Spectacular fireworks light up the evening sky in Fuzhou. [Photo/fjsen.com]

The opening ceremony of the Tmall Double11 Global Carnival Season took place in Fuzhou, capital of East China's Fujian province, on Oct 21, with a dazzling fireworks and drone show combined with interactive live broadcasting, a first in the event's history.

Celebrating its 16th year, the "Double 11" promotion has grown into the world's largest shopping festival, drawing millions of consumers annually for its discounts and shopping.

According to staff from Tmall's marketing department, with a focus on innovation and consumer engagements, this year's opening ceremony aimed to create a festive atmosphere for all, emphasizing quality shopping and great deals. What's more, the festival this year is being especially choreographed to offer even more memorable experiences.

To top it off, the investments for this year's "Double 11" shopping festival are estimated to be at a record high, indicating the festival's continued growth.

The Fuzhou e-commerce month will commence on Nov 8, featuring collaborations with Taobao and Tmall to showcase Fuzhou brands and products in a special zone in the platforms.

There also had a special drone and fireworks display during the opening ceremony, which set the stage for a month-long celebration of Fuzhou's offerings.