Gluttony is the watchword for the Year of the Pig, as growing wealth turns the traditional Lunar New Year's eve dinner into an expensive celebration.
With time off and money to spare, the mainland's urban residents will be spending more on food, entertainment, travel and consumer goods over the week-long holiday.
In Shanghai, restaurants have been booked weeks in advance for New Year dinners, despite charging thousands of yuan.
What used to be a home-cooked meal with items rarely seen at other times has become a competition between restaurants to serve the most elaborate dishes with flowery names.
Some Shanghai families even plan to forgo restaurants and bring a personal chef into their homes to cook the traditional meal.
'Now people have higher incomes and they want something different,' said a sales manager for the Shanghai Home Banquet Company. 'What we offer is a private chef who can not only cook great food but also provide professional service. Many customers say eating with a chef cooking beside you is special and more comfortable than eating in a crowded restaurant.'