Four Beijing bookstores roll out themed cultural events for National Day holiday

According to People’s Daily Online, four major book outlets run by Beijing Distribution Group have jointly unveiled a series of cultural programmes under the theme “Full Moon and Fragrant Books, Home and Nation in Celebration” ahead of China’s National Day break.

Launched on 29 September 2026, the initiative adopts an innovative “books‑plus‑space‑plus‑digital‑intelligence” framework, combining unified festive styling, custom‑built venue settings and varied interactive sessions to deliver culturally‑rich, trendy and affordable city‑wide reading experiences.

Each outlet has developed distinct themed zones to serve different visitor groups. Beijing Book Building hosts a large‑scale National Day exhibition mixing traditional heritage, red‑themed content and advances in science and technology, forming an integrated venue for reading and consumption. Positioned within a busy tourist district, Wangfujing Bookstore targets travelling visitors and families with curated displays, intangible‑cultural‑heritage handicraft workshops and pop‑up performances. 

It will open one hour earlier on 1 October, welcoming crowds after flag‑raising ceremonies at Tiananmen Square. Zhongguancun Book Centre focuses on young adults and innovation trends, putting on a “Strong Nation through Science and Technology” book exhibition and dedicated reading lists highlighting scientists’ spirits for holiday‑time self‑improvement. Yayuncun Bookstore caters for younger children, creating a picture‑book‑themed area within its “Rainbow Bridge Reading Lounge” to support children’s reading development.

Beijing Book Building is also running two cross‑sector pop‑up campaigns. Between 25 September and 7 October, it partners with China Post for “Landscape in Miniature Stamps”. Selected stamp collections and cultural gifts featuring revolutionary history and the Long March are on show, alongside custom‑printed commemorative postmarks for on‑site posting services. Starting from 1 October, a tech‑branded pop‑up “Books Meet AI” opens to the public. Five distinct zones cover smart companionship, smart daily‑life gadgets, tech toys, parent‑child innovation workshops and photo opportunities, with both free‑of‑charge trials and paid specialist classes available for visitors of all ages.

During the week‑long holiday, interactive programmes keep running across all four premises. Wangfujing Bookstore presents “China within Books”, a family‑oriented exhibition showcasing intangible‑cultural‑heritage crafts including Chinese knot‑tying, seal‑carving and fabric sculpture. It also organises red‑themed recitals and picture‑book sessions with combined‑entry tickets, linking hands‑on experience, reading and retail spending. A children’s patriotic painting and calligraphy exhibition runs at the same location, incorporating traditional Chinese writing ceremonies, art displays, Chinese character‑culture briefings and reading promotion activities.

Concessions and recreational activities form a core component of the whole programme. Visitors joining a stamp‑collecting trail across the four stores can gather five themed seals, or share positive reviews on social‑media platforms, to receive discount vouchers for book purchases. Membership benefits apply from 28 September to 7 October, where both new and existing members qualify for a £14‑equivalent rebate once their spending hits 158‑yuan threshold. These offers bring tangible price reductions for book buyers.