Xi'an launches summer consumption campaign blending Qinqiang opera with local flavors

Xi'an launched its summer consumption campaign, Leading Roles on Stage · Flavors of Shaanxi on Display, at Kaiyuan Square of the Tang Paradise Ever-Bright City in Qujiang New Area on July 18. The event is part of Shaanxi's provincial consumption initiative Shopping in China · Splendid Shaanxi Lifestyle.

Inspired by the growing popularity of the hit TV drama Leading Role, the campaign creatively combines Qinqiang opera, Shaanxi cuisine and consumer experiences to create a new immersive model of "traditional opera plus consumption". By turning cultural IP into tangible experiences, the event aims to stimulate summer consumption vitality and showcase the unique charm of Shaanxi's culture, products and lifestyle.
The launch ceremony brought together renowned artists and creators, including Miao Fu, chairman of the Shaanxi Quyi Artists association, Ren Xiaolei, a national first-class actress and artistic director of Leading Role, and young Qinqiang opera performer Li Yisheng. They interacted with visitors and promoted Shaanxi's distinctive cuisine and cultural offerings.
The event also featured local promotion activities, with representatives from cities including Baoji, Yulin and Ankang introducing their signature foods, specialty products and tourism resources, highlighting the diverse consumption appeal of Shaanxi.

At the main venue, three themed zones offered visitors a one-stop experience combining dining, shopping, entertainment and cultural appreciation. Open from 6 pm to 11 pm from July 18 to 20, the immersive market brought together authentic Shaanxi flavors, local specialty products and Qinqiang performances.
The food zone gathered 50 time-honored Shaanxi catering brands and local restaurants, including Xi'an Restaurant, Laosun's Restaurant, Tongshengxiang, Defachang and Chunfasheng. Visitors could enjoy popular Shaanxi dishes featured in Leading Role, such as lamb paomo, roujiamo and oil-sprayed noodles, through interactive experiences including freshly prepared tastings, ready-to-eat options and gift packages.

The local products zone showcased products from 50 Shaanxi enterprises, covering smart manufacturing, traditional cultural creations, household goods and agricultural specialties. Businesses introduced discounts, gift promotions and livestream sales to expand the reach of Shaanxi-made products through both offline exhibitions and online channels.
The Qinqiang performance zone featured classic opera excerpts, traditional plays and contemporary performances, creating a unique consumption experience where visitors could watch Qinqiang, taste Shaanxi flavors and purchase local specialties in one destination.
The campaign has also attracted strong participation from businesses. Xi'an Catering Group launched a special consumption promotion plan themed "Light and Shadow Reflect Chang'an · Shaanxi Flavors Tell the Story of the Leading Role", developing cultural experiences, themed tourism routes and consumer packages inspired by the TV drama. Meanwhile, Meituan-Dianping released its 2026 "Must-Eat List" for Shaanxi, recognizing 120 outstanding restaurants across eight cities, including 71 in Xi’an, and providing visitors with a dedicated Shaanxi food map.
Running throughout the summer vacation, the campaign will further promote the integrated development of commerce, culture and tourism across Shaanxi. The provincial commercial authorities will organize 157 themed consumption activities around four key areas: quality shopping, distinctive cuisine, cultural performances and tourism experiences.
Among them, 20 major provincial-level events will focus on areas such as large-scale consumption, time-honored brands, intangible cultural heritage, cultural tourism dining and sports leisure, while cities and counties across Shaanxi will launch 137 localized activities featuring their own regional characteristics.
Through immersive consumption scenarios and innovative cultural experiences, Shaanxi aims to enhance the influence of its signature foods and specialty products, meet consumers' growing demand for high-quality and experience-based consumption, and inject new momentum into regional economic development.