Group 1 - Shanghai is positioning itself as a preferred destination for global tourists during the Chinese New Year, with a theme of "Welcoming the Year of the Horse" for the Spring Festival [1] - The event "Welcoming Spring, Sending Blessings" was held, attended by over 70 representatives from consulates, multinational companies, and business associations from 23 countries and regions [1] - The Shanghai Municipal Commission of Commerce introduced four major menus for the Spring Festival, including a "New Year Menu" featuring interactive activities, a "Global Cuisine Menu" highlighting European flavors, an "E-commerce New Year Menu" for online shopping, and a "Policy Service Menu" with practical measures for foreign investment [1] Group 2 - An increasing number of expatriates are choosing to stay in Shanghai for the Spring Festival, with noticeable growth in international guests from Asia, Europe, the Middle East, and the Americas [2] - Local brands like "Longfeng Qipao" are seeing a significant portion of their clientele (80%) coming from outside Shanghai, indicating a strong global interest in local craftsmanship [2] - Expatriates are engaging in traditional Chinese New Year customs, enhancing their cultural experience and connection to the festivities [2]

Core Viewpoint - Shanghai is set to establish the "Global Taste in Shanghai" food festival as a prominent culinary event with broad participation and lasting impact, aiming to showcase global flavors throughout the year [1] Summary by Categories Event Overview - The "Global Taste in Shanghai" and "European Flavor Season" launch ceremony took place in Huangpu District, highlighting the city's commitment to creating a significant food festival IP [1] - The event will feature a year-round series of global culinary activities, allowing residents and tourists to experience international flavors without traveling abroad [1] Seasonal Themes - The festival will be organized into four seasonal themes, each focusing on different global cuisines: - **First Quarter**: European Flavor Season, featuring events like the Italian Food and Wine Carnival and Spanish Ham Tasting Masterclass [1] - **Second Quarter**: American Flavor Season, including the Mexican Fiesta and Brazilian Tango Barbecue Night Market [1] - **Third Quarter**: Asian Flavor Season, showcasing Asian tea and alcohol culture and Southeast Asian Curry Carnival [1] - **Fourth Quarter**: Flavor Without Borders Season, with events like the Baking and Dessert Festival and Food Spice Exhibition [1] - A special "Global New Year Flavor" event will also be held during the Spring Festival [1] Leadership Involvement - City leader Hua Yuan attended the launch event, indicating governmental support for the initiative [1]

Core Viewpoint - Shanghai is launching the "Global Taste in Shanghai" as an annual event IP to promote global culinary experiences, aiming to enhance the city's international food influence and establish a high-quality dining supply system [1][2]. Group 1: Event Overview - The "Global Taste in Shanghai" will kick off with the "European Flavor Season" on January 9, marking the beginning of a year-long culinary celebration [1]. - The event will feature a variety of international cuisines from nearly 10,000 restaurants across 43 countries and regions, showcasing Shanghai's status as an international food capital [2]. Group 2: Strategic Initiatives - Shanghai will focus on nine key areas to strengthen the global food consumption ecosystem, including establishing a market promotion mechanism and supporting the formation of a "Global Taste Professional Committee" [2]. - A unified IP will guide all activities throughout the year, promoting the slogan "Taste the World in Shanghai" to enhance event recognition and outreach [2]. Group 3: Thematic Activities - The culinary events will follow a "4+12+1" thematic structure, with four major seasonal themes (European, Asian, American, and Fusion) and twelve monthly country or regional food activities, culminating in a special Spring Festival event [2][3]. - The first season will focus on European flavors, featuring activities around major holidays such as New Year's, Valentine's Day, and the Lantern Festival [4]. Group 4: Integration with Other Sectors - The initiative will integrate food with cultural and tourism sectors, launching 186 tourism routes that include Western dining experiences and creating themed food events linked to seasonal festivals [3]. - Shanghai will also develop new Citywalk routes and publish a global food guide, promoting popular restaurants and chefs [3]. Group 5: Local Government Support - The Pudong New Area will actively participate by promoting local restaurants and offering discounts during the Spring Festival, along with hosting various themed events throughout the year [5]. - The government aims to create a collaborative mechanism involving government guidance, market leadership, and enterprise participation to enhance consumer experiences and foster a diverse culinary scene [5].

Core Viewpoint - Shanghai has launched the "New Year Celebration Season" cultural and tourism event, running until March 3, 2026, featuring over 300 activities during the New Year period and nearly 400 activities during the Spring Festival [1] Group 1: Event Highlights - The "New Year Celebration Season" includes over 300 unique activities during New Year's, such as 132 cultural performances, 13 concerts, and 134 exhibitions [1] - The Spring Festival will feature nearly 400 activities, including over 120 cultural performances, multiple concerts, and around 60 major exhibitions [1] - There will also be 19 national-level sports events scheduled during this period [1] Group 2: Thematic Activities - The event is divided into eight major themes, including "First New Year Tour" with fireworks and drone shows, and "First New Year Run" featuring 16 running events across 11 districts [2] - "Ancient Town New Year" and "Lantern Festival" will showcase intangible cultural heritage and folk customs across 20 ancient towns [2] - "Must-See Performances" will include major events like the International Comedy Festival and International Musical Theatre Festival [2] - "Exhibitions for the New Year" will feature significant exhibitions at various cultural institutions, including the Shanghai Biennale and exhibitions on ancient Chinese bronzes [2] - "Film and Television New Year" will recreate classic scenes from popular shows and offer immersive theatrical experiences [2] - "National Style Carnival" will include events like the Genshin Impact Carnival for global fans [2] - "Spring Flower Viewing Season" will kick off with the Plum Blossom Festival at Fengxian Coastal National Forest Park [2] Group 3: Consumption Promotion - A "New Year Consumption Season" has been initiated, featuring over 100 promotional activities across key commercial areas and e-commerce platforms [3] - The promotional activities are categorized into six themes, including "Spring Festival Food Season" focusing on European cuisine [3] - "Product Renewal Season" will implement a national policy for replacing old consumer goods [3] - "Inbound Consumption Gift Season" will offer tax refund gifts for inbound travelers and discounts for foreign cardholders [3] - "New Year Goods Season" will focus on traditional New Year purchases and activities from renowned local brands [3] - "Night Tour and Appreciation Season" will highlight five popular night economy landmarks with themed light installations and various nighttime activities [3]