"In the sound of firecrackers, the spring breeze sends warmth into Tusu. When the dragon lanterns are lit up and the New Year's pictures are pasted, the more and more Soviet-style New Year's flavor will drift into thousands of households along with the wonderful intangible cultural heritage inheritance practice activities.
More than 700 major intangible cultural heritage activities related to "New Year Culture" in 6 major sectors, 62.86 million on-site check-ins, more than 115800 million people participated online. Starting from January 18 (the eighth day of the lunar month) and continuing until February 24 (the fifteenth day of the first lunar month), during this Spring Festival, Jiangsu has launched a series of activities of "Water Charm Jiangsu, Intangible Cultural Heritage Accompanies You for the New Year", so that the masses can appreciate the charm of intangible cultural heritage at their doorstep.
What kind of sparks have been created by the collision of intangible cultural heritage items and traditional customs? What kind of cultural feast with the flavor of the Soviet-style New Year was presented in Jiangsu? Let's review the "hot and hot" moments in the series of activities of "Water Rhyme Jiangsu, Intangible Cultural Heritage to Accompany You for the New Year".
Intangible cultural heritage is "hot", and offline exhibitions paint a cultural scene.
During this year's Spring Festival, under the framework of the Ministry of Culture and Tourism's "Happy New Year" 2024 Spring Festival theme cultural and tourism activities, Jiangsu has launched a series of activities of "Water Charm Jiangsu Intangible Cultural Heritage to Accompany You for the New Year", and organized and carried out 6 major activities: "Culture Enters Ten Thousand Homes - * Live Hometown Year", "Water Charm Jiangsu Interesting New Year", "Water Rhyme Jiangsu New Year Painting Enters Ten Thousand Homes", "Water Rhyme Jiangsu Ancient Town Celebrates the New Year", "Water Rhyme Jiangsu Dragon Year Lantern Festival Lights Welcome the New Year" and "Water Rhyme Jiangsu Dragon Dance Exhibition and Performance" 6 major plate activities. The content covers many intangible cultural heritage categories such as traditional drama, traditional dance, folk customs, and traditional skills. A variety of "New Year Culture" related activities have painted a cultural scene of "the whole province celebrates the New Year and everyone shares intangible cultural heritage".
2024 "Light up the Chinese Lantern" - the National Main Venue of the Year of the Dragon Lantern Festival Lanterns to Welcome the New Year evokes warm memories, and the lantern festival lights bloom with the brilliance of traditional culture. From February 2nd to 24th, the 2024 "Light up the Chinese Lantern" - the National Main Venue of the Year of the Dragon Lantern Festival Lanterns to Welcome the New Year hosted by the Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism, the Jiangsu Provincial Department of Culture and Tourism, and the Nanjing Municipal People**, brought together more than 150 works of 35 lantern festival intangible cultural heritage projects in 15 provinces and cities across the country, vividly displayed the achievements of the protection and inheritance of the intangible cultural heritage of the lantern festival, and built a platform for the exchange and display of the inheritors of the intangible cultural heritage items of the national lantern festival. Let the local people and tourists find the Chinese New Year in the intangible cultural heritage; The Dongtai Xixi Lantern Festival starts from the beginning of the first month and lasts until the fifteenth day of the first month, with all kinds of vivid lanterns to create an immersive lantern viewing experience for tourists; At the 2024 Changzhou Lantern Festival, a 35-meter-long, 15-meter-high dazzling auspicious dragon winds and circles. "Vientiane Renewal - 2024 Nantong Lantern Art Exhibition" focuses on more than 70 representative works of 14 lantern inheritors and folk artists in Nantong, and at the same time focuses on the ingenious ideas and exquisite skills of lantern inheritors and folk artists in Nantong.
Suzhou Taohuawu woodblock New Year paintings have a cultured Spring Festival, so that the New Year paintings dress up the people's homes. The series of activities of the "Longteng Gusu Welcome the New Year" Taohuawu Woodblock New Year Painting Exhibition displayed more than 200 pieces of Taohuawu woodblock New Year paintings such as "A Ball of Harmony" and "Gusu Twenty-four Solar Terms Food Scene", allowing citizens and tourists to feel the strong "New Year's flavor" of Jiangnan in the New Year's paintings, and have a "crisp" Gusu New Year; Huai'an Bori peasant painters are full of creative passion, depicting the new countryside and new style with their brushes, showing the life picture of the beautiful countryside.
Yancheng Funing plays spring cattle colorful folk customs to make a New Year, and the ancient town has a new look for the New Year. During the Spring Festival, Suzhou Zhouzhuang will focus on the spatial strategic layout of ancient towns, water towns and villages to create a unique and charming cultural tourism experience in the south of the Yangtze River, allowing tourists to feel the charm of intangible cultural heritage, feel the flavor of Zhouzhuang and integrate into the life of water towns during holiday travel. The Wuxi Meicun Taibo Temple Fair, which opened with a lively folk parade, created a cheerful, warm and harmonious festive atmosphere through the form of mobile performances; The 2024 China Funing 7th "Spring Cow Hunting Spring Cow to Celebrate the New Year" and intangible cultural heritage project transmission and display activities were staged in Miaowan Ancient City, Funing County, and citizens and tourists welcomed Xiang Naji in the whipping of spring cattle; The 2024 "Dragon Universiade 'Temple' is full of fun" Suqian Soohe Dragon King Temple will officially open in people's eager expectations, and various wonderful activities will make you forget to return.
Hai'an dragon dance flash mob dragon and lion danced jubilantly, showing "good show on stage". The launching ceremony of Nanjing Lishui Luoshan Dragon Cultural Festival and Lishui New Year Dragon Dance Festival was lively in Luoshan Village, Hefeng Town, a folk culture and art feast that has been inherited for more than 400 years made all the people present addicted; Enjoying the reputation of "the crown of dragons", the huge and magnificent Nanjing Gaochun Yang family carried the dragon to build a New Year carnival in the countryside; Zhenjiang City's Dragon and Lion New Year Parade and Danyang's "Dragon Teng Shengshi, White Dragon Spring" cultural series of activities will completely "fill" the lively atmosphere of the Spring Festival; In the Xinghua New District Gymnasium, 14 dragon dance teams appeared one by one, bringing a wonderful folk culture feast to the audience; In Hai'an, a flash mob of dragon dance with the theme of "Dragon and Lion Dance to Celebrate the New Year" was staged as scheduled, and a warm and festive atmosphere filled the sky over the ancient city; "Water Charm Jiangsu" - Dragon and Lion Dance for the New Year, Intangible Cultural Heritage Spring Festival Lantern Festival" 2024 Jiangsu Province "Intangible Cultural Heritage Lantern Festival" Changzhou Jintan special series of activities, bringing together a variety of intangible cultural heritage essences, providing tourists with an opportunity to immerse themselves in the "Intangible Cultural Heritage Lantern Festival".
From the ancient agricultural customs to the traditional lantern exhibition, and then to other folk art forms spread in the land of Jiangsu, people express their sincere expectations for the splendid mountains and rivers and the peace of the country and the people in the form of lantern customs, drum music, acrobatics, etc. While various intangible cultural heritage projects are trying their best to show the charm of traditional culture to the world, various online inspection activities have also pushed people's enthusiasm for folk customs experience to a new climax. Wuxi Yixing City organized the integration of intangible cultural heritage and folk customs, and carried out the activity of opening the dragon kiln in the Year of the Dragon, so that traditional crafts can go out of the new fashion; Taizhou City has carried out activities such as "Intangible Cultural Heritage in Childhood" for students, "I have a face-to-face relationship with intangible cultural heritage inheritors", and "Teaching Ancient and Modern, Passing Through China", so that more children can understand the excellent local intangible cultural heritage items; Focusing on the theme of New Year's customs, Xuzhou City organized intangible cultural heritage experience activities such as cutting window flowers and sewing "Spring Greeting Chicken", which were warmly welcomed and ...... by the citizens
The intangible cultural heritage "came alive", and the "Soviet-style" New Year's flavor flew into the "clouds".
Enjoy the lanterns, visit the ancient town, watch the dragon dance, sing the big opera, the scene is lively and lively, and the cloud panorama is presented. From the timely strategy of "Cloud New Year" to the necessary move of "New Year's Flavor", the activity of "Culture into Ten Thousand Homes - * Live Hometown Year" presents the cultural flavor of "Chinese New Year" in a new form of communication, highlighting the vigorous vitality and vitality of intangible cultural heritage integrated into modern life.
Taste intangible cultural heritage in the cloud and have a New Year's flavor. Since the launch of the activity, intangible cultural heritage protection institutions, intangible cultural heritage inheritors and netizens in all parts of the province have recorded the Spring Festival customs with their lenses, deeply excavated the connotation of local intangible cultural heritage, selected intangible cultural heritage items that reflect local characteristics, and carried out exhibitions or live broadcasts through the ** network platform, creating a vivid and interesting online "Intangible Cultural Heritage New Year" full of cultural flavor, attracting the majority of netizens to feel the joyful, festive and peaceful Spring Festival atmosphere in the "cloud", and to experience the strong "Soviet-style" New Year's flavor. According to the data, during the Spring Festival, more than 6,000 uploads were uploaded through online platforms such as Kuaishou, Douyin, Tencent**, and Bilibili, and more than 200 live broadcasts were carried out. Among them, Huai'an City used 72 intangible cultural heritage accounts to upload 200 short ** to 8 online platforms such as Kuaishou, Douyin, WeChat**, and Bilibili, and carried out more than 30 live broadcastsNanjing used 57 intangible cultural heritage accounts to upload 198 short ** to the online platformLianyungang City uploaded 976 short broadcasts to the network platform and carried out 72 live broadcastsSuzhou City uploaded more than 300 short ** to the network platformYancheng City and Zhenjiang City respectively uploaded more than 200 short ** to the network platformSuqian City organized 62 ** live broadcast activities;Yangzhou City invited 470 Internet experts on platforms such as Douyin and Xiaohongshu to promote key intangible cultural heritage activities carried out by scenic spots such as Dongguan Street and Slender West Lake.
Jiangsu intangible cultural heritage** online "Water Rhyme Jiangsu, Interesting New Year's Flavor"** exhibition column "Screen End" to feel the wonderful intangible cultural heritage, "brush" out of the atmosphere of the times. Jiangsu Intangible Cultural Heritage** and Intersection News Client also simultaneously launched the "Water Charm Jiangsu, Interesting New Year" ** exhibition and broadcast column, focusing on the exhibition of Jiangsu's New Year's customs and intangible cultural heritage projects related to the Spring Festival, displaying the achievements of the protection and inheritance of New Year's customs projects in recent years, and enhancing the people's interest and attention to the "New Year's Culture" related activities. Up to now, a total of nearly 60 well-made fun ** participated in the exhibition, these "New Year's flavors" from all over Jiangsu not only have strong traditional characteristics, but also exude a strong atmosphere of the times, carrying the people's yearning for a better life.
Create a cloud exhibition to show a strong online New Year's flavor. Jiangsu launched the "Water Charm Jiangsu, New Year's Paintings into Ten Thousand Homes" - New Year's Pictures Paper-cut Works Cloud Exhibition, selected 50 intangible cultural heritage works of New Year's paintings with strong local characteristics, traditional culture and the atmosphere of the times from all over the world for exhibition, successfully arousing people's aftertaste and protection of Spring Festival folk customs and intangible cultural heritage skills.
A short and concise **, a lively live broadcast ......Intangible cultural heritage works met in the cloud, and netizens actively participated, making traditional intangible cultural heritage more down-to-earth and heartwarming.
Intangible cultural heritage is "on fire", and the cultural tourism market shows new momentum for consumption.
The traditional intangible cultural heritage items spanning thousands of years, after the baptism of time and wisdom, are returning to the people's clothing, food, housing and transportation with a new look. This Spring Festival of the Year of the Dragon, all parts of Jiangsu lead the new trend of tourism consumption, and through the display and performance of various intangible cultural heritage items, it not only creates a happy and festive atmosphere, but also adds more vitality to cultural and tourism consumption.
The 38th China Qinhuai Lantern Festival was crowded with people and culture, and they consumed and sang operas. The 38th China Qinhuai Lantern Festival, with Confucian culture and imperial examination culture as the main line, with classic stories as the theme, with dots and strings, taking into account the creation of the surrounding festival atmosphere, a total of more than 300 sets of lanterns in 7 exhibition areas, including Bailuzhou Park, Confucius Temple core area, and Laomendong. During the Spring Festival holiday, Qinhuai District received a total of 344 tourists50,000 person-times, with a total tourism income of about 37500 million yuan; Through the scene interaction of "intangible cultural heritage + cultural creativity", "intangible cultural heritage + tourism" and "intangible cultural heritage + entertainment", Suzhou's intangible cultural heritage has moved from "live" to "fire". It is reported that as the intangible cultural heritage of Gusu District, the intangible cultural heritage of the Su Bang cuisine production skills protection unit, Songhe Tower, Deyue Building, Wumen Renjia, Jiangnan Bank, Wu Yue Rongji, Suzhou-style cake dumplings near the water building, Suzhou-style noodle soup Tongdexing, Lu Zhenxing Hall and other related intangible cultural heritage protection units sales overflowed during the festival, and the comprehensive sales far exceeded expectations; In Huai'an, intangible cultural heritage inheritors actively participate in various exhibition and sales activities to drive the hot sales of intangible cultural heritage products. According to the data, Hexia Ancient Town, Huai'an District, as one of the popular attractions, is very popular for intangible cultural heritage products during the Spring Festival, with a turnover of 3450,000 yuan; Relying on key scenic spots, commercial blocks, cultural and museum venues and other places, Wuxi actively carried out intangible cultural heritage exhibition and sales activities, and a series of activities to promote consumption, cultural tourism and expand domestic demand during the Spring Festival achieved a "good start"; The Taizhou Intangible Cultural Heritage Protection Center held an online bazaar of Taizhou intangible cultural heritage New Year's goods, and Xinghua City, Taixing City and Jingjiang City held activities such as "Cultural Tourism Collection", "New Year Folk Customs", "Taifun New Year's Goods Market" and "Intangible Cultural Heritage New Year's Goods Collection", which heated up the consumer market and strengthened the consumer market, and intangible cultural heritage products were favored by many consumers. In the two intangible cultural heritage carnivals held at Yangzhou East Railway Station and Yangzhou Cultural Center, a total of more than 40 intangible cultural heritage enterprises participated in the market activities, and nearly 200,000 intangible cultural heritage products were sold online and offline, with sales exceeding 1 million yuan ......According to incomplete statistics, the sales of intangible cultural heritage products during the Spring Festival in the province reached 81.6 billion yuan.
The intangible cultural heritage shines brightly in Jiangsu, and the traditional New Year's flavor is in the hearts of the people. Intangible cultural heritage carries the memory of his hometown and also records the taste of his childhood. In order to welcome the arrival of the Year of the Dragon and create a strong "Soviet-style New Year", the intangible cultural heritage administrative departments at all levels in Jiangsu have carefully organized and arranged various intangible cultural heritage activities to celebrate the New Year online and offline, meet people's growing cultural needs, send joy to thousands of households, and create a positive cultural year, healthy year, happy year and happy year for the people.
Xinhua ** Intersection Reporter Ji Shuxia, Zhang Jieru, Wang Hui.