活动现场还设置了茉莉花茶集市，春伦集团等多家茉莉花茶产业联盟成员单位集中展示茉莉花茶产品及文创衍生品，展现产业联动活力，推动茉莉花茶文化 传播与产业互动。 本次活动由仓山区委宣传部（文明办）、仓山区文化体育和旅游局、福建春伦集团、福州市坊巷资产运营有限公司主办，仓山区文化馆等协办。（胡海明） 编辑：马萌伟 转自：新华财经 2月21日，正月初五，"清新福建 共享非遗贺新春——茉莉茶香飘万里"非遗体验活动在福州仓山区梁厝特色历史文化街区举办。本次活动邀请100组家庭沉 浸式体验世界非物质文化遗产——福州茉莉花茶窨制技艺，在茶香与亲情中共度新春佳节。 作为仓山区"非遗+文旅+文创+国潮+百业"联动专项行动的百人系列主题活动之一，本次活动特邀省级非遗传承人现场展示筛花、窨制、提香等福州茉莉花 茶窨制工艺。随后，100组家庭在指导下参与茉莉花茶的简单窨制过程。"原来茉莉花茶是这样做出来的，太神奇了。"一位参与体验的小朋友说。 敬茶环节中，孩子们将冲泡好的茉莉花茶双手捧至父母面前。家长陈先生说："孩子给我敬茶的那一刻，特别感动。这种形式让传统文化真正走进了家庭。" ...

Core Viewpoint - The Gansu Public Construction Group's Gao Fu Group has transformed highway service areas into cultural hubs, enhancing the travel experience during the Spring Festival by integrating local traditions and heritage into their services [1][11]. Group 1: Cultural Activities - The service areas feature hands-on experiences with traditional crafts such as paper-cutting and embroidery, allowing travelers to engage with local culture [3][11]. - Various service areas have hosted performances of traditional music and drama, including the Lanzhou North service area, which showcased local folk songs and Sichuan opera, creating a festive atmosphere [5][11]. - The Wu Wei service area highlighted the "Year of the Horse" theme with lion dances and interactive cultural displays, enhancing visitor engagement [7][11]. Group 2: Culinary Experience - The Lanzhou beef noodles served at the service areas represent a significant cultural and culinary tradition, providing travelers with a taste of home and comfort during their journeys [9][11]. - The preparation of the noodles is a performance in itself, showcasing the skill and tradition behind this local delicacy, which resonates with travelers' longing for home [9][11]. Group 3: Overall Impact - The series of cultural activities organized by Gao Fu Group has elevated the role of service areas from mere rest stops to vibrant cultural exchange platforms, enriching the travel experience [11]. - This transformation reflects a broader trend in the industry, where service areas are evolving to offer more than just basic amenities, becoming integral to cultural dissemination and community engagement [11].

Core Viewpoint - JD Fresh successfully acquired the highly sought-after "head fish" from Chagan Lake for 1.69 million yuan, marking a significant cultural and commercial event that emphasizes the integration of traditional heritage with modern e-commerce practices [3][6]. Group 1: Auction and Cultural Significance - The "head fish" from Chagan Lake, a national intangible cultural heritage, symbolizes good fortune and has seen auction prices rise from tens of thousands to over a million yuan in recent years, reflecting growing public interest [3]. - JD's participation in the auction after 11 years highlights its commitment to cultural heritage, transforming the acquisition into a shared experience for users through an interactive online event [3][4]. Group 2: User Engagement and Experience - The winner, Mr. Zeng from Nanjing, expressed surprise and excitement upon winning, indicating the event's emotional impact and the effectiveness of JD's user engagement strategy [4]. - JD Fresh plans to host a live cooking event featuring renowned chefs to prepare the 38-pound fish, further enhancing user experience and engagement through real-time broadcasting [4]. Group 3: Strategic Partnerships and Product Offering - JD Fresh has secured a deal to purchase nearly 50% of Chagan Lake's fish production, establishing itself as the largest online sales channel for these products [6]. - Each fish is equipped with a unique "ID" to ensure authenticity and quality, supported by JD's logistics system that guarantees rapid delivery to major cities [6].

Core Insights - The micro-short drama "Kuo Shao Returns to Hometown" focuses on the emotional core of "brokenness and reconstruction," depicting the transformation of a returnee youth, Bai Weite, from a wealthy individual to a non-material cultural heritage inheritor through his engagement with Shaanxi folk songs and other intangible cultural heritages [3][5] Group 1: Cultural Significance - Shaanxi folk songs are described as a vital part of the cultural heritage of the Yellow River Plateau and a national-level intangible cultural heritage [5] - The drama innovatively transforms this ancient intangible cultural heritage into a modern micro-short drama format, aligning with the Ministry of Culture and Tourism's emphasis on systematic protection of intangible cultural heritage [5][9] Group 2: Production and Cast - The production involves notable figures including new-generation actors Xuan Hao and musician Han Xiaojiu, marking Han's debut in micro-short dramas [7] - The cast features a "star-studded" lineup of Shaanxi folk singers, with 83-year-old Bai Mingli serving as the artistic director and prominent folk song inheritor Luo Shengjun making a special appearance [7] Group 3: Release and Impact - "Kuo Shao Returns to Hometown" is set to premiere in early 2026 on platforms like Migu, aiming to create a dual dissemination effect of "drama + music" and enhance the cultural influence of tourism and intangible heritage [9] - The drama seeks to convey the value of "perseverance" in intangible heritage transmission, promoting a dynamic and engaging representation of cultural heritage rather than a static display [9]

Core Viewpoint - The article emphasizes the potential of integrating intangible cultural heritage (ICH) into the tourism and economic landscape of the Hengqin-Macau region, transforming it from a static display to an interactive and engaging experience for visitors [1][2][3] Group 1: Event Overview - The Fourth China (Macau) International High-Quality Consumption Expo and Hengqin World Bay Area Forum will take place from September 3 to 7, featuring a cultural tourism theme forum on September 4 [1] - The event aims to explore how ICH can be made more accessible and engaging, moving beyond traditional exhibition formats [1] Group 2: Cultural Integration and Economic Opportunities - Yang Mingxia, Deputy Director of the Beijing Institute of Intangible Cultural Heritage, suggests treating ICH as a "super interface" that can connect with various modern elements such as nightlife, performances, and digital media [1][2] - Successful examples of ICH integration include the "Bamboo Town Lights Up the Great Wall" event in Anji, which attracted 32,000 visitors and generated significant social media engagement [2] - The article highlights the unique cultural and institutional advantages of Macau and Hengqin, which can facilitate cross-cultural collaborations and promote ICH on a larger scale [2][3] Group 3: Role of Celebrities and Market Expansion - The involvement of celebrities as "cultural ambassadors" can enhance the visibility and appeal of ICH, with tailored collaborations to promote various traditional crafts [3] - Yang emphasizes that ICH should be viewed as a future asset rather than a relic of the past, advocating for its transformation into interactive and marketable cultural units [3] - The potential for creating a new economic ecosystem through ICH is significant, particularly in the context of the Greater Bay Area and its international connections [3]

Core Insights - The 9th China Chengdu International Intangible Cultural Heritage Festival was held from May 28 to June 3, showcasing the integration of traditional crafts with modern e-commerce through Douyin's live streaming and sales initiatives [1] - Douyin e-commerce reported significant growth in sales of intangible cultural heritage products, with transaction volume exceeding 4 billion yuan during the festival [1] - The platform's initiatives have led to a 64% increase in product submissions related to intangible cultural heritage and a 105% increase in content shares over the past year [1] Douyin E-commerce Performance - During the festival, 152 intangible cultural heritage products achieved sales exceeding 1 million yuan, with overall sales increasing by 209% compared to the previous period [1] - The number of live streaming rooms dedicated to intangible cultural heritage products saw a 239% increase in transaction volume [1] - Douyin e-commerce's GMV (Gross Merchandise Volume) grew by 87% year-on-year, indicating a strong consumer engagement and shopping behavior [2] Product Highlights - The "Diverse Phoenix" embroidered shoes became a bestseller, with over 50,000 pairs sold on Douyin e-commerce [2] - Limited edition tea and water boiling silver pots crafted by national intangible cultural heritage inheritor Cun Fabiao sold out during a live streaming event, generating 1.86 million yuan in sales [3] - The platform has also supported the sale of small wooden carvings from Putian, with sales doubling year-on-year for these products [5] Marketing and Promotion Strategies - Douyin e-commerce has launched special support initiatives to help intangible cultural heritage inheritors and brand enterprises expand their market reach [2] - The platform encourages more engaging storytelling around intangible cultural heritage through interactive topics and dedicated live streaming sessions [5] - The ongoing "Intangible Cultural Heritage Products on Douyin" campaign aims to enhance visibility and sales for these unique products during major promotional events like the 618 shopping festival [5]

Core Viewpoint - Luckin Coffee collaborates with the 9th China Chengdu International Intangible Cultural Heritage Festival, launching products that integrate traditional cultural elements and techniques [1][2] Group 1: Collaboration and Product Launch - Luckin Coffee is the official partner of the 9th China Chengdu International Intangible Cultural Heritage Festival, introducing co-branded products such as "Light Milk Tea · Fresh Brewed Light Gardenia" [1] - The collaboration features packaging and merchandise that incorporate elements from Sichuan's intangible cultural heritage, including Shu Brocade, Shu Embroidery, Chengdu Silver Flower Wire, Chengdu Lacquer Art, and Tibetan Weaving [1][2] - A variety of themed peripheral products will be launched, including collectible albums, blind bag cards, and metal badges, to narrate the story of intangible cultural heritage [2] Group 2: Engagement with Cultural Heritage - Luckin Coffee has obtained authorization from multiple intangible cultural heritage inheritors, allowing consumers to scan QR codes on packaging to learn more about the heritage techniques and the artisans behind them [2] - Notable inheritors include Hu Guangjun, a representative inheritor of the national intangible cultural heritage Shu Brocade weaving technique, and Yang Huazhen, a representative inheritor of Tibetan weaving and embroidery [2]