"Travel the World for 1,000 RMB"-this isn't a slogan, but the title of a trending topic on the overseas short video platform TikTok, which has been viewed 180 million times. In the footage, New Zealand blogger Lily rushed into Yiwu International Trade City with an empty suitcase. Three hours later, the suitcase was filled to the brim with electric toothbrushes, foldable phones, Hanfu costumes, drones, and a bag full of "glowing pandas." She exclaimed to the camera, "This is Disneyland for adults!"
Like Lily, more and more foreign tourists are adding "Shopping in China" to their itineraries. Traditional "visiting tourist attractions" is giving way to "inbound tourism." According to statistics from the Yiwu Municipal Bureau of Culture and Tourism, the mall received an average of over 12,000 overseas visitors per day from January to August 2025, a year-on-year increase of 57%. Over 40% of these visitors came specifically after being inspired by short video platforms. South Korea, Brazil, the United States, and Thailand were the main source countries. "We've launched 'shopping maps' and 'tax refund guides' in 13 languages, and set up 5G live streaming booths in the mall to facilitate live streaming while shopping," said Lou Yongping, Deputy General Manager of the mall group.
The integration of "shopping + tourism" is also forcing supply chain upgrades. Jin Xiaoying, a toy vendor in Area 1 of the Trade City, told reporters that based on feedback from foreign livestreamers, she repackaged her "archaeological blind boxes," originally sold only on domestic e-commerce platforms, with full English packaging. "Monthly sales of a single item have exceeded 6,000 units, with the highest single order coming from a Mexican influencer group buying 1,200 sets."
The "buy now, refund now" policy for departure tax refunds has further fueled consumer spending. Starting in April 2025, Zhejiang will expand the number of tax refund stores to 550, adding small items such as "smart wearables" and "cultural and creative gifts" to the tax refund range. While the average refund amount per tax refund form decreased by 18% compared to the same period last year, the number of refunds increased by 2.4 times, indicating that "small-amount, frequent" consumption has become the mainstream. Data provided by Yiwu Customs, affiliated with Hangzhou Customs, shows that departure tax refunds at Yiwu Airport exceeded 100 million yuan in the first half of this year, exceeding last year's total.
"In the past, we worried that tourists would just browse without buying. Now, they're not only buying, but also filming the process to promote their products," said Zhang Xiaofeng, Vice President of the Zhejiang Tourism Science Research Institute. Foreign influencers have broken down the "Shopping in China" campaign into visual, replicable, and interactive experience modules. The "Yiwu-Hangzhou-Shanghai" route is becoming a 144-hour golden route combining shopping and city sightseeing, with an average customer spending of 11,000 yuan, 1.7 times that of traditional East China routes.
The popularity of "Shopping in China" reflects the shift from "Made in China" to "Created for China." The Ministry of Foreign Affairs previously stated that China will continue to expand the list of countries with visa-free entry and explore the establishment of "departure tax refund windows" at more ports, making "spontaneous shopping in China" a new normal for overseas tourists.
As night falls, the "World Food Night Market" outside Yiwu Trade City is ablaze with lights, and the aroma of Brazilian barbecue, Turkish ice cream, Korean fried chicken, and Xinjiang baked buns fills the air. Foreign streamers, armed with selfie sticks, streamed their meals, their voices mingling in various languages in the background. At this moment, Yiwu wasn't just selling small commodities; it was also showcasing the vibrant atmosphere of the "global village."