"More consumers will be attracted to the diversified cultural activities, with preferential prices," he says.

The organizers are cooperating with the capital's major cultural venues, such as Shougang Industrial Park, 798 Art Zone, Langyuan Vintage and Langyuan Station, to arrange colorful activities, ranging from cultural product fairs, live performances of music and art, and study tours for students. The target customers are book lovers, film enthusiasts and fans of television and drama.

They are also working with e-commerce and social media platforms, such as short-video apps, to promote the activities of the consumption season among potential consumers. They have invited influencers to share their experience of the cultural events online.

Digital culture consumption will be the key activity this year. The season's art festival offers online exhibitions and previews of auctions, using cutting-edge technology.