One event ticket becomes a passport for discounts at cinemas, cafes, shops, and equestrian tournaments

Shanghai is seeing record consumer activity during the May holidays thanks to the "ticket economy" phenomenon, where a single event pass provides access to a wide range of city-wide discounts and bonuses — from coffee shops to bookstores and pet grooming services, as reported by CCTV+.

The concept allows tickets for cultural events, sports matches, or transport services to be used for obtaining discounts, points, and other benefits on subsequent purchases. The model has proven particularly fruitful during the first four days of the five-day May holidays, which began on Friday.

China's film industry has already grossed over 600 million yuan (approximately $83 million) during this period. According to Li Yingying, branch manager of Hoyts Cinema in Shanghai, popular promotions such as the "Film + Coffee" package at the Shanghai International Coffee Culture Festival link movie trips with offline store purchases. More than 70 commercial partners are turning a simple screening into a comprehensive experience.

The model extends far beyond cinemas. A ticket to the Shanghai Longines Global Champions Tour 2026 equestrian event gives each ticket holder a 60-yuan shopping voucher at designated stores. Russian visitor Valeri praised the organization, while Italian veterinarian Marco Pepe, who attended the tournament before, noted that there are significantly more spectators than last year.

At the Shanghai International Flower Exhibition in the historic Sinan Mansions area, admission is free. As Fan Meichen, Deputy General Manager of Sinan Mansions, explained, around 100 stalls offer food, crafts, and art during the holidays, along with daily free musical performances. At Sinan Books, there is a 40% discount on English-language publications.

Concert venues are also offering shopping bonuses. A ticket to the dance production "Carmen" may provide online discounts for pet grooming services. As Zhang Chunxia, Executive Deputy General Manager of Shanghai Central Theatre JUCE, explained, uploading the ticket stub online opens access to future discounts, extending the customer's stay in the city and turning one ticket into a portal to a wider consumer experience.

Foreign tourists are eagerly taking advantage of these offers. Egyptian influencer Jimmy, who visited the Bund, called Shanghai an amazing place where there is always something new each time. "We are fans of China!" he added.