On January 22, the “Spend Spring Festival in Jinan” series of activities was officially launched at Sunac Sea World in Jinan. Amid the captivating “Koi Among Lotus” performance, a massive banner featuring the event’s name, “Spring Festival in Jinan,” was unfurled underwater. Inspired by the iconic description of Jinan—“Lotus blooms on all sides, willows frame three sides, mountain colors fill the city, and lakes cover half the town”—the event creatively combined the imagery of Jinan’s symbolic koi fish and lotus flower with elements of Chinese traditional culture, including classical poetry from the “Two An” cultural tradition. This blend of poetic beauty and modern marine aesthetics created a visually stunning and deeply meaningful spectacle for the audience.
During the event, several offerings were unveiled, including a map of Jinan’s park attractions, curated shopping and leisure routes, and winter-themed travel itineraries featuring ice and snow activities. Organizers also interacted online with participants from countries such as France, the UK, Italy, and Russia. Through the Jinan International Communication Center’s Paris office and an extensive overseas media network, a global invitation was issued to domestic and international visitors, encouraging them to celebrate the Lunar New Year in Jinan by enjoying its scenic mountains and lakes, gathering around for New Year’s Eve traditions, and welcoming spring with the sound of flowing spring water.
One of the highlights of the launch was the release of
“Spring in Jinan 365,” a cultural and creative publication. This book traces the city’s history, from its 9,000 years of human activity to its 2,600-year history as a city. Featuring 365 images with accompanying narratives, the book showcases Jinan’s natural beauty, cultural heritage, folk traditions, urban life, and architectural relics, offering readers a vivid and storied portrait of the city.
Throughout the 2025 “Spring Festival in Jinan” celebrations, the city has planned five major series of activities: Festive Delights – Traditional Lunar New Year markets and events filled with festive cheer; Shopping Spree – New Year’s shopping promotions across Jinan; Touring Jinan – Highlighting the city’s unique attractions, including themed travel routes; Cultural Immersion – Activities celebrating the city’s rich cultural heritage; Festive Performances – Events bringing people together and showcasing Jinan’s cultural charm.
To enhance the holiday experience, the city has incorporated themes of food, lodging, transportation, shopping, and entertainment. Visitors can savor local delicacies, enjoy immersive accommodations, navigate a seamless transportation network, explore diverse tourism routes, embrace a vibrant shopping scene, and participate in cultural festivities. These efforts not only boost the festive atmosphere but also aim to stimulate tourism and cultural consumption while providing tangible benefits to residents and visitors alike.
Since 2024, Jinan has actively promoted its city branding, “Four Seasons in Jinan,” organizing a series of events under this theme. These initiatives have significantly boosted Jinan’s tourism and cultural sectors. According to the 2024 Jinan Tourism Data Report, the city experienced an 11.93% year-on-year increase in online travel activity and an 8.07% rise in online tourism spending. Jinan has been recognized as the “City of Vitality 2024” and one of the “Happiest Cities of 2024”, marking its transformation from a viral social media sensation to a thriving and sustainable cultural and economic hub.
With over 300 Lunar New Year events planned, including traditional markets like the Nanshan Zhonggong Fair, cultural activities celebrating intangible heritage, skiing and ice-climbing attractions, and live performances such as the 2025 Jinan Spring Festival Gala, Jinan is set to offer an unforgettable festive experience. These events will create immersive consumption opportunities both online and offline, ensuring that residents and visitors alike can truly savor the charm of Jinan and enjoy a joyful and fulfilling Lunar New Year.