From Chinese style design, to traditional Chinese medicine calligraphy, to intangible cultural heritage, more and more people are keen to explore traditional Chinese culture and integrate traditional culture into modern life.
Texhong is well aware that cultural inheritance lies in life itself, and continues to hold intangible cultural heritage activities to make traditional culture bloom with the brilliance of the times, bringing rich experience and cultural resonance to customers.
< Continuation >
The Spring Festival is grandly presented, so that the national memory continues
Nowadays, commerce is not only a place for trading, but also a carrier for the transmission of traditional culture.
During the Spring Festival of the Year of the Dragon, Texhong held various intangible cultural heritage activities in 59 stores across the country with the theme of "In Texhong, let intangible cultural heritage return to life and let skills inherit memories", based on the local culture of the city.
While presenting folk activities such as the Spring Festival Lantern Festival, Hanfu Parade, Retro Market, Garden Temple Fair, Lantern Riddle Fair, etc., this event will also bring intangible cultural heritage traditions such as shadow puppetry, iron flower fighting, English singing and dancing, and lion dancing into the public eye.
With the commercial space as the carrier, Texhong has linked with local people, various cultural associations and cultural inheritors to hold various forms of traditional cultural activities to increase the "atmosphere" for the Spring Festival and evoke good memories.
Texhong's "intangible cultural heritage" activity attracted a large number of customers to participate in the interaction, and triggered a boom in store visits in the new channel, and the content of intangible cultural heritage store visits exceeded 3.7 million times in the Xiaohongshu channel.
The "intangible cultural heritage" theme New Year's promotional video created by Rainbow has been widely disseminated in new channels across the network. Up to now, the number of promotional videos on the whole network has exceeded 14.2 million, an increase of 311 over the same period last year6%。
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< Mutual integration >
The integration of culture and commerce brings intangible cultural heritage back to life
People's public living space is an important carrier of cultural inheritance.
In recent years, Texhong has actively introduced traditional culture into the commercial scene, creating a warm and festive atmosphere, and exploring the expression of intangible cultural heritage close to life.
Based on the local culture of the city, Rainbow integrates performances, exhibitions, food, animation and other forms of landing activities. Lingnan cultural heritage projects such as the lion dance in Guangfu, the martial arts of Foshan Southern School, and the clay sculpture of the dry wooden dragon were unveiled in turn, allowing consumers to get close to the intangible cultural heritage culture and deeply feel the charm of intangible cultural heritage.
Many "national tide goods" are the derivation of intangible cultural heritage, and Rainbow selects scenes related to clothing, food, housing and transportation, from decoration and arrangement, activity experience, to utensils and home, tea and tea ceremony, and classical clothing, comprehensively presenting traditional Chinese culture, making traditional culture a part of daily life.
< Novelty >
Tradition brings new ideas, and business bursts out with social value
Today's commercial complexes have opened a new model of cultural and commercial integration, which is not only a respect for traditional culture, but also in line with the business logic of the changing times.
On the one hand, the entry of intangible cultural heritage has brought a "cultural and creative effect" to commerce and stimulated consumption growth. On the other hand, by integrating intangible cultural heritage, business has become a vivid intangible cultural heritage inheritance space around people.
Suzhou Xiangcheng Rainbow and Suzhou Museum jointly launched the theme exhibition of "Song Yun Trend", breaking the shackles of exhibition halls and showcases, and exploring innovative ways of traditional culture close to life with "Song" as a guide.
Jishou Rainbow Shopping Center, together with Xiangxi Prefecture Bureau of Commerce and Jishou Municipal Bureau of Commerce, held the "Transformation" Xiangxi Fashion Week with the Qianzhou Ancient City Tower and the water surface of the Wanrong River as the creative background.
In the future, Texhong hopes to attract more people to pay attention to traditional culture through innovative ways, inject more vitality into the inheritance and development of traditional Chinese culture, make traditional skills glow with new ideas, and let the national memory be inherited.
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