摄制：帅玉豪 新华社音视频部制作 中秋节来临之前，位于安徽省阜阳市颍州区的双清湾水街热闹非凡，一场延续近800年的中秋火把祈福 习俗焕新登场，多个火把依次亮起，如火龙蜿蜒穿行，这场传统与现代相结合的城市火把节，吸引近 5000名市民打卡，让源自元代的古老祈福仪式，成为现代中秋的别样文化体验。 记者：屈彦 ...

Core Viewpoint - The article highlights the cultural significance and modern adaptation of the traditional "Mid-Autumn Bo Bing" game in Xiamen, particularly through the launch of a limited edition gift box by Xiamen Swire Coca-Cola, which combines local cultural elements with contemporary branding [1][3][4]. Group 1: Cultural Significance - "Mid-Autumn Bo Bing" has historical roots dating back to the Ming Dynasty, created by Zheng Chenggong to alleviate soldiers' homesickness [1][3]. - The game symbolizes reunion and good fortune, reflecting the cultural memory of the Minnan people [3]. - The practice has been passed down through generations and was officially recognized as a national intangible cultural heritage in 2008 [3]. Group 2: Product Offering - The "Le Xia Min Wei Mid-Autumn Bo Bing Limited Gift Box" includes two parts: "Le Xia" (representing local flavors) and "Le Wan" (game elements) [4]. - The gift box contains traditional snacks like Minnan Gong Tang and Da Hong Pao tea, along with game components such as red porcelain bowls and dice, symbolizing reunion and auspiciousness [4]. - The inclusion of a rules card enhances the immersive experience of this traditional game [4]. Group 3: Marketing Strategy - In 2023, Xiamen Swire Coca-Cola developed a local cross-border original IP called "Le Xia Min Wei," which connects local attractions, cuisine, and trends [6]. - The initiative has achieved over ten million exposures online, fostering collaboration with various brands and integrating the Coca-Cola brand into local life [6]. - This strategy aims to strengthen the connection between the brand and consumers by promoting local culture and experiences [6].

Group 1 - The Dragon Boat Festival is a significant cultural event in China, with 122 dragon boat races held nationwide, attracting over 5.7 million participants [1] - Major cities like Chengdu, Hangzhou, Foshan, and Suzhou have become popular tourist destinations for watching dragon boat races [1] - In Jiangsu's Suqian, a dragon boat race featured 33 teams and over 700 participants from various professions, showcasing community engagement and cultural heritage [3] Group 2 - In Anhui's Wangjiang, 14 dragon boat teams competed on the picturesque Lotus Lake, emphasizing the excitement and competitive spirit of the event [5] - The Tianfu Dragon Boat Festival in Chengdu's Xinjin district included not only the races but also diverse cultural activities such as creative product markets and traditional costume parades, enhancing the festive atmosphere [8] - In Sichuan's Zigong, a traditional "duck-catching" event added a unique twist to the dragon boat races, with over 200 local swimmers participating in this historical activity [11]

端午节佩戴香囊的习俗寄托着人们避邪驱瘟、祈求平安健康的愿望。随着端午临近，浙江义乌香囊市场迎来产销高峰。为拓展市场，不少工厂 今年新增茶饮行业、药房、学校等销售渠道。产品创新方面，香囊填充物引入苍术、白芷、砂仁等中药材，成为今年爆款。 0:00 临近端午假期，全国多地立足传统民俗、创新文化场景，推出了丰富多样的文化活动，满足消费者需求。 针对今年的端午节小长假和"六一"儿童节，北京市密云区的古北水镇将围绕长城文化和传统文化，打造特色节日活动，开启"端午儿童双节"主 题活动。 统筹：李杰、王健、李佳琳 编导：朱一南 配音：王帅龙 包装：夏勇 综合新华社记者报道 新华社音视频部制作 端午节前夕，一场热闹的端午民俗文化体验活动在福建省龙岩市长汀县丁黄村丁屋岭举办。活动通过传统民俗、非遗手作体验、山野市集等形 式，吸引了众多村民和游客参与，生动展现了乡村文旅发展新图景。 近日，2025年"百里水上福道·千年闽都画卷"龙舟巡回赛第二站赛事在福建省福州市仓山区浦下河开赛。近年来，福州市打造常态化龙舟赛 事，在晋安湖、晋安河、旗山湖、浦下河、高新区等地举办多场赛事，让"水上狂欢"贯穿全年。 5月28日，在四川省华蓥市溪口镇 ...