The 9th Beijing Wangfujing International Brand Festival officially opened in Beijing on Wednesday. Running through late October, the festival will feature a series of cultural and tourism events in the bustling Wangfujing shopping area. 

One of the highlights during the festival was the launch of the Inbound Consumer and Payment Convenience Co-Creation Initiative. This initiative, led by WeChat Pay and Wangfujing Group, aims to improve payment convenience for international visitors. The project will initially be rolled out in 18 key shopping centers in Beijing, including Wangfujing Department Store, Joy City, and Dong'an Market. Enhancements will include diversified payment options, the establishment of rapid feedback channels, and promotional discounts to create a seamless shopping experience for inbound visitors in the Chinese capital.

During the festival, a VR interactive exhibition will debut on Wangfujing Street. The exhibition offers visitors a fully immersive experience of Beijing's Central Axis, featuring a 1:1 scale, high-resolution 3D virtual simulation. Using cutting-edge 3D modeling and VR technology, the exhibition will showcase the rich history and modern splendor of iconic sites such as the Forbidden City, Bell and Drum Towers, and Tiananmen Gate. Visitors can explore these landmarks with VR headsets, taking a bird's-eye view of their grandeur.

In addition, a cultural exhibition will be held to present the culture and traditions of Spain and Portugal. The event will promote nearly 30 brands, including home goods, tableware, food, beverages, and sports products - many of which are entering the Chinese market for the first time.