The season, first held in 2013, started on July 6 and is organized by the local authorities to encourage those in the city to take part in cultural events and enrich their leisure time. The activities will last until October.

The campaign this year aims to boost new business patterns and upgrade the service and quality of the culture industry. A special emphasis will be placed on boosting consumption and easing the burden on companies amid the recent COVID-19 resurgence.

A total fund of 50 million yuan ($7.4 million) will be provided to benefit the market players and consumers. While the former can enjoy subsidies, the latter can use discounts when purchasing items.

"Our focus includes attracting visitors to cultural venues, transforming and upgrading culture consumption, and boosting the confidence of the culture market," says Zhao Enguo, deputy director of the State-owned Cultural Assets Administration Center of Beijing Municipality, one of the organizers.