The 11th Guangzhou International Shopping Festival kicked off at the Tianhe Road Business Circle in Guangzhou's Tianhe district on Dec 28 and will last until Jan 26, with over 100 activities expected to be held.

The slogan of this year's festival is "WE LIGHT", which has the similar pronunciation to the Chinese characters "未来", meaning future. A metaverse broadcasting room was established for the festival. In this room, a "digital man" introduces characteristic brands and makes sales to consumers.

In the FT-Meta metaverse cloud exhibition hall, consumers are introduced to products, and experience entertainment and social activities in an immersive manner. [Photo/WeChat account: tianhefabu]

In addition, this year's shopping festival opens online sales channels in collaboration with renowned online platforms like JD.com and Meituan.

Live streaming is held to promote local brands in Tianhe district. [Photo/WeChat account: tianhefabu]

The "WE LIGHT" sign outside the shopping festival's opening ceremony venue. [Photo/WeChat account: tianhefabu]