Group 1 - The tourism market in Sichuan experienced a surge during the Dragon Boat Festival, with 4.33 million visitors and ticket revenue of 27.63 million yuan reported by 909 A-level scenic spots by 3 PM on the first day of the holiday, marking a 19.42% increase in visitor numbers compared to the same period in 2024 [4] - Various cultural and traditional activities were organized, including dragon boat races and local customs, attracting over 70,000 spectators to the dragon boat competitions in Chengdu, with additional travel activities promoted in 10 cities [4] - The integration of traditional customs into consumption scenarios has stimulated tourism consumption, with cities like Yibin issuing 861,000 yuan in cultural tourism vouchers and Deyang distributing 6 million yuan in vouchers to enhance visitor experiences [5][6] Group 2 - The Dragon Boat Festival coincided with the 9th China Chengdu International Intangible Cultural Heritage Festival, which was free to the public and attracted 26,000 visitors on the holiday, showcasing a deep integration of intangible cultural heritage into the festival [6] - A total of 288 community practice spaces across 183 counties participated in cultural performances, traditional skill demonstrations, and intangible heritage experiences, highlighting the active transmission of cultural heritage during the festival [6]

阅读提示 5月28日，以"增进交流互鉴、激发传承活力、共享美好生活"为主题的第九届中国成都国际非物质 文化遗产节在四川省成都市开幕，其中，"典籍里的非遗"分会场暨"我们的节日·端午"系列活动，在西 南地区首次以古籍展览、活态展示、互动体验等多元创新模式，全方位呈现非物质文化遗产的魅力。 "如今，这门小众的乐器正逐渐融入大众生活。"作为川派古琴的发源地，成都是中国古琴艺术三大 重镇之一，古琴氛围浓厚，琴艺源远流长。黄明康介绍，她从事古琴传承40余年以来，亲眼见证了这项 艺术的变化。近年来，成都市各级文化馆开通各类公益文化培训，古琴演奏便是常驻课程之一。自2013 年开始，黄明康在成都市文化馆开办了公共文化服务免费的古琴、洞箫培训班，作为专职音乐辅导老 师，她每周都会上一节古琴课和洞箫课，招收群众学习古琴，讲授最基础的指法和古琴知识，十几年下 来，数万人次前来学习古琴。 "古琴声韵悠远、回味无穷，令人不禁想要上手触摸抚弹。"成都市民杨女士带着孩子来此周末放 松，听见古琴乐声，便走进展览体验。黄明康热情地拉着每一位到展台询问的对象坐到琴前试弹，细心 讲解古琴文化，"越是民族的越具有国际意义，希望通过自己的展示，让越 ...

来源：环球网 【环球网报道 记者 李青云】5月24日至26日，一场聚焦非物质文化遗产数字化传播的盛会——2025非遗 视频创作大会在江西省上饶市婺源县婺女洲度假区举行。大会以"视界非遗 创见未来——打造非遗传播 新生态"为主题，汇聚全国200余位非遗传承人、近百位青年创作人，参会嘉宾近700名，是国内首个"非 遗传承人+多平台内容创作人"的合作交流盛会。 2025非遗视频创作大会由中国非物质文化遗产保护协会联合上饶市人民政府及抖音、快手、小红书、B 站、微博、红果六大头部新媒体平台共同主办，婺源县人民政府与婺源·国家级徽州文化生态保护区联 合承办，江西鑫邦婺女洲文化旅游发展有限公司执行。中数研究院以及中数世纪团队全程参与了大会相 关执行工作。 "青年非遗视频创作哺育行动" 重磅发布 5月24日晚，2025非遗视频创作大会开幕式在婺女洲度假区傩舞广场盛大启幕。中国非物质文化遗产保 护协会会长王晓峰，文化和旅游部非物质文化遗产司副司长李晓松，江西省文化和旅游厅副厅长周建 文，中共上饶市委副书记、市人民政府市长邱向军，中共婺源县委书记徐树斌等嘉宾出席开幕式。 开幕式上，由中国非物质文化遗产保护协会联合抖音、快手、小 ...

Core Insights - The concept of "swaying consumers" indicates that 20%-80% of consumers have brand awareness but lack loyalty, influenced by price, quality, marketing, and competition [2][3] - The market has shifted to a buyer's market, where consumers have more choices, leading to a focus on retaining existing market share rather than expanding into new markets [3] Group 1: Consumer Trends - Increased consumer engagement and brand interaction due to the influence of short video and live streaming platforms, with consumers preferring brands that express warmth and relatability [5] - Higher acceptance of new concepts and innovative marketing methods, such as AI and traditional crafts, which enhance consumer purchasing desire [6] - Changes in consumer loyalty, with 84.45% of loyal consumers still comparing and choosing other brands, indicating a shift from traditional loyalty metrics [7] Group 2: Brand Perception and Marketing - Consumers are more discerning, researching product specifications and demanding quality and functionality, making product characteristics the core of brand content [10][11] - The importance of brand values, with 86.41% of consumers stating that a brand's values influence their purchasing decisions, leading to a preference for brands that resonate with their own values [15][17] - Increased recognition of domestic brands, driven by quality, design, and cultural identity, highlighting the need for brands to connect products with emotional narratives [21] Group 3: Consumer Behavior - A trend towards rational and cautious consumption, with consumers seeking certainty and security in their purchases amid economic uncertainty [22] - A pursuit of high cost-performance, where consumers are willing to pay reasonable prices for high-quality products, exemplified by the popularity of "domestic alternatives" [23][25] - Demand for seamless online and offline experiences, particularly among younger consumers who expect integrated customer interactions across all touchpoints [26][28] Group 4: E-commerce Dynamics - Younger consumers show a greater acceptance of personal sellers on e-commerce platforms, valuing transparency and rich content, which emphasizes the potential of brand owners and personal sellers in marketing strategies [29]

陇绣溢彩，客自八方。5月29日，第二十届庆阳香包民俗文化节开幕式在庆阳市隆重举行，庆阳香包民俗文化节自2002年 启幕以来，已成功举办十九届，成为了展示黄土塬文化底蕴、推动文旅融合发展的典型平台。国网庆阳供电公司全面发挥集宣 讲站、暖心站、补给站、充电站、工作站、代办站、服务站、中转站、互动站和传播站等功能为一体的"连心桥·光明驿站"作 用，着力打造党联系群众的电力"连心桥"，助力非遗文化和产业发展。 长期以来，国网庆阳供电公司充分发挥行业优势，通过"光明驿站"将电力保障与非遗文化传承、乡村振兴深度融合，既确 保了节会期间"零停电"，也为庆阳香包产业的规模化、国际化发展提供了坚实的后盾。下一步，国网庆阳供电公司将继续深 化"连心桥·光明驿站"建设，以可靠电力和优质服务助推地方经济与传统文化协同发展，让非遗之花在陇原大地绽放更加绚丽 的光彩。 【责任编辑：刘澄谚 】 开幕式现场，身着红马甲的国家电网甘肃电力（庆阳南梁）连心桥共产党员服务队利用"连心桥·光明驿站"便民服务点发放 用电资料，向游客普及用电安全知识，耐心解答游客关于新能源用电政策的疑问。当日，该公司"连心桥·光明驿站"服务人员 共为游客发放用电宣传彩 ...

Group 1 - The event "618 Dragon Boat Festival Market" features nearly 50 quality vendors from across the country, offering a variety of products including clothing, pastries, candies, health supplements, and local specialties [2] - Well-known national brands such as Wufangzhai, Xufuji, and Wuyang Ice Cream are present at the market, allowing attendees to taste food on-site [2] - The event aims to create an accessible cultural atmosphere for the public, promoting a one-stop "cultural and entertainment consumption space" and a successful case of "folk culture breaking boundaries + business growth" [9] Group 2 - Influencer Fang Liangwei, a post-90s entrepreneur, has achieved a product repurchase rate exceeding 95% in his Douyin store, leveraging short videos and live streaming to educate over 30,000 consumers about Chenpi [4] - The event includes participation from various celebrities and influencers, with activities such as a water competition featuring sprinter Su Bingtian and the Guangzhou dragon boat team, as well as traditional performances like Yingge dance and lion dance [7] - Attendees can also experience a large-scale dragon boat feast and have the chance to receive exquisite cultural items like intangible cultural heritage clay sculptures and Xiangyun fabric after completing their market visit [7]

Core Idea - The article highlights a creative initiative by university students from Guangzhou Academy of Fine Arts, who are teaching traditional paper-making techniques using orange peels to children in Xinjiang, blending cultural heritage with environmental education [2][4][19]. Group 1: Educational Initiative - The university students conducted a hands-on paper-making experience class at a kindergarten in Kashgar, Xinjiang, where children learned to make paper from discarded orange peels combined with recycled pulp [3][6]. - The activity allowed children to engage in traditional craftsmanship, enhancing their practical skills while fostering an appreciation for cultural heritage and environmental awareness [14][15]. Group 2: Environmental and Cultural Integration - The program integrates traditional non-heritage skills with modern environmental concepts, aiming to connect children with their cultural roots through practical activities [4][20]. - The initiative is part of a broader curriculum that combines traditional culture with ecological education, encouraging children to explore and appreciate their natural surroundings [19][26]. Group 3: Broader Impact - Since the team began their work in February 2025, they have developed a unique curriculum that emphasizes aesthetic education and environmental consciousness, utilizing local resources and cultural elements [19][27]. - Activities include outdoor explorations where children observe local flora and create art, merging aesthetic education with local agricultural practices [28][30].

经济日报记者 刘兴 端午节即将到来，各种赛龙舟活动已在多地接连上演。位于江西乐安河畔的万年县梓埠镇，是远近 闻名的龙舟小镇。在这里，不仅端午赛龙舟的历史悠久，龙舟制造技艺也传承了数百年。 从走村串户的传统手工匠人到现代化产业园的标准化生产，从地域性民俗符号到年产值超过3000万 元的产业集群……梓埠镇的龙舟产业在传统文化与市场经济碰撞中，从传统走向现代，从本土走向国 际。近日，记者走进这座宝藏小城，探寻其如何实现借"龙"生财。 农历四月的乐安河畔，梓埠镇唯美龙舟制造厂内，几十艘龙舟摆放于此。从空中俯瞰，一溜长龙， 着实壮观。 从走村串户到规模生产 梓埠镇唯美龙舟制造基地负责人陶心根忙得不可开交，他今年接到200多艘龙舟制造订单，基地的 工匠们正加班加点赶制。 "樟木作底、杉木为舷，榫卯结构不用一根铁钉。"在万年县亮船文化发展有限公司，老工匠李明亮 一边俯身用墨斗在杉木板上弹划基准线一边介绍，纯手工制造龙舟需经历选材、破板、定型、组装等20 多道工序，耗时半个月才能完工。 李明亮15岁学木匠，2000年开始专攻龙舟制作，最初只是周边县临时聘请的工匠，按天结算工资。 如今，他的技艺已成为梓埠龙舟产业的"金字招牌" ...

Core Viewpoint - The 9th China Chengdu International Intangible Cultural Heritage Festival opened on May 28, showcasing the importance of intangible cultural heritage (ICH) and promoting cultural exchange and protection efforts [12][13]. Group 1: Event Overview - The festival is a key brand event in the ICH field, held annually since 2007 in Chengdu, which serves as its permanent venue [12]. - This year's festival features a "guest country + guest city" mechanism, with Malaysia as the guest country and cities like Algiers, Penang, Chiang Mai, and Bari as guest cities [12]. - Nearly 400 ICH inheritors and experts from over 60 countries and regions participated in the event [12]. Group 2: Festival Structure - The festival is organized into a "3+3+N" framework, including three main sections: "Vibrant ICH: Tianfu Parade," "Colorful ICH: World Dialogue," and "Charming ICH: International Exhibition," along with three special sections focusing on creative living, beautiful living, and healthy living [12][15]. - Activities are held across 288 community practice spaces in 183 counties, creating a strong atmosphere for public participation [12][20]. Group 3: Highlights and Activities - Approximately 600 ICH representative projects are showcased, with performances from various cultural traditions, including Sichuan opera and traditional dances from different countries [14]. - The "Creative Living" section includes an international ICH brand IP authorization trading event, attracting over 580 enterprises and facilitating significant business interactions [15]. - The "Healthy Living" section features over 120 traditional medicine representatives offering health consultations and experiences [16]. Group 4: Technological Integration - The festival incorporates technology into traditional practices, showcasing over 30 interactive tech installations that enhance the presentation of ICH [18][19]. - Innovative projects include a mobile game based on the 24 solar terms and a VR art exhibition exploring the origins of Chinese characters [19]. Group 5: Cultural Exchange and Tourism - The festival promotes cultural exchange and tourism, inviting global guests to experience Sichuan's unique charm and engage in discussions on ICH's role in tourism development [20][21]. - Activities during the festival include dragon boat races and cultural performances, aimed at integrating ICH into daily life and enhancing public engagement [20].

Core Insights - The integration of intangible cultural heritage (ICH) into modern life is gaining momentum, with various sectors exploring innovative ways to enhance its relevance and appeal [7][10] - Digital technology is playing a crucial role in revitalizing ICH, providing new methods for expression and engagement, particularly among younger audiences [8][9] Group 1: ICH Integration and Modern Life - The 9th China Chengdu International Intangible Cultural Heritage Festival showcased successful cases of ICH integration into modern life, such as the vibrant tourism scene created by the Zigong Lantern Festival, which has attracted 60 million visitors over the past decade [7] - The popularity of ICH among young people is evident, as they seek immersive experiences that go beyond mere observation, engaging with local customs and purchasing ICH products [7] - The "non-heritage + tourism" model is particularly appealing to younger demographics, indicating a significant area for future exploration [7] Group 2: Digital Technology and ICH - The festival featured the launch of mobile games and immersive projects that highlight the potential of digital technology in enhancing ICH experiences, such as a game themed around the 24 solar terms [8] - Digital tools have expanded the expressive capabilities of ICH, with companies like Kuaishou leveraging AI to create engaging cultural content that resonates with younger audiences [8] - In 2023, videos related to ICH created by young creators on Kuaishou have gained significant traction, particularly content related to traditional tea culture [8] Group 3: Cross-Industry Collaboration - There is a growing consensus among ICH practitioners to develop differentiated experiences through cultural IP and cross-industry collaborations, leading to the appearance of traditional designs on various consumer products [9] - ICH elements such as Shu embroidery and bamboo weaving are being integrated into everyday items like coffee cups and tote bags, showcasing the versatility and appeal of these cultural assets [9]