Guided by starlight, Siming shines brilliantly; with beer as the medium, Xiamen, the Egret Island, is at its most enchanting. From August 15 to 17, a city-wide beer extravaganza was held at Xiamen Wuyi Square, bringing together beer enthusiasts from around the globe to raise their glasses in celebration. The 2025 Xiamen Beer Consumption Season Siming Main Venue is in full swing, transforming the neon-lit Wuyi Square into an international stage: renowned female singers, European DJs, and overseas Chinese bands deliver live performances, igniting electronic music parties and mass dances, while laughter and clinking of glasses echo across the drinking zone. The event not only sparked a beer consumption frenzy in Siming District but also ignited nighttime consumption vitality across the city.
Igniting the crowd, playing the prelude to the beer carnival
Under the night sky, silver-white fireworks morphed into a soaring egret, stretching several meters long, circling above the stage, its tail feathers sweeping past all the glasses raised towards the sky at Wuyi Square, eliciting cheers from the audience. On the evening of August 15, the 2025 Xiamen Beer Consumption Season Siming Main Venue kicked off with a bang at Wuyi Square. Not only a breathtaking cold-firework egret show that lit up the night sky of Xiamen, but also popular female singer Wu Mochou performed hit songs such as “I Believe,” “Right Now,” and “When Love Comes,” sparking a mass sing-along. The opening ceremony was brimming with continuous interactions and excitement, including the Clinking Glass Challenge, fun song-guessing games, trendy rap performances, and the exciting chance to win gold bars by pulling bottle caps, offering citizens a unique prelude to the beer carnival.
The aroma of beer filled the air as crowds surged. Ms. Li, a local resident, told reporters that she had just finished shopping with her friends at Yundang Rainbow and came to enjoy the “coffee by day, beer by night” vibe. “Living in Yundang truly brings a sense of happiness. Food festivals, concerts, beer carnivals—these diverse activities enrich our lives and make the city more livable and tourist-friendly.”
At this beer carnival, Siming District crafted a five-dimensional experience scene of “night drinking, night dining, night touring, night shopping, and night entertainment.” Not only did dozens of food stalls offer Xiamen’s local delicacies, but China Resources Beer also teamed up with international beer brands to set up exclusive drinking zones and interactive game zones, allowing citizens and tourists to immerse themselves in a new beer consumption experience. The relevant person in charge stated that this event broke through the traditional beer carnival model, offering consumers a composite experience of gourmet food, designer toys, and social engagement through creative gameplay and multi-dimensional business formats. Meanwhile, with beer as the core, the event further promoted the deep integration of commerce, culture, and tourism, attracting a large number of domestic and foreign tourists and significantly advancing the international tourism development of Siming District and even Xiamen City.
Engaging the entire region, igniting a consumption boom
With beer as the medium, the whole city was abuzz. This event took the beer consumption season as an engine, creating a “1 (main venue) + 3 (sub-venues) + N (food streets)” model through the integration of region-wide resources, cross-industry collaboration, and innovation in cultural and tourism scenarios. It linked diverse consumption scenarios across the district, building the distinctive brand of “Night Siming.” Centered at Wuyi Square and extending to core commercial districts and scenic spots such as Mixc, Paragon Center, and Yefengzhai, the event uses beer as a bridge to connect new scenarios integrating commerce, tourism, culture, and sports, fully activating diverse consumption formats such as catering, shopping in commercial districts, and nighttime economy, injecting new momentum into the district’s nighttime economy.
During the event, Siming District actively organized neighborhoods and commercial districts to participate, launching a rich array of beer-themed activities. It will also collaborate with the “Siming is Running, Running in Siming” series to host the “9·8” CIFIT Dream Chase Run, presenting citizens and tourists with a summer-long festive extravaganza.
An official from the Bureau of Commerce of Siming District stated that Siming District continues to build the “2025 Siming Shopping Festival” IP, launching a series of beer-themed activities in conjunction with the 2025 Xiamen Beer Consumption Season, aiming to create diverse new consumption scenarios of “beer experience” and build an “everlasting beer carnival” to unleash new consumption vitality. Moving forward, Siming District will focus on “night drinking,” “night dining,” “night touring,” “night shopping,” and “night entertainment” to cultivate the “Night Siming” brand and establish itself as a nationally influential benchmark for nighttime economy. As each glass of beer becomes a link between innovation and the market, this continuously upgraded beer extravaganza will serve as a “new engine” driving urban economic growth, constantly unlocking new potential in the district’s nighttime consumption.
