The 36th Qingdao International Beer Festival’s Qingdao Old Town venue (Shangjieli) will be held from July 17 to August 15, lasting 30 days. Under the themes "Qingdao, Ganbei (Cheers) with the World" and "100-Year-Old Zhongshan Road, 100-Year-Old Tsingtao — Citywalk Citydrink," the venue embraces the philosophy of "participation for all, coverage across the city, and interaction citywide." Rooted in the historical heritage of the old town, it will roll out a series of themed events that blend international vision with local flair, creating a summer festival that showcases the unique character of the historic district.
On the evening of July 17, the historic city center will transform into a walled-garden carnival without walls. The opening ceremony will break down traditional stage-audience boundaries, with multiple interactive photo-check-in zones inviting every citizen and visitor to become participants and co-creators of the celebration. Throughout the festival, the old town will take Zhongshan Road as its main axis, connecting areas including Haishishanmeng Square, Taiping Road, Huangdao Road, Taixing Lane, Sanjiang Lane, Pichaiyuan, and Sifang Road to create a "sip-as-you-stroll" mobile beer carnival that intertwines a century of commercial heritage with the living texture of Liyuan courtyard neighborhoods.
During the event, the historic district will offer daily surprises: the Municipal Cultural Center will host grassroots cultural flash mobs; the Youth League District Committee will launch "Youth Open Mic"; the District Federation of Literary and Art Circles will present themed calligraphy, painting, and photography exhibitions; the District Civil Affairs Bureau will introduce a romantic wedding market on Qufu Road; the District Education and Sports Bureau will launch the "Stroll the Old Town, Discover Its Heritage" series; the District Commerce Bureau will present the "Time-Honored Brand Carnival"; and the District Culture and Tourism Bureau, under the banner "Experience a Different Summer in Shinan," will curate 104 cultural tourism and consumption-promoting events, including the Shangjieli Youth Singing Festival, Liyuan Courtyard Stage, Bay Music Corner, and Seaside Film Festival, fully energizing the summer cultural tourism market.
With mountains meeting the sea, east and west join forces. In addition to the Old Town venue, Shinan District will simultaneously host the "City Lounge" Beer Garden special event at the southern section of the Olympic Golden Walkway in the Olympic Sailing Center area, creating an east-west synergy of "retro revelry in the old town and coastal toasting by the sea" for a citywide celebration.
The consumption experience has been comprehensively upgraded. The marquee "No.1 Legend Beer Garden" will be launched, integrating Tsingtao's century-old brand with the light-camping trend, featuring four functional zones: brand display, stage and check-in, cultural merchandise sales, and dining and leisure. Seven beer-drinking stations will be set up along Zhongshan Road, Shuichongzi, Haishishanmeng Square, and other locations. A 9.9-yuan "Sip While You Stroll" drink plan will be introduced, along with a customized Shangjieli Citywalk Citydrink map linking check-in spots, popular eateries, and hidden photo gems. The venue will also partner with distinctive brands and time-honored establishments to roll out co-branded products and themed pop-ups, fostering a symbiosis between traditional culture and trendy consumption. In the eastern area, the experience will blend beer tasting, food markets, and performing arts competitions, complemented by 30 themed performances as part of the Coastal Music Season, creating an immersive coastal leisure consumption scene.
Editor: Cao Sen/ Wang Yulin
