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

시간.： 2025/03/18 12:23 저자.： news

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Spring breezes whisper: its 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 thr

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!

夜晚城市街道与高楼大厦

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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!

Visit the official website of China Resources Beer for more information：

www.snowbeer.com.cn

Scan the QR code to follow the official account of "Snow Beer High-end Series"