As the 2026 season of the Jiangsu amateur football league gathers momentum across the province, Huaian has seized the wave to build a people's cultural market, blending the passion of the pitch with the everyday warmth of the streets to create an immersive "watch the match, stroll the market" consumption scene.
Backed by strong digital capabilities, the Huaian Citizen Card digital culture and tourism consumption platform went into full operation. Using electronic consumption vouchers as a lever, it precisely empowered market operations, turning match-day enthusiasm into spending momentum and giving Huaian residents a more convenient consumption experience.
The Football Wave Sweeps Huaian as the Cultural Market Draws Crowds
The 2026 season has been fully upgraded: 91 matches span the May Day, Dragon Boat, Mid-Autumn and National Day holidays, with fixtures every Saturday, giving fans a continuous feast. In the opener, Changzhou beat last season's runner-up Nantong 3-0; in the second round, Suqian beat Nanjing 2-0. Memorable moments inside and outside the stadium and viral catchphrases kept the league's popularity climbing.
Riding this wave, Huaian's people's cultural market drew huge crowds. Fans could stroll the market between matches and experience local Huaian life.
Precise Digital Vouchers Upgrade the Consumption Experience
On site, the Huaian Citizen Card digital platform focused on convenient consumption, focusing on two core functions: intelligent issuance of electronic vouchers and fast redemption. Vouchers were distributed online with one tap and available to all; residents claimed them through a mini programme, effectively boosting footfall and spending. Redemption was scan-and-go with instant deduction: scanning the platform's dedicated QR code completed the automatic discount, making the experience smoother.
The event was a successful practice of the "sports plus tourism" integration scenario. By focusing on the core advantages of electronic vouchers — easy issuance and efficient redemption — it injected digital vitality into the people's cultural market and converted match-day enthusiasm into consumption momentum, bringing real benefits to residents and merchants.
Going forward, Huaian Citizen Card will continue to optimise its digital tourism platform, focus on everyday consumption needs, deepen its presence across tourism consumption scenarios, use digital technology to upgrade the culture and tourism industry, and bring smart services into the fabric of city life for the benefit of more residents.