'China Haul' trend highlights growing appeal of shopping in China

Foreign tourists shop at the Yiwu International Trade Market in Yiwu, east China's Zhejiang Province, Oct. 13, 2026. (Photo/Hu Xiaofei)

The recent "China Haul" trend on overseas social media reflects rising appeal of shopping in China.

"It's glad to see that more and more foreign friends believe that China is worth a visit; Chinese brands are worth buying; and Chinese lifestyle is worth a try. That speaks to the vitality of Chinese market, the charm of Chinese people's everyday life, and the appeal of China's social convenience," Foreign Ministry spokesperson Mao Ning said at a regular press conference on Oct. 16 when she was asked about the trend.

At a press conference held by the State Council Information Office on Oct. 22, Yang Mu, head of the market operation and consumption promotion department of the Ministry of Commerce, said the phenomenon has been a result of China's high-standard opening up and the charm of fine traditional Chinese culture.

Foreign visitors' shopping is no longer limited to major commercial districts in Beijing, Shanghai, Guangzhou and Shenzhen. Dense retail and logistics networks now make it easier to shop in smaller cities and towns as well. China's express delivery sector handled 151.3 billion parcels from January to September, up 4.3 percent year on year, according to the State Post Bureau.

Foreign tourists shop at Nanluoguxiang, a well-preserved ancient street in Beijing, July 24, 2026. (Photo/Weng Qiyu)

Visiting China has also become easier. Since Aug. 20, the number of countries covered by the 240-hour visa-free transit policy has increased to 57, while the number of countries eligible for Hainan Province's 30-day visa-free entry policy has risen to 61. In the first half of 2026, the number of foreign arrivals reached 22.91 million, up 20.4 percent year on year. Of these, visa-free entries by foreign nationals surged 30.6 percent year on year to hit 17.82 million, according to the National Immigration Administration.

Making payments has become easier, too. Overseas bank cards can now be linked to Chinese mobile payment platforms, reducing the need for visitors to exchange large amounts of cash.

The departure tax refund process has also become more convenient. Sales made under the departure tax refund policy nearly doubled year on year in 2025, almost equaling the combined total for the 10 years following the policy's introduction in 2015. From January to August 2026, departure tax refund sales rose about 60 percent year on year, while the number of tax refund recipients rose threefold.

Foreign tourists try playing the lusheng, a traditional reed-pipe instrument, at Basha Miao village in Congjiang county, southwest China's Guizhou Province, Aug. 7, 2026. (Xinhua/Wu Dejun)

The country now has more than 18,000 tax refund stores, four times the number at the end of 2024. The minimum spending required per transaction to qualify for a tax refund has been lowered from 500 yuan (about $74.84) to 200 yuan, and the maximum cash refund has been raised from 10,000 yuan to 20,000 yuan. The "refund-upon-purchase" tax service has also been rolled out nationwide, allowing visitors to receive refunds at the time of purchase.

Product categories favored by overseas consumers are expanding from traditional specialties such as tea and silk, previously the dominant choices, to tech gadgets, China-chic products, Chinese-style wellness products, beauty products and trendy toys.

Data from the General Administration of Customs show that China's goods exports in the first three quarters reached 23.2 trillion yuan, up 16.4 percent year on year. Exports of products under Chinese-owned brands grew 26.7 percent, accounting for 24.8 percent of total exports, an increase of 2 percentage points from the same period last year.

Cultural exports have also contributed to the trend. Digital cultural products and services, including online literary works, online games, film and TV productions, animation and short videos, have emerged as a new growth area in China's service exports. They offer overseas audiences a glimpse of Chinese aesthetics and everyday life, inspiring many to experience the country firsthand.

Foreign travelers wait for trains at Beijing South Railway Station, Oct. 22, 2026. (Photo/Guo Junfeng)

Yang said the Ministry of Commerce would continue working to improve the "Shopping in China" experience by enriching high-quality supply, creating consumption scenarios with Chinese features and cultural appeal, expanding the coverage of departure tax refunds, and improving payment-related services.