In the Longhua District of Shenzhen, south China's Guangdong Province, a newly opened supermarket attracted a large number of customers early in the morning. Many of these early risers were from the Hong Kong and Macao special administrative regions, eagerly lining up to check out the new shopping venue.

In the supermarket's 22 cashier lanes, each one was bustling with consumers ready to check out. Within just a few days, the supermarket had processed applications for over 130,000 membership cards. According to the supermarket's staff, more than 10,000 of these were issued to residents from Hong Kong and Macao.

As the Spring Festival draws near, a growing number of Hong Kong and Macao residents are heading to Shenzhen to purchase New Year goods. Contrasting with the smaller supermarkets common in Hong Kong, the large warehouse-style supermarkets offer a wider selection of goods in larger quantities and more spacious environments.

"White strawberries are relatively hard to find in the market, but here they're reasonably priced." said a Hong Kong resident who visited the supermarket. "The sheer size and variety of this mall make it very attractive."

To accommodate the surge in shopping New Year goods prior to the festival, supermarkets have introduced convenient shuttle services specifically for residents of Hong Kong and Macao. Cao Guohua, the manager of a supermarket in Shenzhen, said, "Our shuttle service has 12 stops in Hong Kong, offering direct routes through the Shenzhen Bay Port straight to our store."

Many supermarkets in Shenzhen have on-site delivery service points operated by express companies right outside their exits, where customers can quickly send their purchases. Goods are efficiently packed and shipped, allowing Hong Kong and Macao consumers to receive them almost by the time they return home.

"The direct express delivery to Hong Kong is very convenient, sparing us the hassle of carrying everything ourselves," said a Hong Kong resident.

The vibrant consumer market is also boosting business for travel agencies. In the commercial plaza at Shenzhen's Liantang Port, Hong Kong visitors are drawn to travel agency counters to inquire about "cross-border short-distance travel." Supermarket shopping is a highlight in travel flyers, with many visitors booking trips immediately after consultation.

Mainland tourists explore multiculturalism

While residents of Hong Kong and Macao head north for shopping, the mainland tourists are exploring new experiences in these regions. Moving beyond traditional shopping excursions, many are now drawn to the historical and cultural attractions. They immerse themselves in the local rich heritages, strolling through old streets and alleys, enjoying symphonies in historic settings, and experiencing the vibrant New Year light shows.

Some tourists also choose to delve into local culture by exploring a range of specialty stores. "Here, we can discover cultural and creative products that are not only aesthetically pleasing but also emblematic of Macao," a woman surnamed Bu from Beijing said. "These items are perfect for personal use or as thoughtful gifts for friends."

"Items like keychains, coasters and refrigerator magnets are extremely popular," said Wu Jinsheng, the operations director at a Macao cultural and creative store. "Our foot traffic has even surpassed that of 2019, with about a 50-percent increase in customers."

During the recent New Year's Day holiday, Macao recorded its highest single-day tourist count in three years, reaching 175,300 visitors. In anticipation of the increased visitor numbers for the upcoming Spring Festival, Macao is gearing up with festive activities, including float parades and fireworks shows.

Behind two-way consumption boom

Since 2023, tour groups from Hong Kong and Macao have become key contributors to the surge in port entries and exits. This trend is especially evident during weekends and public holidays, when single-day entry and exit numbers at the port often break records, reaching up to 115,000 in a single day.

While the flow of people is heading north, the number traveling south is also increasing rapidly. In 2023, over 45,000 mainland tour groups passed through the Zhuhai Port of the Hong Kong-Zhuhai-Macao Bridge, amounting to more than 2.5 million individuals.

Fueling the rise of this consumption trend are several supportive measures designed to fast-track the Greater Bay Area's integration, notably through enhanced transportation. One of these efforts is seen at the Zhuhai Highway Port on the Hong Kong-Zhuhai-Macao Bridge, where programs introduced last year to ease northbound vehicle travel from Hong Kong and Macao have boosted passenger and vehicle traffic. As of January 29, 2024, the numbers of inbound and outbound passenger trips have reach over 1.76 million, nearly quadrupling the figure from the same time frame last year.

During the Spring Festival travel rush, residents from Hong Kong and Macao opt for the Hong Kong-Zhuhai-Macao Bridge to visit relatives and friends on the mainland. Many also travel to Shenzhen's flower market to purchase New Year flowers.

Besides driving, travelers can choose high-speed rail. To meet rising demands, the Guangzhou-Shenzhen-Hong Kong Express Rail Link offers two types of discounted tickets for both occasional and regular travelers. A special service window at Hong Kong's West Kowloon Station is also opened to facilitate quick ticket processing, streamlining travel for passengers.