"The promotion event held in Beijing closely aligns with the strategic goal of building a strong domestic market and pursuing domestic demand-led growth," Wang Mingyuan, secretary of the CPC Jinjiang Municipal Committee, said at the city's promotion conference in which the campaign was launched.

"The campaign is Jinjiang's step to cultivate new consumption momentum," Lin Qi, director of Jinjiang Commerce Bureau, said. "For brands from Jinjiang, it signals a decisive upgrade from selling products to building brands."

Jinjiang is using its "Super Jinjiang" shopping IP as a key platform, fully unlocking consumption potential and guiding local enterprises to explore new growth areas such as the IP economy, fashion economy, and debut economy, according to Lin.

"Enterprises are also encouraged to expand supply of new products tailored to interest-driven, green, and health-focused consumption, so as to meet the public's evolving demand for diversified, personalized, and high-quality goods," Lin said.

In this year's Government Work Report, building a robust domestic market was listed at the top among the major tasks. Special initiatives to boost consumption, according to the report, will continue to be advanced.

250 billion yuan ($36.36 billion) in ultra-long special treasury bonds will be earmarked for consumer goods trade-in programs, according to the report.

Beyond a short-term stimulus, China's strategy also focuses on industrial upgrading to stabilize employment and raise incomes over the medium term, and on strengthening social security, income support, and public services to shore up consumer confidence in the long run.

The scale and ambition of the campaign are backed by Jinjiang's industrial heritage and vibrant private sector, the core of the widely recognized "Jinjiang Experience".

The "Jinjiang Experience" refers to the transformation of Jinjiang, which used to be a poor county with a large population and little land in Fujian province, into an economic powerhouse with a well-developed economy.

It focuses on the real economy, draws momentum from reform and innovation, and stresses effective government-enterprise cooperation.

To pursue innovative development of the "Jinjiang Experience" has been included in China's 15th Five-Year Plan.

This forward-looking strategy has enabled Jinjiang to become one of China's top county-level economies and a representative model of Chinese-style modernization at the local level.

"In 2025, Jinjiang's GDP reached 386.18 billion yuan, and its economic aggregate remained among the top three counties nationwide," Wang said.

The private sector contributes over 90 percent of Jinjiang's GDP, tax revenue, R&D investment, and number of enterprises, according to Wang.

A thriving private sector lays the foundation for abundant brands, diverse products, and a resilient supply system.

Jinjiang has built a cluster of industrial pillars — textile, footwear, and apparel valued at over 400 billion yuan.

The 2026 Government Work Report calls to further boost domestic demand and improve supply. Such a strong and diversified supply helps meet consumer demands more effectively and boosts people's willingness to spend.

"We highly value Fujian's rich experience in private-sector development and its dynamic approach to cultural and economic exchange," Fazeel Najeeb, the Maldives' ambassador to China, said during the conference.

Beside its industrial achievements, Jinjiang's well-developed public services and inclusive urban development have underpinned its consumption growth momentum.

This focus on livelihood security to unlock consumption potential aligns with the long-term structural reform direction highlighted by Cheema.

"In longer term, structural reforms are needed," he said, underscoring the importance of a stronger social protection program.

"Providing higher or stronger pension systems and reducing the cost of healthcare would provide more comfort to households, and enhance their ability to spend," he added.

The city has a permanent population of around 2.5 million, more than half being non-local residents, and offers high-quality education and healthcare services, according to Wang.

Its holistic livelihood improvements have shored up residents' consumer confidence — a core pillar for sustained growth in household spending.

Jinjiang's vibrant private sector also contributes more than 90 percent of the city's urban employment, and has fostered a pervasive entrepreneurial spirit across the city.

Today in Jinjiang, one in every seven residents is a business owner, according to Wang.

From brand collaborations to policy arrangements, China is tapping into the enormous potential of its domestic market, using the stability of its own development to navigate the uncertainties of the external environment.

This consumption initiative not only showcases the strength of Chinese brands, but also points to a clear path for expanding domestic demand.

Tu Tian, Jiang Xueqing and Yan Xingzhou contributed to the story.