The 2025 China Farmers’ Harvest Festival Golden Autumn Consumption Season Kicks Off

Release Date:

2025-09-06

The 2025 China Farmers’ Harvest Festival Golden Autumn Consumption Season kicked off on September 5 in Hangzhou, Zhejiang Province.

This year’s Golden Autumn Consumption Season is themed “Celebrating a Bountiful Harvest and Enjoying a Better Life,” and is jointly launched by the Ministry of Agriculture and Rural Affairs, the Ministry of Commerce, the Ministry of Culture and Tourism, China Media Group, the National Forestry and Grassland Administration, and the All-China Federation of Supply and Marketing Cooperatives.

This year’s Golden Autumn Consumption Season runs from early September to the end of November, during which local governments and relevant departments will organize a wide range of multi‑sectoral, multi‑level, and diversified events to celebrate the harvest and boost consumption.

At the launch event, the China Association for the Development and Service of High-Quality Agricultural Products unveiled an initiative to boost consumption through urban–rural linkages. Six well-known e‑commerce platforms rolled out 25 farmer‑friendly measures, including consumer subsidies, traffic‑driving support, and assistance with market entry, while eight financial institutions introduced 34 targeted programs to support agriculture, such as special agricultural loans, spend‑and‑save promotions, and points‑redemption schemes. Meanwhile, cities including Tianjin, Shenyang, Wuhan, Guangzhou, Chengdu, and Lanzhou called on 36 major and medium-sized cities to jointly organize campaigns promoting the consumption of “vegetable basket” products, leveraging concrete policies that benefit farmers and consumers alike to help them achieve bumper harvests and higher incomes.

According to the Ministry of Agriculture and Rural Affairs, the Golden Autumn Consumption Season is a key event of China’s Farmers’ Harvest Festival. By establishing exhibition and sales platforms and coordinating online and offline channels, it aims to smooth urban–rural consumption linkages and unlock the potential of both urban and rural markets. Since its inception, the Golden Autumn Consumption Season has cumulatively spurred agricultural product sales exceeding 130 billion yuan. (Reporter Gu Yiping)

[Editor-in-charge: Wang Xue]

Source: Xinhua News Agency

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