Sponsored by JD Health, the Changhai sea fishing tournament starts August 12, with 48-hour live streaming, the 'Lucky Fish King' auction starting at 1 yuan, and millions of JD Beans up for grabs, plus seafood deals as low as 50% off.
The 2026 JD Health Cup Changhai Sea Fishing Elite Challenge will kick off on August 12 in Changhai, Dalian, Liaoning. As the exclusive title sponsor of this year's event, JD Health is joining forces with the organizers for the second consecutive year to launch the "Sea Fishing Surprise Day" themed activity. This year's competition is set to combine the cultural buzz of the Eight Immortals Crossing the Sea with the auspicious meaning of "abundance year after year," elevating a sea fishing tournament into a stroke-of-luck celebration for consumers across the internet. By searching "Changhai Sea Fishing" on JD.com, viewers can watch the full 48-hour live broadcast of the event, participate in the "Lucky Fish King" auction starting at 1 yuan, share in millions of JD Beans, and enjoy JD Flash Sale deals on sea fishing gear with discounts up to 50% off!
During the competition period from August 12 to 13, the JD Zhenpianyi live-streaming room will team up with CCTV News and top fishing influencers to deliver an uninterrupted 48-hour live broadcast, showcasing the full scene of contestants riding the waves and competing for the title of Fish King. The live stream will feature interactive segments such as "Jiang Taigong Fishing" call-in sessions and "Eight Immortals Crossing the Sea" cosplay support. Viewers can join in directly from the JD Zhenpianyi live-streaming room and have the chance to win exclusive prizes including Lucky Fish Blind Boxes, Lucky Big Fish, and Zhangzi Island travel packages.
In addition, the highly anticipated "Lucky Fish King" auction will take place on August 13. At the competition site, the largest catch will be named the "Lucky Fish King," "Health Fish," and "Fortune Fish," among others, with the blessing of a group photo featuring the "Eight Immortals." A wide range of premium fresh seafood, including sashimi-grade Faroe salmon, 8XL extra-large oysters, and ten-year Arctic red sea cucumber king, will be auctioned on the JD auction platform with a starting bid of just 1 yuan. Users can reserve participation directly on JD.com.
Beyond the live broadcast and auction, JD.com is simultaneously rolling out discounts across multiple categories such as seafood and fishing gear, along with cold-chain "Lucky Fish Special Vehicle" delivery services. By sponsoring the Changhai Sea Fishing Elite Challenge for two consecutive years, JD.com has used the event to connect a wide range of activities, including live streaming, auctions, and interactive guessing games. This approach not only satisfies consumers' demand for premium fresh seafood but also boosts consumption momentum in the seafood-related categories and supports regional economic development. Starting now, users can open the JD app and search for "Changhai Sea Fishing" to enter the event hub, watch the live broadcast, participate in auctions and guessing games, and bring home the good fortune and delicious flavors of "abundance year after year."