As the Year of the Horse begins, Liuyang — known as the “Hometown of Chinese Fireworks” — is once again stepping into the global spotlight.
From more than 500 dazzling New Year’s fireworks shows across China to booming overseas orders, Liuyang fireworks are expanding globally through a three-pronged strategy: products, services, and brands. With innovation as its engine and culture as its soul, Liuyang is writing a story of Chinese romance across the world’s night skies.
In 2025, Liuyang’s fireworks industry surpassed 50 billion yuan (¥50.58 billion) in total output value. Exports accounted for over 70% of China’s national fireworks exports. The Middle East market surged by 321%, while Southeast Asia continued steady growth. Meanwhile, proprietary brands, eco-friendly technologies, and professional display services have all upgraded simultaneously.
From OEM manufacturing to global IP creation, Liuyang is transforming from the “world’s factory” into a global cultural brand.
Products Going Global
Innovation Opening New Blue Oceans
Despite industry pressures in 2025, Liuyang’s full industrial chain achieved steady growth. A total of 13,758 export containers were shipped, with Europe and the U.S. still accounting for more than 70% of exports. The Middle East has emerged as a new “blue ocean” market.
In Western markets, Liuyang has bid farewell to OEM dependency. On the streets of Los Angeles, fireworks labeled “RIAKEO” have become popular New Year purchases. Produced by Liuyang Hengtai Fireworks, the company has built overseas trademarks including RIAKEO, HAPPY FAMILY, and SKY PAINTER, launching nearly 1,000 differentiated products.
Across Southeast Asia and the Middle East, Liuyang enterprises are combining fireworks displays with cultural engagement. During New Year celebrations, Liuyang companies staged world-class fireworks shows in Abu Dhabi, while also entering local communities across Southeast Asia during Lunar New Year festivities.
Environmental innovation is also accelerating global competitiveness. Companies have developed sulfur-free composite reducing agents achieving zero sulfur dioxide emissions, while biodegradable materials are replacing traditional plastics in micro-fireworks products to meet international environmental standards.
Services Going Global
Professional Displays Lighting Up the World
Liuyang is no longer exporting only products — it is exporting professional display services.
On February 6 and 8, the night skies over Abu Dhabi and Ras Al Khaimah in the UAE were illuminated by Liuyang fireworks. Creative concepts such as “three-dimensional visual matrices,” layered rainbow cloud formations, and waterfall-style high-altitude fireworks, paired with immersive audiovisual experiences, brought Chinese New Year romance to international audiences.
During the Spring Festival holiday alone, 68 leading Liuyang display companies staged more than 500 fireworks shows across major Chinese cities and tourist destinations, setting new records in both frequency and contract value.
Companies are also pioneering “fireworks + tourism” integration. Large-scale cultural tourism fireworks projects, drone formations, and immersive performance systems have turned single shows into full-scale urban celebration events, boosting local hospitality and tourism consumption.
Brands Going Global
Exporting the “Sky Theater” Model
One firework lights up a city. One brand revitalizes an entire industry chain.
Liuyang is now exporting not only fireworks but also its original “Sky Theater” model — a new integrated fireworks + tourism commercial system.
On December 31, 2025, the Chongqing Sky Theater staged its first New Year’s Eve show, drawing over 70,000 visitors. Signature creative fireworks such as the “Tree of Life,” rainbow cloud formations, and immersive themed storytelling created a viral spectacle. Tickets sold out instantly, and surrounding hotels and restaurants were fully booked.
The “Sky Theater” model represents a transformation from traditional government-procurement fireworks orders to a market-oriented, tourism-integrated system. It integrates:
Creative R&D
Artistic direction
Marketing promotion
Ticketing operations
Commercial sponsorship
Full-chain independent operation
Liuyang Sky Theater has signed a 20-year agreement with Chongqing Changshou Lake Scenic Area to establish year-round performances, including flagship New Year shows, holiday specials, weekend boutique shows, and customized events.
After four years of development, Sky Theater has become one of China’s top fireworks IPs, attracting major brands such as Tencent, Huawei, Alibaba, Xiaomi, Coca-Cola, McDonald’s, and Tmall for customized commercial fireworks collaborations.
Looking ahead, Liuyang plans to replicate the Sky Theater model across key regions nationwide, moving beyond product export and service export toward brand export, standard export, and model export.
From illuminating cities to shaping global cultural experiences, Liuyang fireworks are becoming a shining cultural emblem of China on the world stage.
