A view of Hall 1 at the 2025 CIFTIS in Beijing on 10 September (DONG NING)

Bathed in the golden light of September, Beijing’s Shougang Park hosted the 2025 China International Fair for Trade in Services (CIFTIS). At the heart of the event, a dynamic spirit of renewal was evident, as emerging patterns in cultural, tourism, and sports consumption unfolded throughout the fair. From the creative integration of the centuries-old Peking Opera with innovative business models, to immersive sports experiences and the rollout of streamlined tax refund procedures for international visitors, the fair showcased a nuanced yet significant shift in consumption practices. 

As she stepped onto the exhibition grounds, Bulgarian student Jood Ghazwan Sharaf was immediately captivated by the special feature, “A Cultural Journey through Peking Opera.” From extended reality (XR) studios and interactive fitness sessions to costume experiences and themed dining, every element celebrated the colours and essence of Peking Opera, making it one of CIFTIS’s standout attractions. 

“I genuinely felt transported, as if stepping into the timeless world of Chinese storytelling,” Sharaf said, standing before the MRStage-designed XR studio. Dressed in an exquisite costume and positioned within the designated area, she was projected in real time onto the grand palatial set of The Drunken Concubine.  

The visual and auditory spectacle was soon paired with a delightful culinary experience: pastries from Imperial Kitchen, adorned with traditional opera masks, alongside dairy treats co-branded with Mengniu, a Chinese dairy products company. Sharaf eagerly joined in, savouring every bite of the festive offerings. 

Elsewhere, outside the “Tower of Thrills” – a daring reinterpretation of the Olympic ski jumping platform – a queue quickly formed. Adrenaline seekers lined up for bungee jumps, while the more cautious tried rock climbing or enjoyed soaring aerial performances. Further along, the XR zone by PICO and a 3D dragon installation from the Beijing Municipal Cultural Heritage Bureau blended technology with tradition, captivating visitors through immersive experiences that redefined cultural engagement in the Chinese capital. 

Frictionless tourism 

While Sharaf immersed herself in Peking Opera’s enchanting legacy, David, an Australian traveller, explored the “Beijing Gifts” exhibition area. Captivated by traditional Lord Rabbit figurines at the Jitufang stand, he asked eagerly, “How much is this? How do I pay?” and marvelled at the seamless transaction that followed. After completing the payment, David immediately received his VAT refund, a convenience he praised highly. 

The instant tax refund was a standout innovation at CIFTIS 2025. To ensure international visitors could “shop with confidence and reclaim their refunds without hassle,” the Beijing branch of Bank of China, together with the city’s Tax and Cultural & Tourism bureaus, introduced several measures.  

A centralised counter for instant tax refunds was established in Pavilion 1. Pavilion 9 featured an electronic map highlighting 1,500 businesses across Beijing that offered tax-free shopping to foreigners. In the “Beijing Gifts” section of Pavilion 11, shops provided tax-free products with assistance from Bank of China staff. By the end of August, eligible product sales in Beijing had increased by 150 percent compared with the previous year, while refunds rose by 174 percent, underscoring the city’s growing appeal to international tourists. 

Two robots engage in a freestyle boxing match at the 2025 CIFTIS in Beijing on 10 September (DONG NING) 

The rise of hybrid sports 

CIFTIS’s sporting services zone pulsed with energy, bringing together physical activities, interactive games, and cutting-edge equipment. It showcased a new ecosystem where the sports economy, digital transformation, consumer engagement, and industrial collaboration converged, extending athletic experiences beyond stadiums and into everyday life. 

In the FOLO Ball area, brought to life by Beijing China Unicom and start-up FOLO, two players strapped on mixed reality (MR) goggles and dove into a virtual showdown. Their movements sent a glowing ball arcing through a digital net, visible only on smartphones. There was no physical ball and no contact, yet the game was electrifying. Powered by AI and MR, it fused cardio exercise with high-octane excitement, offering a glimpse of the future of interactive sports. 

At Suooter Technology’s stand, visitors grabbed laser rifles and instantly transformed into sharpshooters, eyes locked on the bullseye. Originally designed to train Olympic champion Sheng Lihao, the system now brings precision shooting to everyone. Safe, cost-effective, and meeting European standards, it gives thousands of young people the thrill of sporting excellence in a single shot. 

In Beijing’s national pilot zone for sports consumption and the events economy, an iconic spectacle is taking shape: the 2025 WTT Grand Smash China table tennis tournament, running from 25 September to 5 October at Shougang Park. As a key part of Beijing’s push to become a “city of sporting events,” the tournament showcases how major competitions can energise urban life, blending culture, commerce, tourism, and elite sport into one vibrant experience.