing achieved sales of 4.18 billion yuan, a year-on-year increase of 1.6%, with a total foot traffic of 23.284 million in 60 key commercial areas, up 2.1% [2] Group 2: Policy Support and Market Integration - Beijing's government is promoting the integration of commerce, culture, tourism, and sports, with a focus on creating diverse and innovative consumer experiences through 14 key activities [5][7] - The "Hua Xi LIVE·Wukesong" area exemplifies this integration, hosting over 80 large events annually and attracting more than 20 million visitors, showcasing the potential of new consumption models [5] Group 3: Consumer Behavior and Market Challenges - Impulse buying is prevalent among consumers at these markets, with many attending for social experiences rather than planned purchases, indicating a need for more personalized offerings [6] - Despite the popularity of these events, challenges such as high operational costs and consumer complaints about value for money highlight the need for sustainable business models and enhanced policy support for small vendors [6][7]