Luoyang has rolled out a summer culture and tourism coupon program that treats hanfu experience as a standard travel expense. The subsidies run from July 1 to August 30, 2026, and are distributed in nine weekly rounds.
The coupons cover six sectors: dining, retail, accommodation, movie screenings, hanfu experience, and cultural creative products. All residents and visitors in Luoyang can take part. Distribution is handled through the Douyin platform, where users search for the Luoyang coupon event, complete any eligible purchase, and then enter a draw for a general discount voucher.
Each voucher gives a flat 20 percent discount across four tiers: 10 yuan off a 50 yuan purchase, 20 yuan off 100 yuan, 40 yuan off 200 yuan, and 60 yuan off 300 yuan. The coupons can be stacked with merchant and platform discounts. Once claimed, a voucher is valid for seven days, except for the final round, which expires on August 30.
The first round opened at 10 a.m. on July 1. Subsequent rounds begin every seven days, with the last round shortened to five days. If a round’s budget is exhausted before the next release, no more vouchers are issued until the following round. Users who receive a full refund while the coupon is still valid will have the coupon returned to their account; partial refunds will be adjusted proportionally.
Industry analysts quoted by Securities Daily said the design is notable for targeting narrow cultural categories such as hanfu, cultural creative goods, and low-altitude tourism rather than issuing generic travel vouchers. By linking coupons to digital platforms, the program also makes spending patterns easier to track and adjust. The analysts added that pairing government subsidies with platform traffic and merchant discounts creates a multiplier effect that smaller studios benefit from most.
For Luoyang, where hanfu photography and dynasty-themed streets are already major draws, adding hanfu experience to the coupon list confirms the activity’s place in the city’s mainstream tourism economy. The subsidy should help smaller hanfu rental and styling studios reach visitors who might otherwise skip the experience because of cost.
Major attractions such as the Longmen Grottoes, Luoyi Ancient City, and the Peony Festival grounds have all helped build the city’s reputation as a place where wearing traditional dress feels natural. The coupon program extends that identity into the summer travel season, giving tourists a financial nudge to book a hanfu styling session after they visit the sites.