Group 1 - The integration of traditional culture with modern commerce has stimulated greater consumer potential, with brands innovating products like ice dumplings and low-sugar dumplings, which are well-received in the market [1] - The search volume for traditional customs related to the Dragon Boat Festival has increased by over 100% year-on-year, with keywords like "dragon boat" and "zongzi" seeing a more than 200% increase in popularity [1] - The Dragon Boat Festival has become a cultural event for the younger generation, reflecting their cultural identity and values through consumption choices [1] Group 2 - The festival not only boosts domestic tourism but also attracts foreign visitors, showcasing the strong appeal of Chinese folk culture [2] - The Dragon Boat Festival can create a multiplier effect across various industries, linking agriculture, logistics, processing, and cultural creativity, thus enhancing local employment and income [2] - There is a need to optimize the consumption environment to ensure the sustainable development of the festival economy, emphasizing quality in traditional crafts and a deeper exploration of cultural connotations [2]