Holiday insights: 'China Haul' trend highlights China's growing global appeal

In China, where can you get the best deals on electronics and where can you find clothes that are unique, well-made and affordable?

Those are among the questions answered in a recent shopping guide by YouTube creators Kinjal and Sushi, who have 479,000 subscribers on the platform.

Pointing their cameras at Shenzhen, the couple took viewers on a shopping tour of the city, walking them through where to look for electronics, fashion and other products. Their verdict was clear: China is a "shopper’s paradise."

The video has since attracted 194,000 views, offering a glimpse into a growing trend on overseas social media: international visitors are not only coming to China to see the sights, but increasingly to shop, explore Chinese brands and share their finds online.

That trend has given rise to a new buzzword – "China Haul," with foreign visitors filming unboxing videos and showcasing what they picked up during their trips to China.

From China-made to China-bought

During this year's Mid-Autumn Festival and National Day holidays, major ports across China saw a surge in inbound and outbound passenger traffic.

According to the Beijing Municipal Culture and Tourism Bureau, Beijing received 8.783 million tourist visits during the Mid-Autumn Festival holiday, generating 11.54 billion yuan ($1.72 billion) in tourism spending. Of these, 83,000 were inbound tourist visits, contributing 780 million yuan ($116 million) in spending.

At an electronics store in Kunshan, east China's Jiangsu Province, American music agent James Yin opened his backpack and showed the reporter a drone, a handheld gimbal and a wireless microphone he had picked up in China.

From drones, action cameras and other digital products to goji berry drinks and moxibustion boxes, as well as trendy toys, silk products and customized souvenirs, a growing range of Chinese goods are making their way into the luggage of foreign tourists.

One widely shared comment under the "China Haul" hashtag sums up the experience: "Bring an empty suitcase when you travel to China, because you’ll shop until you’re exhausted."

The growing popularity of Chinese products reflects rising recognition among consumers overseas. 

At the same time, efforts to improve the shopping experience are making it easier for international visitors to spend in China.

Shanghai, for example, has introduced seven measures to make mobile payments more convenient for international visitors, addressing payment challenges in key consumption scenarios. Efforts have also been made to streamline tax refund services for departing travelers and improve multilingual signs and visitor information in public spaces.

These measures are helping create a more international-friendly shopping environment, making it easier for overseas visitors to experience and consume Chinese products during their trips.

A two-way flow between China and the world

The growing movement of people between China and the rest of the world is creating more opportunities for cultural exchange, travel and consumption. As more international visitors come to China to explore, shop and experience everyday life, Chinese tourists are also venturing farther afield, creating a dynamic flow of people, products and experiences.

During the 2026 National Day holiday, a topic about Chinese tourists enjoying their Golden Week holiday went viral on overseas social media. Chinese travelers were spotted everywhere from crowded beaches in Australia to packed trains in Italy and popular restaurants in the UK.

Data from third-party platforms show that Chinese tourists traveled to more than 3,800 cities around the world during the holiday period, with more than 1.21 million outbound flight tickets booked, up about 4% year on year.

The surge in outbound travel has been fueled by factors including rising household purchasing power, improvements to the paid-leave system and the growing practice of combining public holidays with annual leave.

In 2025, China recorded 148 million outbound tourist trips, up 20.8% year on year, while inbound tourism reached 154 million trips, according to China's Ministry of Culture and Tourism.

The growth in both inbound and outbound travel highlights China’s role as both a major source of international tourists and a major destination, while offering a glimpse of the increasingly close interaction between China and the rest of the world.