As the Chinese Lunar New Year approaches, festive cheer fills the air. Marking three decades of service and the much-anticipated family reunion, Shanghai Join Buy Group launches a New Year Shopping Festival under the theme "Thirty Years with You, Joyful Shopping for Reunion." From January 22 to 25, the four-day festival opens daily at 10:00 a.m. on Joinbuy Pedestrian Street, offering a vibrant celebration filled with diverse products, sincere benefits, and a lively atmosphere—inviting you to immerse in the authentic New Year joy.

The festival features five Chinese time-honored brands under the Group—Xiqu Laodafang, San Yang Sheng, Xinchangfa, Zhengzhang, and Lifefun—alongside two Shanghai heritage brands, Baiyulan and Taichang, as well as Join Buy Zhongtang and Ami at the market.

In collaboration with the Bureau of Culture and Tourism of Jing'an District, the event brings traditional intangible cultural heritage (ICH) handcraft experiences on-site, allowing visitors to explore cultural charm while shopping for New Year goods. Additionally, Jiuguang Department Store has joined with six brands, including Hong Kong MX, Kee Wah Bakery, and Pastelaria Yeng Kee, offering more surprises to discover!

At the event, interactive games start daily at 12:00 p.m. Participants can earn game coins by completing tasks and use "Mali Game Coins" to join activities at interactive stations for a chance to win generous gifts. The Bureau of Culture and Tourism of Jing'an District has also specially set up an ICH Interactive Check-in Zone, combining traditional craft demonstrations with fun check-in interactions. Through delicate brushstrokes and intricate needlework, the zone highlights the artistry and festive customs, adding a unique sense of ritual to the New Year celebrations.

Shanghai Join Buy Group and its brands are offering exceptional discounts and on-site benefits during the festival:

San Yang Sheng offers storewide discounts of 15% off; Xiqu Laodafang, Xinchangfa, and Lifefun join the promotion with 20% off; Ami provides discounts starting at 20% off, while Taichang surprises shoppers with a massive 40% discount across all products. Zhengzhang Laundering and Dyeing showcases its bestsellers with free trials and shares practical garment care tips on-site. Meanwhile, Baiyulan distributes exclusive WeChat red envelope covers to attendees.

Join Buy Zhongtang features a cozy stove-boiled tea experience and a salmon-themed pet-friendly activity. Exclusive surprise gifts await those who engage on-site!