On February 3, 2026, the three-day “Liaoning 99 Consumption Season: Xinhua Cross-Border New Year Shopping Festival” officially opened at Shenyang Xinhua Tianxi Center. Co-hosted by Xinhua Group's Northeast Region and the Shenyang FTZ Cross-Border E-Commerce Association, the festival gathered distinctive cross-border e-commerce products from multiple regions and offered rich interactive experiences, adding festive joy to the New Year celebrations.

More than 150 government and enterprise representatives, exhibitors and heritage inheritors attended, including Li Jun, Deputy Director-General of the Liaoning Department of Commerce; Sui Yetuo, Director of the Department's Exhibition Industry Development Division (Provincial Cocoon and Silk Coordination Office); Su Pengfei, head of the Organization Department of the Shenyang Municipal Committee of the China Democratic National Construction Association; Liu Nan, Party Secretary and head of the People's Congress Work Committee of Beizhan Sub-district, Shenhe District; Cui Tong, General Manager of Xinhua Group's Northeast Region; Song Na, Representative; Yu Ziwen, Deputy General Manager; and Chang Liang, Party Branch Secretary of the association.

In his speech, Deputy Director-General Li Jun noted that Liaoning's cross-border e-commerce transaction volume reached RMB 31.1 billion in 2025, up 16.3% year on year, providing strong momentum for the international expansion of Liaoning's distinctive industries. He said Liaoning's domestic brands now reach international markets including India, the Middle East, Northeast Asia, Vietnam and Australia, and expressed hope that products such as silk would serve as a cultural bond linking China and the world, achieving deep integration of traditional heritage with modern commerce through close collaboration across the entire upstream and downstream industry chain and building a Liaoning calling card with both cultural depth and industrial strength.

Song Na said Liaoning is striving to become a new frontier of opening up in Northeast Asia, and as the regional central city, Shenyang shoulders the mission of pioneering institutional innovation. This festival joins government and enterprises, links associations together, and combines “boosting consumption” with “promoting openness,” enabling citizens to shop from around the world at their doorstep while building a global stage for “Liaoning quality goods.” She emphasized that Xinhua Group (Hong Kong) provides a one-stop “incubation–branding–channel” service for Liaoning products going global through its innovation center, heritage center and enterprise-going-global service centers, helping Liaoning enterprises accelerate their overseas expansion.

At the unveiling ceremony, Li Jun, Cui Tong, Chang Liang, Zhong Jun and other guests jointly inaugurated the Tussah Culture Industrial Park and Tussah Culture Creative Center. Yu Ziwen and Xie Jihong, General Manager of Liaoning Tussah Silk Co., Ltd., presented appointment certificates to the commissioned calligraphers and painters.

On site, calligraphy and intangible heritage masters wrote Spring Festival couplets and “Fu” characters and performed on the guqin, with lucky draws interspersed, filling the venue with the festive atmosphere of the Year of the Horse ahead of the Spring Festival.

With the goals of “empowering through cross-border trade, revitalizing intangible heritage and benefiting consumers,” the festival is both a concrete practice of Xinhua Group's response to Liaoning's call to “boost consumption, stabilize growth and revitalize industry,” and an innovative exploration that deeply integrates cross-border e-commerce with intangible cultural heritage in partnership with industry associations, cultural parks and leading enterprises.