Government officials and online media stars usually move in very different circles, but the two groups have formed an unlikely partnership in Shanxi province as the region in North China launches a new shopping festival on Sept 25 to foster local consumption.

Internet celebrities, or wanghong, exert an enormous influence over many shoppers in China, with top online stars such as Zhang Dayi reportedly earning more than A-list actress Fan Bingbing.

And Shanxi is hoping to draw on this star power to promote its three-month shopping festival, recruiting nine cyberstars to record videos recommending featured products in local supermarkets.

The young celebrities also joined officials from the Shanxi government at the launch of the festival on Sept 25, where they conducted live broadcasts and interacted with netizens via the festival's online platform.

E-commerce will play an important role in the festival, with many of the promotions, discounts and details of featured products being announced online by the online stars or business representatives. Shoppers will also be able to chat with the stars and officials directly via online platforms.

Sun Yuejin, director of Shanxi department of commerce, believes this innovative approach can provide the festival with a big boost. "We hope to benefit citizens, expand mass consumption and let the public know more about Shanxi brands through the widespread and immediate influence of the Internet media," he said.

Apart from the combination of live broadcasts and e-commerce, Shanxi authorities and companies will organize sales promotions of branded products, catering, and health care services to stimulate consumption during the three-month festival.

It's estimated that more than 10,000 companies will join in the event, offering some 100,000 types of products to shoppers in 600 themed activities.

Sun Yuejin, director of Shanxi department of commerce, makes a speech at the opening ceremony of the second Shanxi Shopping Festival on Sept 25. The festival will last for three months. [Photo/sx.xinhuanet.com]