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They are at time.com/newsletters and are separate from a paid subscription.  _This content was paid for and prepared by China Daily, an official publication of the People's Republic of China. The TIME editorial and advertising departments were not involved in the creation of this content._ Growers promote pears during a livestreaming session at an orchard in Dangshan, Anhui province, on Sept. 13\. CUI MENG / XINHUA By ZHAO YIMENG On a Sunday morning in late September, at a sprawling farm in Zhuozhou in Hebei province, several children gathered around tables to solve the “egg shell puzzle” and take the “egg protection challenge” while their parents chatted with farmers and industry representatives. This was the 2025 Egg Promotion Fair, part of the nationwide Golden Autumn Consumption Season tied to the Chinese Farmers’ Harvest Festival. With 70 booths bringing together enterprises, farmers and consumers from across the country, the event turned a common staple — the humble egg — into a connection between rural and urban life. Exhibitors at the fair ranged from major producers such as Beijing Deqingyuan to small cooperatives. They presented goods from fresh eggs and seasoned products, including marinated eggs and egg yolk pastries, to powdered egg protein and even delicate handicrafts made from egg shells. “Eggs are more than just a daily food,” said Yan Kuiyou, chief expert with the National Animal Husbandry Service. “They are vital to food security, a cost-effective source of protein, and a key to farmers’ livelihoods.” Yan said consumer demand for eggs is moving beyond basic protein supplementation toward more precise nutritional goals. “With consumption trends shifting toward healthier, traceable and more diverse products, this sector has huge potential,” he said. Wu Shugeng, head of the Chinese Academy of Agricultural Sciences’ expert team on eggs and the event organizer, said the fair aimed to develop direct connections between suppliers and consumers. Visitors could tour the farm to see the full cycle of production, from feed processing to the making of organic fertilizer. “Eggs are a perfect entry point to promote agricultural consumption. They are found on every family’s table,” Wu said. “Celebrating harvest is not only about abundance but about building bridges between science and tradition, the countryside and cities, farmers and consumers.” From colorful rural fairs to bustling livestreaming studios, the Golden Autumn Consumption Season has turned the nation’s harvest into a feast for both farmers and consumers. Launched alongside the Chinese Farmers’ Harvest Festival several years ago, the autumn consumption season is now one of its signature events. “Agricultural products should not only be grown well, but also sold well, with good returns for farmers,” said Lei Liugong, head of the festival’s organizing office. Several sectors have joined over the years to promote consumption in diverse forms, attracting urban residents to the countryside and smoothening the flow between rural supply and urban demand, said Lei, who is also head of the market and information department at the Ministry of Agriculture and Rural Affairs. According to the ministry, the event has so far generated more than 130 billion yuan ($18.3 billion) in cumulative agricultural sales and has become the festival highlight known for its strong “holiday flavor, popularity and vibrant consumption.” Running from September to November, the event now links farm produce with cultural and tourism resources, encouraging not only “buying” but also “seeing, playing, learning and creating.” The goal is to bring people to the countryside and vitalize the rural consumption market, Lei said. In Hangzhou, a hub of e-commerce and livestreaming industries in Zhejiang province, the autumn harvest festival opened on Sept. 5\. Local residents sampled new agricultural products and engaged in rural cultural experiences. At one booth, Zhao Jiahui from the Xiaoshan Gift Supply and Marketing Co. presented a mooncake filled with traditional radish pickle. “It sounds unusual, but once people tried it, they found the flavor surprisingly good,” Zhao said. Many cities, including Tianjin, Shenyang in Liaoning province, Wuhan in Hubei province, Guangzhou in Guangdong province, Chengdu in Sichuan province and Lanzhou in Gansu province have pledged to integrate resources in finance, technology and talent to host celebrations that combine the Farmers’ Harvest Festival with the Mid-Autumn Festival and the National Day holiday in October. From stalls selling traditional snacks to cultural tours of villages, the activities are designed to ensure both rural and urban residents share the joy of harvest and prosperity. The consumption season is not limited to buying and selling though. Online and offline events are adding flavor to the festival. Visitors can enjoy rural stays, countryside food tours, handicraft workshops and entertainment alongside shopping, Lei said. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/branded-content/china-daily/harvest-festival-becomes-a-feast-for-farmers-and-consumers/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/branded-content/china-daily/harvest-festival-becomes-a-feast-for-farmers-and-consumers/"},"headline":"Harvest festival becomes a feast for farmers and consumers","datePublished":"2026-06-18T14:28:46.448Z","dateModified":"2026-06-09T07:28:05.152Z","description":"","url":"https://time.com/branded-content/china-daily/harvest-festival-becomes-a-feast-for-farmers-and-consumers/","keywords":[],"thumbnailUrl":"","author":[],"articleSection":"Paid Content","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/branded-content/china-daily/harvest-festival-becomes-a-feast-for-farmers-and-consumers/","name":"Harvest festival becomes a feast for farmers and consumers"}}]}] ```