Homepage > WORLD > Spring Sugar Life Season Is Coming! Raise Your Glass to Spring!
Time: 2025/03/18 15:34
Author:newsSpring breezes whisper: it’s time to step out and toast to life!
"Cheers, Chengdu!" 2025 Spring Sugar Life Season kicks off on March 20th! Dive into a 4-day spring extravaganza at Jiaozi Avenue &UFun Square, where 150+ global brands across three themes – Trendy Drinks, Global Eats & Craft Beer – await with 10,000+ exclusive gifts!
As Chief Partner of the 112th Spring Sugar Fair & 2025 Spring Sugar Season, China Resources Beer ignites the city’s passion with its "Spring Tipsy Plan" featuring Jinsha Liquor’s Zhaiyao Baijiu and Snow Beer. Chengdu, let’s raise a glass to spring!
Your Invitation Awaits!
I. 150+ GLOBAL BRANDS: Sip, Savour& Celebrate!
TRENDY DRINKS SEASON — CLINK GLASSES, SPARK IDEAS!
From dawn coffee to midnight mixology, discover creativity in every cup!
Coffee Oasis: Escape the office fatigue! Sip brews from Wild Pigeon, Treehaus, Hidden Rooster & more to spring melodies.
Luxe Indulgence: Hennessy FaFa Cart meets century-old Italian patisserie COVA. Snap with Hennessy’s AR filter → unlock a COVA x Hennessy V.S.O.P coffee cocktail voucher!
Tea Renaissance: Jasmine White, Li Shanshan & more reinterpret local flavors with Eastern aesthetics.
Brand Pop-ups: Chief Partners Snow Beer & Zhaiyao Baijiu, plus Zhong Tang, Zhen Nong, U Shine, Yeyo, smart & more host interactive booths!
Spotlight Moments
Zhaiyao Baijiu: A literary feast! Watch mixologists & dancers blend contemporary art with intangible cultural heritage "liquid painting".
Snow Beer: Scan → follow → pose with Mars Green display → claim free drinks! Unlock hidden surprises by scanning cans!
GLOBAL EATS SEASON — FLAVORS OF THE WORLD, ONE STREET!
Co-presented with Douyin Lifestyle Food Festival & ambassador Zhang Hanyun. Prove you’re a true Chengdu foodie!
World on a Plate: Authentic US burgers (Pallet), viral pizza (Pizza Corner), Thai Gov-certified Niki Thai, French art desserts (TIENSTIENS), Spanish ham (NIANHUA)...
Local Legends: Viral cakes (Imprint Mountain, Mousse Mountain), hotpot stalls (Old Ma Za, Luo Er), sushi star (Black Eye Bear), Guizhou’s famed Dan’s Crispy Duck – zero queues, pure bliss!
Fine Dining, No Fuss: Savor signature dishes from Black Pearl restaurants (Yun·Lu Hui Tianfu, Silver Pot) for under ¥100!
Pop-up Chefs: 20 "Crossover Kitchen Masters" (fitness gurus, models, influencers!) host exclusive tasting sessions.
CRAFT BEER SEASON — HOPS, MALTS & GOOD VIBES!
Call your crew – it’s time to "drink ’til delighted" !
Heineken® Cyber Hub: Neon lights + metallic art! Taste Heineken® Silver’s smooth maltiness. Post futuristic selfies → claim limited brews with surprise "easter eggs"!
Craft Mecca: Monster Beer Pub, Black Raven (local heroes) + NBeer (Beijing), Wild Days (Macau), Dào Brewing (Southwest) & more!
When global hops collide, a clink says it all!
II. SPRING ACTIVATION: JOY FOR EVERYONE!
Fresh Start Day / Clink Day / Mixology Day / Memory Day – each day bursts with themes!
Move: Ice hockey, pickleball, Zumba!
Groove: Folk, rap, DJ beats!
Discover: Street performers, Hanfu parades, impromptu art!
Unmissable Highlights
"Shakespeare in the Park": Original musicals Hamlet & Lady Macbeth transform the stage into open-air theatre!
Spring Sugar Speakeasy: Championship mixologists craft 7 "Chengdu Coolers" (Pǎěrduō Twist, Teacup Storm, Jiuyanqiao Sunset). Spot the Fair’s mascot → win gifts!
Beer Gauntlet Challenge: Find "Challenge Accepted" booths → battle 1 vs 7 → claim rewards!
Brew Talks: Chengdu Craft Beer Association VP Dabao + brewmasters share trends & tips!
Ne Zha Invasion: Bilibili’s million-follower artist "Sanca" debuts Ne Zha-inspired paper sculptures. Raffle: win a custom "Panda Paper Sculpture"!
Exclusive Exhibit: Ne Zha 2 behind-the-scenes at Jiaozi Bookstore (character designs, storyboards, director’s doodles!).
III. COLLECT STAMPS, WIN 10,000+ GIFTS!
Citywide Sugar Hunt (March 19th start):
Explore 100+ lifestyle stores across Chengdu → complete tasks → claim "Citywide Sugar Pack" at the main venue (feat. Zhaiyao mini baijiu, Heineken® Silver & more!).
At the Venue:
Grab a Spring Sugar Passport! Collect stamps → unlock treats & merch while enjoying non-stop fun.
This March, Chengdu swirls with spring air and the aroma of fine drinks.
March 20-23 | Jiaozi Avenue &UFun Square (Outside)
Let’s stroll Chengdu’s streets, clink glasses with life, and make friends with the world!
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