Spring Sugar Life Season Is Coming! Raise Your Glass to Spring!

Spring breezes whisper: it’s time to step out and toast to life!

"Cheers, Chengdu!" 2025 Spring Sugar Life Season kicks off on March 20th! Dive into a 4-day spring extravaganza at Jiaozi Avenue &UFun Square, where 150+ global brands across three themes – Trendy Drinks, Global Eats & Craft Beer – await with 10,000+ exclusive gifts!

As Chief Partner of the 112th Spring Sugar Fair & 2025 Spring Sugar Season, China Resources Beer ignites the city’s passion with its "Spring Tipsy Plan" featuring Jinsha Liquor’s Zhaiyao Baijiu and Snow Beer. Chengdu, let’s raise a glass to spring!

Your Invitation Awaits!

I. 150+ GLOBAL BRANDS: Sip, Savour& Celebrate!

 TRENDY DRINKS SEASON — CLINK GLASSES, SPARK IDEAS!
From dawn coffee to midnight mixology, discover creativity in every cup!

• Coffee Oasis: Escape the office fatigue! Sip brews     from Wild Pigeon, Treehaus, Hidden Rooster & more to     spring melodies.

• Luxe Indulgence: Hennessy FaFa Cart meets century-old Italian     patisserie COVA. Snap with Hennessy’s AR filter →     unlock a COVA x Hennessy V.S.O.P coffee cocktail voucher!

• Tea Renaissance: Jasmine White, Li Shanshan & more     reinterpret local flavors with Eastern aesthetics.

• Brand Pop-ups: Chief Partners Snow Beer & Zhaiyao     Baijiu, plus Zhong Tang, Zhen Nong, U Shine, Yeyo, smart &     more host interactive booths!

Spotlight Moments

• Zhaiyao Baijiu: A literary feast! Watch mixologists & dancers blend     contemporary art with intangible cultural heritage "liquid     painting".

• Snow Beer: Scan     → follow → pose with Mars Green display → claim free     drinks! Unlock hidden surprises by scanning cans!

GLOBAL EATS SEASON — FLAVORS OF THE WORLD, ONE STREET!
Co-presented with Douyin Lifestyle Food Festival & ambassador Zhang Hanyun. Prove you’re a true Chengdu foodie!

• World on a Plate: Authentic US burgers (Pallet), viral pizza (Pizza     Corner), Thai Gov-certified Niki Thai, French art desserts     (TIENSTIENS), Spanish ham (NIANHUA)...

• Local Legends: Viral cakes (Imprint Mountain, Mousse Mountain),     hotpot stalls (Old Ma Za, Luo Er), sushi star (Black Eye Bear),     Guizhou’s famed Dan’s Crispy Duck – zero queues,     pure bliss!

• Fine Dining, No Fuss: Savor signature dishes from Black Pearl restaurants     (Yun·Lu Hui Tianfu, Silver Pot) for under ¥100!

• Pop-up Chefs: 20 "Crossover Kitchen Masters" (fitness     gurus, models, influencers!) host exclusive tasting sessions.

 CRAFT BEER SEASON — HOPS, MALTS & GOOD VIBES!
Call your crew – it’s time to "drink ’til delighted" !

• Heineken® Cyber Hub: Neon lights + metallic art! Taste Heineken®     Silver’s smooth maltiness. Post futuristic selfies →     claim limited brews with surprise "easter eggs"!

• Craft Mecca: Monster Beer Pub, Black Raven (local heroes)     + NBeer (Beijing), Wild Days (Macau), Dào     Brewing (Southwest) & more!
      When global hops collide, a clink says it all!

II. SPRING ACTIVATION: JOY FOR EVERYONE!
Fresh Start Day / Clink Day / Mixology Day / Memory Day – each day bursts with themes!

• Move: Ice     hockey, pickleball, Zumba!

• Groove: Folk,     rap, DJ beats!

• Discover: Street     performers, Hanfu parades, impromptu art!

Unmissable Highlights

• "Shakespeare in the Park": Original musicals Hamlet & Lady     Macbeth transform the stage into open-air theatre!

• Spring Sugar Speakeasy: Championship mixologists craft 7 "Chengdu     Coolers" (Pǎěrduō Twist, Teacup Storm, Jiuyanqiao Sunset). Spot     the Fair’s mascot → win gifts!

• Beer Gauntlet Challenge: Find "Challenge Accepted" booths     → battle 1 vs 7 → claim rewards!

• Brew Talks: Chengdu Craft Beer Association VP Dabao +     brewmasters share trends & tips!

• Ne Zha Invasion: Bilibili’s million-follower artist "Sanca" debuts Ne     Zha-inspired paper sculptures. Raffle: win a custom     "Panda Paper Sculpture"!

• Exclusive Exhibit: Ne Zha 2 behind-the-scenes at Jiaozi     Bookstore (character designs, storyboards, director’s doodles!).

III. COLLECT STAMPS, WIN 10,000+ GIFTS!
Citywide Sugar Hunt (March 19th start):

• Explore 100+ lifestyle stores across     Chengdu → complete tasks → claim "Citywide Sugar Pack" at     the main venue (feat. Zhaiyao mini baijiu, Heineken® Silver & more!).

At the Venue:
Grab a Spring Sugar Passport! Collect stamps → unlock treats & merch while enjoying non-stop fun.

This March, Chengdu swirls with spring air and the aroma of fine drinks.
March 20-23 | Jiaozi Avenue &UFun Square (Outside)
Let’s stroll Chengdu’s streets, clink glasses with life, and make friends with the world!

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