On May 16th and 17th, the Heineken Silver·2026 Chengdu Strawberry Music Festival took place at the Chengdu Open-Air Music Park. On the first day alone, the event drew 28,000 music fans to Jinniu District, lighting up the night sky of Rongcheng (the Hibiscus City - Chengdu) with their singing and cheers.

At the Festival

This year's Strawberry Music Festival is a flagship initiative by Jinniu District to build the 'Phoenix Music City' music industry brand and enrich the city's consumer landscape. Centered on the 'Music + Culture & Tourism + New Consumption' model, the festival brought together 28 renowned musical artists, deeply integrating live music with urban lifestyle. The result is a comprehensive cultural tourism experience that offers artistic depth, youthful energy, and the distinctive warmth of the host city to music lovers from across the country.

At the Festival

Themed Exhibition Zone

Beyond the captivating music, the diverse consumption scenarios proved equally popular. On-site, the 'Phoenix Music City' themed zone was bustling with energy, seamlessly connecting a trendy marketplace, cultural and creative crafts, interactive game areas, and a food zone. This setup precisely aligned the festival crowd with urban commerce and the consumption demands of young attendees. Fans could listen to music while browsing market stalls, savoring snacks, and taking photos — achieving a one-stop experience of live performances, games, shopping, and dining. With the deep integration of folk culture, trendy consumption, and live interaction, the festival broke away from the traditional ‘leave once the show ends’ model, transforming the live music site into a social hub for the city’s youth.

At the Festival

This collaboration between 'Phoenix Music City' and the Strawberry Music Festival exemplifies another vivid practice by Jinniu District in promoting the integration of culture, commerce, sports, and tourism, as well as developing the 'ticket stub economy'. By teaming up with leading record labels such as Modern Sky, the district has transformed the music festival into an integrated grand event that blends performances, markets, cultural and creative goods, and food — a true fusion of culture, commerce, tourism, and sports.