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On July 2nd, Weihai. The sea breeze wrapped in the heat, blowing into a steaming hot market. On the same day, the 2026 Shandong Province Summer Cultural and Tourism Consumption Promotion Host Event, jointly organized by the Shandong Provincial Department of Culture and Tourism, the Shandong Branch of the Bank of Communications, and the Weihai Municipal People's Government, and the launching ceremony of the Shandong Station of the Bank of Communications' "Cultural and Tourism Drama · Entering Fireworks" were held in Weihai, Shandong. As the highlight of the event, the "Walk into Fireworks" cultural tourism market opened at the same time - more than 80 characteristic booths and six theme areas, bringing the intangible cultural heritage skills, traditional food, cultural and creative works, China-Chic experience, health care, and local celebrities of Qilu into Weihai.

 

From the sauce flavor of Dezhou braised chicken to the sweet and glutinous taste of Hengshengzhai Dim sum, from the nourishing of Hongjitang ass hide glue to the playful appearance of Zibo soft pottery, landmarks and good things from all over the province were unveiled, and all local intangible cultural heritage projects in Shandong were also unveiled. Several national and provincial representative inheritors of intangible cultural heritage have conducted live performances and interactive teaching on site. Citizens and tourists can not only watch and buy, but also try it out themselves.

 

The liveliness of the market is hidden in the details of every stall.

 

Sold out in two hours, farmers urgently restock

 

The stall owner of Aguo Agriculture never expected that in the early stages of the market opening, she was still worried about insufficient foot traffic, but in just three hours, all the fruits on the stall were sold out. We can only urgently return to the orchard for restocking, "she told reporters. The exhibition platform set up by the government and banks allows rural agricultural products to face consumers directly," effectively helping us small and micro merchants increase income. "During the event tour, she took the initiative to find the leaders present and took a photo to thank them - this gratitude was written on her face and also on the sold out shelves.

 

Bank employees' carrying goods', time-honored brands surpass 10000 in a single day

 

The booth of Dong'e ass hide glue was flat at first. Bank staff took the initiative to experience and purchase cultural and creative products on site, but unexpectedly, this move attracted a large number of tourists to stop and consume - with daily sales exceeding 12000 yuan, breaking previous records. The "counterattack" of a booth reflects another way for finance to empower cultural tourism: it is not just a simple credit injection, but also deeply embedded in consumer scenarios, using "experience" to leverage "purchase".

 

Public welfare booths provide warmth to consumers

 

The market has set up a dedicated Aiyuanxiang public welfare booth to provide free exhibition and sales channels for disabled craftsmen. Many tourists actively purchase handmade products to support the employment and income growth of special groups through consumption. A tourist said, "The things are good and they can also help people. The money is worth it

 

The market is not only lively offline. The organizer provides on-site online live streaming rooms and express logistics services, forming a convenient model of "scanning codes to place orders and instant delivery". Bank of Communications has provided five exclusive gifts for this market, both online and offline. Customers who spend 30 yuan or more on a single transaction will receive a discount of 15 yuan, and they can also receive Bank of Communications customized canvas bags for free; A single consumption of 688 yuan or more will result in a deduction of 68 yuan for the Bank of Communications credit card and 28 yuan for the Bank of Communications debit card. In addition, there are blind box lottery and live broadcast lucky bag giveaways, which take turns to benefit the people with real money and silver.

 

More than 400 Bank of Communications customers from Beijing, Shanghai, Jiangsu, Yunnan, Qinghai, Shanxi, Hubei, Qingdao and other places also came specially to become special "experience officers" for this market.

 

Data shows that more than 2000 transactions were completed at the market event, with a consumption amount exceeding 130000 yuan.

 

A market with over 80 stalls and more than 2000 transactions - behind the numbers lies the collaborative logic of government support, financial empowerment, market participation, and public benefit. Next, the Shandong Branch of Bank of Communications will continue to deepen cooperation between the government, banks, cultural and tourism associations, innovate consumer finance products, enrich service scenarios for the benefit of the people, and continue to nourish the world with financial vitality.

 

The mountains and seas have a promise, and fireworks travel together. The summer market has come to an end, but the story of "finance+culture and tourism" has just begun.