Core Viewpoint - The live streaming event hosted by Li Jiaqi at the Yuyuan Spring Lantern Festival successfully merged traditional cultural elements with modern e-commerce, showcasing a strong consumer demand for high-quality traditional New Year products and enhancing the festive atmosphere [6][10]. Group 1: Event Overview - The live streaming event took place on the evening of February 5, featuring the Yuyuan Spring Lantern Festival as a cultural landmark in Shanghai, with the theme "Step into Fortune" for the Year of the Horse [1][9]. - Li Jiaqi's opening remark, "When the Yuyuan lights up, Shanghai celebrates the New Year," set a festive tone for the online audience [3]. Group 2: Product Highlights - The live stream featured a variety of traditional New Year products, including popular items like the "Fortune and Prosperity" gift box from Daoxiangcun, Luzhou Laojiao liquor, and Guangzhou Restaurant's preserved meats [3]. - Special recommendations included products from time-honored brands such as Donghanchuntang's Ejiao cake and Western ginseng, along with New Year dinner packages from Shanghai Hotel [3]. Group 3: Consumer Engagement and Impact - The event included a "Silk Road Quality Products" and "Seek Beauty and Support Quality" charity section, showcasing specialty foods from partner countries and agricultural products from regions like Xinjiang, Qinghai, and Yunnan, enriching consumer choices for the New Year [6]. - The live stream attracted over ten million viewers, with multiple products selling over ten thousand units, indicating a robust consumer interest in high-quality traditional goods and cultural heritage [6]. Group 4: Cultural and Economic Significance - Shanghai has been actively promoting the deep integration of culture, tourism, and commerce, aiming to establish itself as a globally influential consumer city [9]. - The Yuyuan Spring Lantern Festival has become an essential cultural event, enhancing the visibility of traditional customs and contemporary consumption through the synergy of online and offline experiences [10].