Moscow (People's Daily) - GUM, Moscow’s most renowned department store in the Kitai-gorod part of Moscow facing Red Square, has turned into a "Chinese Theme store" during the Spring Festival, or Chinese Lunar New Year. 

The decorations reflect Chinese characteristics. (Photos: Wu Yan)

The event kicked off on February 8 and will go run for 20 days. GUM wants to take the opportunity to give customers a taste of Chinese culture charm by creating the atmosphere of the festival, its general manager told People's Daily.

Customers stop in front of a Chinese painting.

The central fountain and gallery showcase Chinese culture and food. The decorations reflecting Chinese and Russian characteristics hang in the air. The store even invited Chinese folk custom artists to demonstrate a tea ceremony, sugar painting and paper cutting. 

GUM will also stage "China Film Week" events.

A Chinese vendor promotes his products to customers.