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Source: People's Republic of China in Russian – People's Republic of China in Russian –
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Source: People's Republic of China – State Council News
YIWU, Zhejiang Province, Dec. 24 (Xinhua) — While shoppers around the world are still searching for last-minute gifts, the true pulse of the global Christmas economy is beating confidently in eastern China's Yiwu City, known as the "supermarket of the world."
Kuwaiti merchant Kamel Moumen exemplifies a dynamic and forward-thinking approach. From a wide selection of decorations, he carefully selects Santa Claus hats—not for this December, but for the next Christmas season. His advanced planning is the norm here: factories are already in full swing preparing for the upcoming holidays.
At the Yiwu Junhong Christmas costume and gift factory, owner Jiang Jiangping expects to release over 400 new items by next Christmas. "After October, we fully focus on developing designs for next year," said Jiang Jiangping, whose factory offers nearly 2,000 products. "We've already created over 200 custom designs for European clients."
As the world's largest Christmas production center, Yiwu produces approximately two-thirds of all holiday products worldwide, annually shipping over 20,000 different types of items to over 100 countries. Customs data indicate steady growth: exports in the first three quarters of 2025 reached 5.17 billion yuan (approximately $732.6 million), a 22.9 percent increase year-on-year.
This year, the boom began earlier than usual. Amid global trade uncertainty, foreign buyers stocked up early. Orders, which traditionally peaked in the summer, began this year as early as April. According to Yiwu Customs, exports in May alone showed a staggering increase—over 90 percent year-on-year. In June, exports totaled 890 million yuan, equivalent to half the amount for the first half of the year. In July, exports rose to 1.11 billion yuan, and in August, they approached 1.39 billion yuan.
This flexibility is driven by a robust regional industrial ecosystem. Zhejiang Province's integrated support system, combining flexible supply chains with political, logistical, and financial support, ensures reliable supplies of Yiwu products worldwide.
Innovation is the cornerstone of Yiwu's competitive advantage. At Yiwu Luochen Crafts, two dancing Santa Clauses, among the latest designs for next Christmas, dance to festive tunes.
“The price of these products is a third higher than traditional ones,” noted Director He Jun, adding that advances in AI and growing market demand are driving business innovation, particularly in terms of the ongoing development of interactive products.
He noted that creating a dancing Santa Claus typically requires collaboration with more than 20 supply chain partners, creating a robust industrial ecosystem that allows his company to release approximately 300 new designs annually.
Zhejiang Aoshan Crafts invests 30 percent of its annual profits into R&D. Robotic arms assemble a Christmas bauble in just two seconds, and new equipment has increased productivity by 20 percent.
At a Christmas decor store in Yiwu, street lights with artificial snowfall systems attract crowds of people eager to take photos. The company's director, Long Xijin, noted that the system was developed independently in 2022 and received a US patent in 2024, making Yiwu the exclusive source for such products in the American market.
Cai Qinliang, secretary general of the Yiwu Christmas Product Industry Association, believes that continuous product innovation and increased R&D investment have strengthened the industry's resilience to export challenges.
In an era of changing supply chains, Yiwu has cemented its role as more than just a purchasing hub. Local entrepreneurs say the world needs celebration, and celebration needs Yiwu. Yiwu has become essential infrastructure for the global holiday economy and trade itself, setting the pace of Christmas around the world for the year ahead.
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