Beijing-based luxury shopping mall Jinbao Place was going to celebrate Thanksgiving with a charity event, but it was canceled at the last minute.
Angela Zhao, marketing and communication supervisor of the shopping mall, said Jinbao will arrange its marketing activities based on the requirements of different labels within the shopping mall.
"These labels, however, do not recognize Thanksgiving Day, because this holiday is not recognized among our customers. This holiday cannot attract them to come and spend," Zhao said.
Thanksgiving Day falls between the Chinese national holiday Golden Week, and Christmas and the Spring Festival, undermining its marketing potential to become a shopping festival, Zhao said.
"It's stuck between the big shopping festivals for most Chinese," Zhao said, adding that it is the main reason Chinese consumers usually ignore Thanksgiving.
However, the values represented by Thanksgiving are shared with some Chinese.
Recognized by an increasing number of educated Chinese, the holiday has been translated in China by some international enterprises or individuals as a day of giving back.
"It is the best time to share the value of 'giving back' and 'gratefulness' to society," said Wang, citing the charity cooking event she has been organizing.
Landmark building should respect the public's feeling
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