To thoroughly implement the national policy of "promoting consumption and expanding domestic demand" and further stimulate market vitality, China UnionPay, in conjunction with multiple commercial banks, mainstream platforms, and a vast number of merchants, recently launched the annual large-scale consumer benefit campaign, "Auspicious Reunion Gifts, Benefits for All," a program aimed at promoting the expansion and improvement of consumption through a comprehensive online and offline promotional matrix connecting domestic and international markets. This campaign will run from now until the end of March 2026, closely aligned with the peak consumption season at the end of the year and the beginning of the new year. It will ensure that policy benefits and market dividends reach consumers precisely.
A seemingly insignificant but crucial matter benefiting people's livelihoods and consumption has meticulously woven the grand narrative of "national priorities" into the lives of the masses, ensuring their happiness and well-being. As a vital national financial infrastructure, China UnionPay responds to national policies and focuses on people's needs. Leveraging its open and inclusive new "four-party model" and global network advantages, it efficiently connects supply and demand, uniting allies to promote consumption and injecting financial vitality into key consumption sectors. This continuously provides solid support for smoothing the national economic cycle and serving the new development pattern.
Scenarios connect traditional and emerging consumption patterns.
This public welfare campaign reached 36 provinces and cities across the country, covering diverse scenarios such as shopping, dining, travel, culture and tourism, and ice and snow activities. It also took into account traditional high-frequency consumption, as well as new business formats and new consumption growth points such as the self-indulgent economy, the culture and tourism economy, the silver economy, and green consumption.
In traditional retail and the trend of embracing domestic brands, we partner with national department stores such as Wangfujing, Bailian, and Yintai Department Store, as well as domestic brands like Anta, FILA, and Peacebird, to offer a variety of discounts and promotions. In the dining sector, we cover both casual brands like Grandpa Doesn't Make Tea and Dicos, and full-service restaurants like Haidilao and Xiabuxiabu, catering to both everyday and family gathering needs. In the travel sector, we collaborate with companies like China National Petroleum Corporation, Sinopec, Air China, China Eastern Airlines, and TELD to serve travelers returning home for the Spring Festival and those traveling during holidays.
The event actively embraces new business models, connecting with online shopping platforms such as JD.com, Pinduoduo, and Vipshop, online-offline integrated service platforms such as KFC, McDonald's, and Meituan, as well as travel ticketing platforms such as 12306 and Qunar, to promote the growth of new services and new consumption through payment discounts.
Cultural and tourism consumption is a "major focus." By deepening the "100 Cities and 100 Districts" cultural and tourism consumption action plan, and in key tourist cities, historical and cultural blocks, nighttime economy clusters, and ice and snow venues, the plan aims to help create high-quality cultural and tourism brands through discounts and vouchers.
In terms of the silver economy, the activities extend to community life and health and wellness services, effectively promoting the development of the "silver economy" and meeting the quality consumption needs of all age groups.
Cross-border collaboration and interconnectivity between domestic and international markets
By opening up services and facilitating two-way exchanges, and seizing the opportunities presented by the national "visa-free" policy, UnionPay, with its global network, offers multiple benefits for cross-border consumption, including merchant discounts, fee reductions, and cashback, which will further promote the growth of inbound consumption.
For overseas visitors to China, the event offers instant discounts on payments made with foreign cards, outsourced payments, and the Nihao China APP, covering nearly 20,000 stores of well-known brands and specialty merchants in more than 300 cities across China.
Targeting outbound tourists, the event offers discounts on "domestic UnionPay card overseas payments," covering consumption scenarios including leading jewelry stores, airport duty-free shops, hotels, online travel agencies (OTAs), scenic spots, restaurants, and travel, effectively promoting interconnectivity between domestic and international markets.
Time flows gently, accompanying you through every stage of the year's end and beginning.
The event takes the Spring Festival "reunion" culture as its core and uses "family" as the main theme to connect the various stages from New Year's Day, Spring Festival, winter vacation to the return journey after the holidays. It allows users to fully feel the emotional resonance of "family reunion", "hometown New Year flavor" and "family and country celebrating the Spring Festival", and accompanies consumers through "every journey" from the end of the year to the beginning of the new year.
The event is divided into four phases. From December 24, 2025 to January 20, 2026, the "Double Holiday Shopping Carnival" will focus on New Year's shopping, highlighting discounts in retail shopping scenarios. From January 21 to February 16, the "Splendid Reunion Gift" will focus on family reunions and offer special discounts on dining and food. From February 17 to February 23, the "Ice and Snow Consumption Season" will combine the winter vacation and Spring Festival holidays to promote ice and snow tourism and cultural tourism consumption. From February 24 to March 31, the "Warm Spring Return Gift" will focus on post-holiday return journeys and offer discounts on travel and public services.
Rooted in inclusiveness, building an inclusive and open ecosystem
As a vivid example of UnionPay's long-term commitment to "promoting consumption and benefiting people's livelihoods," this event has built a "1+X" open and collaborative ecosystem with the UnionPay platform at its core. It uses a new "four-party model" to connect commercial banks, mobile phone manufacturers, e-commerce platforms, and a large number of merchants. With the joint investment of all parties in the industry, the policy benefits and market resources for promoting consumption are accurately and efficiently transmitted to the end consumers.
In recent years, from efficiently implementing the national policy of "trade-in" and providing unified payment settlement and subsidy verification support, to deeply participating in the "100 Cities and 100 Districts" cultural tourism consumption promotion campaigns in various regions, from integrated marketing in the Guangdong-Hong Kong-Macao Greater Bay Area to regional integrated collaborative activities such as "Benefit Gathering in Beijing-Tianjin-Hebei" and "Beautiful Jiangnan Cultural Tourism Season," China UnionPay has always been based on the principle of "connectivity," integrating industry resources through platformization, ensuring security and efficiency through digitalization, and effectively playing a vital role as a hub connecting policies, markets, and people's livelihoods.
Benefiting people's livelihoods is seen in the smallest details and achieved in the grand scheme of things. Standing at the crucial historical juncture of the upcoming successful conclusion of the 14th Five-Year Plan and the start of the 15th Five-Year Plan, "promoting consumption and expanding domestic demand" has become the core strategic fulcrum for smoothing the national economic cycle and building a new development pattern. Under the grand narrative of the times, UnionPay's "key small matter" that benefits people's livelihoods is writing a story of progress and universal benefit with delicate strokes.
With a focus on national priorities and a commitment to meeting the needs of the people, China UnionPay is committed to its role as a financial infrastructure provider and a vital national asset as the five major financial initiatives unfold. It will continuously upgrade its global network capabilities, deepen industry collaboration under the new "four-party model," and contribute its wisdom and strength to empowering new consumption patterns, facilitating economic circulation, and accelerating the formation of new growth drivers through more open, intelligent, and secure payment services.
