In a strategic move to stimulate sustainable economic activity during the upcoming Spring Festival season, China’s Ministry of Agriculture and Rural Affairs has unveiled a comprehensive campaign promoting eco-friendly agricultural products. The initiative, announced in early January 2026, represents a concerted effort to transform traditional holiday consumption patterns toward more environmentally conscious choices.
Director Lei Liugong of the ministry’s Market and Informatization Department emphasized the dual significance of the campaign, noting that festival shopping constitutes both a cherished cultural tradition and an opportune moment to advance sustainable consumption practices. The program encompasses a multi-faceted approach including the creation of a certified product catalog featuring verified green agricultural brands, the organization of nationwide holiday fairs, and the implementation of livestream shopping events to bridge the gap between producers and consumers.
The campaign incorporates innovative elements that merge agricultural promotion with cultural experiences, featuring regional customs, intangible cultural heritage exhibitions, and community activities. Simultaneously, nutritional education programs will accompany the initiative to encourage balanced dietary choices during the festive period.
A notable social development component encourages public and private organizations to prioritize procurement from underdeveloped regions, thereby supporting rural income growth. The launch event in Beijing showcased substantial institutional support, with financial institutions introducing 25 consumer benefit policies, major e-commerce platforms implementing 13 supportive measures, and industry associations proposing 18 dedicated initiatives to facilitate green consumption during the holiday season.