Fujian is set to launch its "Experience Refreshing Fujian, Celebrate a Fujian-Style New Year" campaign for 2026 during the Chinese New Year. This cultural and tourism extravaganza will feature over 1,500 events and more than 120 special offers, blending traditional and modern elements across the province.

During the Spring Festival, Fujian's cultural and tourism sector will focus on four key themes:

To create a rich and colorful atmosphere, it will showcase 10 festive scenes, such as the Xiamen Horticulture Expo Garden Lantern Festival, New Year celebrations at Zhangzhou Tulou, and the Longyan Gutian Dragon Parade.

Additionally, 100 travel routes will highlight winter escapes, wellness, traditional customs, and more, offering a comprehensive view of Fujian's lifestyle. Over 220 intangible cultural heritage (ICH) events will foreground the vibrancy of Fujian's heritage on city streets and rural squares alike.

Fujian is set to invigorate the winter season with a dynamic array of cultural performances, exhibitions, and special events. The province will host approximately 600 themed cultural performances, including a series dedicated to Fujian's operas. High-quality cultural exhibitions will also be featured, with the Fujian Museum unveiling over 160 rare artifacts for the first time. To ensure the festive spirit reaches every corner of the province, community cultural activities are being organized to bring these resources to people at the grassroots.

Catering to the preferences of the younger generation, Fujian will also host star-studded concerts featuring artists like Angela Chang and Jolin Tsai. Local comedy brands, such as Fuzhou's Fuli Comedy and Xiamen's Laifeng Comedy, will provide laughter and entertainment. Technological innovations will further enhance the celebrations, with Zhangzhou hosting a fireworks display and Putian presenting a drone light show.

In celebration of the Chinese New Year, Fujian will unveil 100 new Fujian-style cultural and tourism experiences. These will highlight themes such as "Fujian Tea", "Fujian Cuisines" and "Fujian ICH". Noteworthy destinations include Zhangzhou's Volcano Island, offering immersive ecological sightseeing opportunities. Additionally, locations like Nanping's Jianzhan Cultural Creative Park will feature live performances and interactive experiences, showcasing Fujian's unique cultural heritage and natural beauty.