The 34th Beijing International Yanjing Beer Culture Festival (stock photo) 

Get ready for the ultimate summer celebration! The 35th Beijing International Yanjing Beer Culture Festival will be held from July 10 to 19 at the Capital International Exhibition & Convention Center, offering 10 days of food, entertainment, and festive fun.

This year's beer festival adopts a "1+15+235" venue model. The "1" refers to the main venue at the Capital International Exhibition & Convention Center; "15" stands for sub-venues hosting beer festivals both inside and outside Beijing; and "235" represents 235 Yanjing Beer Gardens nationwide. Under the theme of "Beer+", the main venue will combine food, dance, music, sports, amusement activities, and markets to create an immersive experience for visitors of all ages.

The festival will introduce a range of new highlights. For the first time, it will launch a "Beer Exchange" gameplay, where real-time stock market simulations and limited-quantity competitive bidding will turn beer purchases into an interactive game. It has also entered into a comprehensive digital partnership with Alipay, enabling a seamless digital experience covering admission, promotion, transactions, and on-site interactions. In addition, four limited-edition products will make their debut. A series of upgraded performances will feature rock, jazz, folk, and easy-listening music throughout the day for a nonstop entertainment lineup.

This year's festival has been comprehensively upgraded in terms of its venues, performances, competitions, and interactive experiences. A unique combination of an outdoor open-air beer garden and indoor constant temperature spaces will cater to different visitor preferences. Four themed food zones will showcase international snacks, regional Chinese specialties, China's time-honored brands, and local intangible cultural heritage delicacies from Shunyi District. Visitors can also explore a trendy food zone and a football-themed IP pop-up store, and purchase exclusive gift boxes created specially for this festival.

The event will also feature 13 curated lifestyle brands, while BAIC and Li Auto will create automotive-themed leisure and photo spots for visitors. A dedicated Beijing–Inner Mongolia collaboration zone will bring together nearly 10 themed booths featuring intangible cultural heritage crafts, grassland specialties, and Inner Mongolian cuisine. Daily themed performances will be complemented by the ShunBA (顺BA) Basketball Tournament and an immersive interactive experience offered by on-site staff. 

To help visitors make the most of the festival, four specially designed travel routes will be launched, including two themed one-day tours and two in-depth two-day tours, offering them a thrilling summer carnival.

See you at the Capital International Exhibition & Convention Center!

(Source: Beijing Fabu)