"This festival is more than a summer celebration. It's a platform to showcase Tibetan culture and drive brand innovation," said a representative from the company.

The representative said that the event focuses on festive vibes, immersive experiences, and youth appeal to blend beer, performances, food, and culture into a unique urban lifestyle experience that boosts Lhasa's cultural tourism economy.

Attendee Tadron described the event as "lively, fun, and full of character".

"The mix of ethnic traditions and modern flair makes it a fresh, people-friendly experience that really gets you excited to join in," said Tadron.