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The Retail Hotspots for Chinese New Year Tourists

Brands can expect an influx of Chinese travellers to Bangkok, Seoul and Kuala Lumpur during the Spring Festival travel surge, as well as heavier traffic at gateway airports serving domestic holiday destinations in Hainan, Hebei and Shaanxi.
A visitor wearing traditional costume at the illuminated lantern festival at Yuyuan Garden in Shanghai, China on January 26, 2026.
A visitor wearing traditional costume at the illuminated lantern festival at Yuyuan Garden in Shanghai, China on January 26, 2026. (Getty Images)
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BoF PROFESSIONAL

China ushered in the Year of the Horse with a wave of festivities on Feb. 17, but the travel rush that began two weeks earlier will keep retailers busy until mid-March. The 40-day Chunyun season is one of the country’s peak travel periods, offering brands a prime opportunity to capture spending around Lunar New Year.

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Further Reading

Where to Engage Shoppers This Chinese New Year

While travel to Europe remains muted, Chinese shoppers are flocking to Singapore, Thailand and other Southeast Asian destinations where fashion retailers are hoping Lunar New Year marketing investments will pay off.

About the author
Gemma A. Williams

Gemma Williams is a contributing writer at The Business of Fashion. She is a writer and curator with an expertise in China's luxury and fashion markets who is based in London.

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