A shopping festival aimed at boosting consumption kicks off in Hangzhou, Zhejiang province on Sept 12. [Photo/ezhejiang.gov.cn]

An annual autumn shopping festival aimed at stimulating consumption kicked off in Hangzhou, Zhejiang province on Sept 12.

The shopping festival, which will be held from September to November this year, is a mix of history and modernity. An exhibition of time-honored brands, with the participation of over 400 enterprises from nearly 30 provinces, municipalities and autonomous regions, showcases the innovation and cultural preservation of China's business sector. 5G technology will also be applied at the festival.

Snacks made by time-honored brands are for sale at the shopping festival in Hangzhou, Zhejiang province. [Photo/ezhejiang.gov.cn] 

The development of Zhejiang cuisine since the founding of the People's Republic of China seven decades ago is showcased to the public through an exhibition of distinctive dishes.

Models of typical Zhejiang dishes are on display during the shopping festival in Hangzhou, Zhejiang province. [Photo/ezhejiang.gov.cn] 

On the sidelines of the various exhibitions, the shopping festival will also include 700 promotion activities in the following two months. 

Zhu Congjiu, vice governor of Zhejiang province, said the event, which gathers merchants from across the nation, is aimed at creating a favorable atmosphere for consumption. 

"The provincial government has attached great importance to consumption growth and is advising on the implementation of policies and measures," said the official.