JIAXING, China – February 13, 2026 – On the eve of the 2026 Spring Festival, the “Relax Jiaxing” international promotional campaign, organized by the Jiaxing Municipal Bureau of Culture, Radio, Television, and Tourism in partnership with Putike International Travel Service,was successfully launched. The initiative invited celebrated Malaysian travel content creators @Janice&Jaguar on a curated three-day journey through Jiaxing, designed to capture the authentic flavors of the Chinese New Year and the timeless allure of the Jiangnan region. Documenting their experiences and sharing them with global audiences via Instagram, YouTube, and other international social media platforms, the influencers spotlighted Jiaxing’s vibrant Spring Festival traditions and distinctive Jiangnan character, extending an invitation to overseas travelers to “come back to Jiaxing and experience the festivities.”
Where the Festive Spirit Reigns:
Jiaxing Debuts Its Captivating “Chinese New Year Look”
The meticulously curated itinerary, built around the theme of “New Year flavor,” linked a series of cultural landmarks immersed in festive ambiance.
At Puyuan Fashion Ancient Town, the influencers marveled at the sweeping lantern displays, dazzling light installations, and strategically placed New Year decorations—while also bearing witness to the breathtaking spectacle of “Datiehua” (molten iron fireworks), an intangible cultural heritage performance that radiated both passion and romance, deeply rooted in traditional folk customs.
On the iconic Yuehe Historical Street, home to distinctive attractions such as the Zongzi (rice dumpling) Museum, time-honored brands including Shendang rice wine and Weidefeng offered an authentic taste of local heritage. The bustling array of traditional New Year goods evoked cherished memories of a Jiaxing-style Spring Festival.
Meanwhile, Nanhu Tiandi, Jiaxing’s most vibrant and trendy commercial district, has likewise embraced its festive transformation. Adorned with a series of celebratory art installations that seamlessly blend Jiangnan elegance with contemporary aesthetics, the area also hosts a lively New Year market running through the Lantern Festival. With photogenic scenes at every turn, the district embodies a stylish reinterpretation of traditional Chinese New Year spirit—where heritage meets modernity in the most captivating way.
Encountering Ancient Jiangnan Towns:
Immersing in the Slow Rhythms of Life
Beyond the vibrant festive atmosphere, the influencers delved into Jiaxing’s rich tapestry of ancient cities and towns, exploring the city’s profound historical legacy across different eras and perspectives.
At the Zicheng Archaeological Site Park, they wandered along the millennia-old city walls, listening to the silent stories embedded in every stone and experiencing the flow of Jiaxing’s history through centuries of change. Continuing to the Nanhu Tourist Resort, they ascended the iconic Misty Rain Pavilion against a backdrop of mist and drizzle, taking in sweeping views of Nanhu Lake and gazing upon the historic Red Boat—a timeless symbol enshrined in China’s revolutionary memory. At this convergence of red culture and Jiangnan scenery, they came to appreciate the city’s layered cultural identity.
As night descended, an evening boat cruise offered a poetic conclusion to the day’s journey, weaving together the shimmering lights of Jiaxing’s waterfront. Gliding along the calm waters, the boat revealed a panorama of architectural silhouettes lining the shores—each telling its own story—unfolding like a living scroll of a “city that never sleeps,” both timeless and enchanting.
“To Discover the Soul of Jiangnan’s Ancient Towns, Look to Jiaxing.”
Xitang and Shendang unfold like two quietly turned pages from the chronicles of authentic Jiangnan life. Xitang Ancient Town, celebrated as a “living millennium-old town,” preserves remarkably intact clusters of Ming and Qing architecture, defined by its signature layout of “numerous bridges, winding lanes, and sheltered corridors.” Here, time seems suspended in a gentle, harmonious rhythm. Shendang Ancient Town, by contrast, offers a more tranquil and introspective experience. Largely untouched by excessive commercial development, it allowed the influencers to immerse themselves in the unspoiled, slow-paced essence of Jiangnan life.
This journey by the Malaysian content creators stands as a vivid testament to Jiaxing’s cultural tourism vision—using the Spring Festival as a cultural bridge to share the refined aesthetics of Jiangnan with the world. Where time-honored New Year traditions converge with the legacy of ancient towns, and where revolutionary heritage intertwines with contemporary luminous artistry, Jiaxing reveals its uniquely inclusive and multifaceted character. It is crafting a fresh narrative for Spring Festival travel—one that blends festive richness with heartfelt experiences. Come, and discover a different kind of Jiangnan Chinese New Year.