Canton Fair enters third phase, featuring lifestyle products

The third phase of the 139th China Import and Export Fair, or Canton Fair, opened Friday in Guangzhou, capital of south China’s Guangdong Province, featuring a dazzling array of lifestyle products.

The five-day segment of the world’s largest trade fair , running May 1 till 5, focuses on toys, maternity and childcare products, home textiles, stationery, as well as health and leisure goods, with an exhibition area of ​​515,000 square meters and 25,000 booths.

The third phase also displays smart healthcare products, fashion trends, and silver economy applications, closely addressing the diverse needs of global consumers for health quality, personalized consumption, and emotional companionship, and will launch over 150 new product debut events.

The Canton Fair runs from April 15 till May 5 in three phases, each highlighting categories from advanced manufacturing to home living and lifestyle products. Covering 1.55 million square meters, the fair features 75,700 booths and more than 32,000 enterprises, including about 3,900 first time exhibitors.

Established in 1957, the Canton Fair takes place twice a year in Guangzhou. It is the longest-running of several comprehensive international trade events in China, and has been hailed as the barometer of China’s foreign trade.

A special movie-themed flight campaign lifted off with Xiamen Airlines on Tuesday, blending film culture with tourism promotion to deliver a unique in-flight experience for passengers ahead of China’s upcoming May Day holiday.

The campaign took off aboard a plane operated by Xiamen Airlines, which are based in east China’s Fujian Province, bringing the magic of the big screen to the small screens on passengers’ seats.

The aircraft’s cabin has been adorned with film-themed posters and exclusive decorations, with brochures introducing the featured film content placed in seat pockets.

During the flight, the crew also hosted an interactive question-and-answer session, where they promoted some of the top films scheduled for release during the five-day May Day holiday which begins on Friday.

They also shared insights into the featured films, including the cultural and tourism resources of their shooting locations, giving passengers inside cinematic info and essential travel tips during their trip.

The immersive themed experience resonated well with passengers on the flight, who say they are now eager to check out some of the latest film releases.

“There are eight films recommended here, and I’m going to watch them when I get back. I’m keen to see Cold War 1994, because I’m a big fan of Aaron Kwok and the other cast members. I have been following the film all along,” said Wang Jianghai, a passenger on the flight, as he expressed his interest in the upcoming crime thriller set in Hong Kong.

The flight attendants involved say they enjoyed having their role extend beyond the standard service duties during this particular plane ride, as they led passengers on this cinematic voyage.

“Today, we are more than just flight attendants. We are more like guides for this movie-themed journey. At 10,000 meters in the air, we get to plant a seed in our passengers’ hearts that will make them want to take a trip or go watch that film. We want this to be the start of a beautiful memory for them,” said Zhu Yanyan, the flight’s chief attendant.

The launch of the themed flight comes as China braces for a surge in travel and cultural consumption during the May Day holiday. By integrating cinematic content with air travel scenarios, the campaign seeks to build a seamless link between the film and cultural tourism sectors, unlocking new growth momentum for both industries.