On the afternoon of September 7, Hunan Province launched its "Watch Wonderful Xiangchao, Shop for Hunan's Specialties, and Explore Charming Hunan" campaign alongside a related consumption promotion series in Changsha. The launch ceremony was held at the east square of the Changsha Helong Sports Center. Later that evening, the 2025 Hunan Super League, also known as "Xiangchao," kicked off at the sports center.

The ceremony.

The event was jointly hosted by the Hunan Provincial Department of Commerce, the Hunan Provincial Department of Culture and Tourism, and other departments. It aimed to further stimulate market vitality and unleash consumption potential through an innovative model integrating sports, cultural tourism, and consumption. At the launch ceremony, the cultural tourism promotional video "Super League, Super Fun" made its debut. The video showcased landscapes, cultural essences, and new consumption scenarios across Hunan's 13 cities and one prefecture. It promoted a fresh cultural tourism concept—"fall in love with a city through a football match, then explore the whole of Hunan after watching Xiangchao."

The Hunan Provincial Department of Culture and Tourism, in collaboration with the cultural and tourism bureaus of all 13 cities and one prefecture, jointly released the "Super League, Super Fun" cultural tourism themed routes and special public welfare policies. Diverse beneficial packages, including discounted tickets for tourist attractions, accommodation discounts, and transportation subsidies, were introduced to achieve the goal of "enjoying discounts with football tickets and promoting tourism through football matches," creating a synergistic effect between sports and tourism consumption.

From September to December, the "Super League, Super Fun" serial cultural tourism events will center on the theme of "sports + cultural tourism + consumption," creating multiple consumption scenarios throughout the competition period to offer rich interactive experiences for residents and tourists.

Public libraries and cultural centers across Hunan will launch the "Enjoy Xiangchao, Date with Culture" series, featuring spectacular weekly events—from city culture showdowns and pop-up cultural tourism activities to night markets. The "Super Fun Intangible Cultural Heritage" series will combine elements like opera, cuisine, and tea ceremonies to bring a cultural feast to the audience.

Six hundred hotels across the province are jointly launching a collaboration initiative to form a closed-loop consumption chain that integrates sports events, accommodation, and cultural tourism. The parent-child educational and football match tour combines match-watching with cultural experiences, offering homestay interactions, customized travel itineraries, and themed gift packs. Furthermore, a large-scale self-drive event is held to boost consumer enthusiasm through internet influencer-led tours and blind box prize draws.

The "Xiangchao Supermarket Fair" set up three main exhibition areas on the site—Hunan cuisine, emerging consumer brands, and cultural and creative intangible heritage, with over 60 brands on display.

A look at the characteristic products that drew countless visitors to the fair.

Photos provided by the organizers.

This article is from the Hunan Provincial Government www.enghunan.gov.cn.

Translator: Yu Jiangjiang

Chinese source: Voice of Hunan