The ODM office in Zhuhai, China, will be closed from Thursday, October 1st to Wednesday, October 7th to observe the China’s National Holiday. We will be back on Thursday, October 8th. Our office in Vietnam is open for your inquiries and requests.
The China Golden Week holiday brings travel, family outings, shopping, and celebrations into one busy week. For businesses, it can be a useful moment to reach people where they are already spending time: hotels, attractions, shopping centers, restaurants, and transport hubs. The best campaigns offer something relevant to that experience, rather than relying on a holiday slogan alone.
This guide covers the facts behind Golden Week, ways businesses can promote their brands during the holiday, and promotional product and display ideas from ODM. It also explains what to consider when ordering for next year’s campaign.
What Is China’s Golden Week? Key Facts
Here are the key facts about Golden Week in 2026.
1. Golden Week celebrates China’s National Day
National Day falls on October 1 and commemorates the founding of the People’s Republic of China in 1949. The public holiday extends beyond the day itself, giving people a longer break. The 2026 National Day holiday runs from Thursday, October 1 through Wednesday, October 7.
2. Mid-Autumn Festival is a different holiday
People often mention these holidays together, which can cause confusion. In 2025, the two formed an eight-day combined break. In 2026, Mid-Autumn Festival was September 25–27, followed separately by the October 1–7 National Day holiday. Their relationship changes from year to year, so last year’s campaign calendar is not a reliable guide for the next one.
3. Travel is a defining part of the week
Families and friends use the extended break for domestic trips and other activities. In 2026, China’s Ministry of Culture and Tourism announced a campaign spanning late September through October, with cultural and tourism events planned across the country. The campaign links travel with entertainment, dining, sports, and other experiences.
4. Travel and experiences shape the week
China announced a tourism and cultural spending campaign running from late September through October 2026, with events and promotions nationwide. The government’s announcement links travel with dining, entertainment, culture, and sports. For brands, those activities point to possible places and moments to engage customers.
5. The holiday also affects sourcing schedules
Factory, inspection, and freight availability can differ by company and route. The official seven-day break tells you when the public holiday falls; it does not tell you whether a specific order has been approved, inspected, or booked for shipment.
What Are the Potential Impacts for Businesses?
China is one of the biggest suppliers of all products in the world. Thus, all businesses that import their products to the country will be affected during the season.
Aside from the import industry, exports might also encounter problems. Listed below are some potential impacts of the China Golden Week Holiday.
| Product Shipment |
|---|
| The month of August signals the start of peak season for global freight shipping. This means that more local and international shipments should be expected due to the upcoming China National Day celebration.
Chinese Golden Week Holiday causes importers to rush production and send supplies earlier, thus leaving them cramming. They target to ship their supply a few weeks before the celebration to lessen the hustle in the freight space. However, during this season, product shipment is already tight. Moreover, some of the supplies are subject to use during the celebration. Having said that, it is very certain that there will be a price hike for both ocean and air freight. Moreover, trucking services would also tend to get higher demand resulting in a price increase. |
| Supply Chain |
|---|
| Another challenge during this season is the China factories’ shutdown. If you are a business that has been outsourcing to China for over a year, you must already be familiar with how factories operate during this holiday.
However, if you are new to China manufacturing, you should be aware of factory operational schedules. If you are planning to use certain products for the holiday promotion, then all must be coordinated well with your manufacturers, and or factories. Having your product not set on time might cause changes to your marketing plan. |
How Can Businesses Promote Their Brands During Golden Week?
Despite the potential hustle the Chinese Golden Week holiday could bring, businesses can actually benefit from this celebration if they manage to plan ahead of time. It would be no surprise for streets and vacation facilities to be filled with people.
It is very timely for businesses in the hospitality industry to roll out their marketing plan during this season. As large crowds are expected, hotels would certainly be jam-packed with tourists. Moreover, malls would be filled with local and foreign shoppers.
1. Meet travelers with a useful gift
Hotels, resorts, airlines, and destinations can offer an item guests will use during the trip. A luggage tag, compact travel pouch, or reusable bottle gives the brand a role in the journey. A destination illustration or subtle local detail can make the item feel more like a keepsake than a standard giveaway.
Campaign idea: Give guests a small travel organizer at check-in, with a card highlighting local experiences. Keep the branding visible but secondary to the usefulness of the gift.
2. Turn a retail purchase into a holiday reward
A gift with purchase can make a seasonal offer more appealing when shoppers are comparing options. Choose a reward connected to the product or the trip ahead. A beauty brand might pair travel-sized products with a reusable pouch; a beverage brand might offer a carry bag for a family outing. State the purchase threshold and redemption terms clearly on the display.
Campaign idea: Offer a limited-edition pouch with a qualifying purchase, then show the gift beside the qualifying products so shoppers understand the offer immediately.
3. Make the promotion visible in a busy store
A holiday offer can disappear on a crowded shelf. A counter unit works for smaller items and quick decisions; a floor-standing display can group products with a gift. The headline should communicate the offer at a glance, with consistent branding between the display, gift, and packaging.
Campaign idea: Build a destination-themed display with a clear “buy and receive” message and a sample of the gift at eye level. Check store permissions, footprint, restocking needs, and installation rules before developing the structure.
4. Create a reason to participate
An interactive element can bring people into a campaign without requiring a costly installation. A collectible series, a simple photo moment, or a destination-inspired gift can encourage participation. Tie the activity to a clear brand objective, such as trial, repeat visits, or purchase, and make sure staff can run it during a busy holiday period.
Campaign idea: Offer a small series of city-themed souvenirs through a retail or hospitality promotion. Give each design a distinct look while keeping the collection recognizably part of the same brand.
Promotional Products and Display Ideas From ODM
A foldable suitcase is a revolutionary travel essential that offers unmatched convenience and portability. Crafted with the discerning traveler in mind, this bespoke suitcase design presents a compelling solution for those seeking both practicality and style
With a built-in tag for personalization, adjustable luggage straps allow users to fit them on their luggage. On the other hand, the custom tag helps users to identify their luggage easily.
A branded usherette tray is a wearable serving or display unit supported by shoulder or neck straps. It allows promotional staff to move through a venue while carrying products in an organized, highly visible manner.
A vending machine backpack turns a brand ambassador into a moving product display. Its clear front shows the merchandise, while separate compartments and vending-inspired graphics invite people to take a closer look.
Ordering Promotional Products for Next Year’s Golden Week
Planning note: The advice below is for a future campaign. Golden Week 2026 begins this week, so a new custom item or display should not be assumed ready for this year’s promotion.
1. Set the in-market date first. Identify when the products and displays must be in stores, hotels, or event venues. Allow time for local distribution and setup before customers arrive.
2. Choose the campaign mechanic and channel. A hotel welcome gift, retail gift with purchase, and outdoor activation need different products, packaging, and distribution plans.
3. Build a brief around real use. Include the audience, product function, quantity, budget, artwork, branding rules, destination, and any packaging or display requirements. If several items form a set, develop them together.
4. Allow time for samples and approval. Check materials, dimensions, color, construction, and the final branded sample. A new mould or complex display takes more development than branding an existing product.
5. Check retail and destination requirements. Confirm display footprint, installation rules, product claims, labeling, and any permissions for sampling or roaming staff in the intended venue.
6. Book quality checks and delivery against the real timeline. Ask when production will finish, when QC can happen, and when goods can be handed to a forwarder. Confirm the next year’s official holiday dates and each partner’s working schedule when they are available.
ODM’s APAC public holidays planning guide can help teams account for other breaks that may fall within a campaign schedule.
Stay Updated With China Holidays
Several major holidays in China can affect production and shipping schedules. Keep these dates in mind when planning your supply chain.
February – Lunar New Year
September – Mid-Autumn Festival
Get in touch with ODM
ODM, together with our design agency based in Vietnam, Mindsparkz, ensures that we are always ahead of the game to guarantee that you will get new and innovative products for your marketing campaigns, advertising needs, and promotions.
We are one of the country’s leading sourcing companies, providing streamlined services including manufacturing custom promotional giveaways and seasonal promotional products.
During this big holiday in China, our team in Vietnam is still here to answer any of your inquiries. If you have any important requests, feel free to contact us by e-mail at info@theodmgroup.com.
Here at ODM, we are committed to providing high-quality services to businesses in all seasons.
The Golden Week Holiday in China is a peak time for tourism as local people and tourists travel to and from the country to celebrate the fascinating holiday period.
If you’re a business looking for an excellent way to promote or give back to your customers and clients during this time, you might love to check out our top picks of tourism merchandise ideas!
You can also explore our promotional product ideas, specifically designed for various industries.
FAQs About China Golden Week
Planning around Golden Week can feel tricky, especially if you’re managing overseas production for the first time. Here are answers to some of the most common questions importers ask:
How early should we order promotional products for next year’s Golden Week?
Start with the date the items must be in stores or venues, then request a project timeline covering samples, approvals, production, QC, freight, and local distribution. An existing item with simple branding and a custom-developed gift or display will have different lead times; confirm the schedule before committing to a campaign launch.
Which promotional gift works best for a Golden Week retail campaign?
Choose the gift around your shoppers and the purchase you want to encourage. Travel pouches and luggage accessories suit a trip-related offer; a reusable bag or collectible may work better for a supermarket or destination campaign. Check the target quantity, unit cost, and how shoppers will redeem the gift before finalizing the item.
Why is Golden Week relevant to brands?
It brings travel, shopping, dining, and cultural activities into a concentrated period. Brands can develop a relevant retail promotion, guest experience, or practical travel gift for the audience they want to reach.
What display format should a retailer use?
It depends on space, stock, and the offer. A countertop unit suits a compact promotion; a floor-standing POS display can hold more products and make a gift with purchase visible from farther away.
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