从“看热闹”到“入戏游”，民俗IP消费上演焕新记

Core Insights - The article highlights the transformation of traditional cultural activities during the 2026 Spring Festival, showcasing a shift towards immersive experiences that engage tourists more deeply with cultural heritage [1][5]. Group 1: Immersive Cultural Experiences - The "Wanping Youxi" event features an immersive interactive game where participants earn "Wanping Coins" to exchange for food vouchers, significantly increasing visitor engagement and extending average stay time to over 3 hours [2]. - In Yunnan, the "Thousand People Dance Qilin" event involved over 2,600 local citizens performing along main streets, attracting more than 300,000 spectators to experience traditional culture [2]. - The integration of traditional elements like drama, folk customs, and interactive experiences has created a unique cultural atmosphere during the Spring Festival [1][5]. Group 2: Popularity of Traditional Cultural Activities - The 2026 Spring Festival, being the second year after the successful application for intangible cultural heritage status, has seen a rise in interest for immersive cultural experiences [3]. - Data from Meituan Travel indicates that the top ten popular intangible cultural heritage activities during the Spring Festival include various traditional crafts and performances across different regions [3]. - Douyin's data shows a significant increase in sales for "intangible cultural heritage + market" and "intangible cultural heritage + performance" during the festival, with some categories experiencing sales growth exceeding 10 times [4]. Group 3: Economic Impact - The combination of traditional culture and modern tourism has created a vibrant new cultural feast for the Spring Festival, injecting strong momentum into the consumer market [5]. - The popularity of immersive experiences and traditional performances has led to increased bookings in accommodations, particularly in tourist hotspots like the "China Snow Town" [3].