非遗年轻化破圈，需借丰富场景拓宽边界。数字技术与文旅融合的深度联动，为非遗传播开辟立体化路 径。非遗年货购物月期间，非遗代表性传承人走进云端直播间，以专场带货、技艺演示相结合的形式， 让非遗突破地域限制、触达更广泛人群。广东发布10条非遗年俗旅游线路，串联全省优质非遗资源与文 旅地标、自然景观、民俗村落，搭配文旅消费券，实现"文化传播+消费活力"双向赋能。从线下市集的 烟火气到云端传播的广覆盖，从静态观赏到互动体验，多样化场景让非遗真正融入日常、浸润人心。 当古老技艺对接现代审美、青年力量赋能文化传播、数字技术拓宽展示边界，非遗文化便能焕发蓬勃生 机，让每个人在品味年味中触摸文化根脉，让中华优秀传统文化在新时代绽放光彩、浸润人心。 非遗年轻化破圈，需在技艺表达上守正创新。传统技艺是非遗的根脉，创新表达则是其焕发生机的关 键。广州花城广场非遗市集上，香云纱打破传统面料的应用局限，跨界转化为潮流配饰、卡通手办，以 时尚形态深受人们喜爱。佛山木版年画传承人深耕古法技艺，坚守丹红主色、刚劲线条的经典特质，将 现代吉祥寓意与传统纹样巧妙融合，让古老年画适配当代审美、走进寻常生活。这种"守得住本源、创 得出新意"的转化， ...

8岁的醒狮传承人林熙悦跟着醒狮国家级非遗代表性传承人赵伟斌舞动狮头，7岁的"英歌小女孩"庄恩琪 与8岁的"萌蛇小将"陈楷铭联袂演绎英歌舞……春节前夕，2026年"非遗贺新春·寻味中国年"主题推广暨 非遗年货购物月活动在广州启幕，来自15个省（区、市）及香港、澳门的130余个非遗代表性项目、60 余名非遗代表性传承人，用一场热闹的非遗赶潮集，回答着那个被反复追问的问题：非遗，要怎样走进 年轻人的心里？ 在"非遗赶潮集"的集市上，三大展区各有特色，其中，"寻味中国年"展区最是热闹。各地非遗美食与广 东本土年俗小吃在此汇聚，卤香、酥香、甜香交织在一起，"舌尖上的中国年味"在此起彼伏的吆喝声里 具象化。 各类非遗文创齐聚的"国风潮好物"展区里，手作摆件、国风饰品、新年礼饰琳琅满目。在广州榄雕的摊 位上，榄雕的国家级非遗代表性传承人曾昭鸿与市级非遗代表性传承人曾宪鹏，现场全程展示榄雕创作 过程，让大家沉浸式感受这项非遗技艺的独特魅力与匠心创意。 为了贴合年轻人的喜好与审美，摊位负责人特意带来多款饰品与文创作品，既有还原语文课本经典场景 的《核舟记》复刻品，又有融入马年美好寓意的"稳步向前"挂饰、手串，还有斩获省级创意大 ...

刘钟萍在制作佛山木版年画。 受访者供图 以四川绵竹年画为设计元素制作的文创产品。 四川绵竹年画博物馆供图 游客在天津杨柳青古镇感受年画艺术。 田 建摄 或形象直观，或造型夸张，或简洁传神……一张张风格各异、内容多样的年画，承载着祈福纳祥的愿 景，表达着人们的美好向往与追求。如今的年画早已突破了一幅画的范畴：有的年画提供可步入、可触 摸的新体验；有的年画跨界"出圈"，成为潮流文创；还有的年画存入云端，实现数字化传承……科技与 创意助力古老年画绘出"向新力"，也为其他非遗项目传承发展积累可供借鉴的经验。 ——编 者 新体验 在杨柳青古镇，步入"流动的年画" 本报记者 李家鼎 行走在天津西青区杨柳青古镇，熙熙攘攘，灯影婆娑，游客步入了一幅"流动的年画"。 一名少年在人群中穿梭，逢人便问："您可看到一个身着红衫的姑娘？她叫白俊英。" 白俊英是谁？正是杨柳青木版年画传说故事中的经典角色。不久前，一场名为《寻找白俊英》的沉浸式 实景戏剧在杨柳青古镇上演。游客跟随"少年安雪"穿梭于戏台、街角、画坊之间，在互动中揭开国家级 非物质文化遗产代表性项目杨柳青木版年画背后的故事。 如何让游客入画不出戏？青砖黛瓦为景，流光溢彩作画， ...

上海 豫园灯会亮灯 点亮沪上年味 26日晚，2026上海豫园新春灯会正式亮灯。位于中心广场的生肖主灯组"骏驰九州，步步生花"以"盛唐六骏"为灵感，融合洛阳博物馆馆藏元 素，六匹马姿态各异，在光影中栩栩如生。 1月28日是腊月初十，春节的倒计时节奏已经在热闹的街巷集市之间，徐徐开篇。年味渐浓是长街悬起千盏灯，霓虹绣满不夜城。 游客 代金艺：看见这个场面就特别震撼，看到天马的翅膀还会动。一群马很澎湃，看起来很有活力，比较有动力那种感觉。 河北辛集 新春灯会点亮主灯预热 吸引八方来客 河北辛集新春灯会将于2月10日到3月4日举办。 26日晚，润泽湖公园点亮了"金鹿女神"主灯进行预热。本届灯会采用"一园多区、全域联动"布局，主会场设在润泽湖公园。 在辛集国际皮革城设分会场，在高速口、高铁站等重要城市节点同步布灯，营造"入城即入园"的浓厚节日氛围。 广东广州 非遗市集迎新春 传统技艺焕发新活力 春节临近，多地年货大集火热开市，不少"非遗"年货备受消费者青睐。广东多地举办丰富多彩的非遗主题活动，让市民游客在体验传统技艺、 品味特色文化中，迎接农历新年的到来。 这两天，一个汇聚了全国各地非遗精品的市集在广州正式开市。市集设 ...

Group 1: Market Trends and Consumer Behavior - The annual market in Qingxian, Hebei, has a history of several hundred years and features a variety of products including agricultural goods, snacks, imported fruits, and daily necessities, reflecting a growing festive atmosphere as the Lunar New Year approaches [1] - The market operates on specific lunar calendar dates, attracting thousands of visitors daily, including local residents and external vendors, due to its strategic location along the Beijing-Hangzhou Grand Canal [5] - The variety of fruits available has expanded significantly, with cherries from South America becoming a hot-selling item, indicating an increase in consumer purchasing power and preferences for diverse products [7] Group 2: Cultural and Traditional Products - New flavors of traditional food items, such as handmade yuanxiao, are gaining popularity among younger consumers, showcasing a blend of traditional and modern tastes [9] - The market's offerings reflect a vibrant cultural scene, with local specialties and traditional crafts being well-received, enhancing the festive atmosphere and consumer engagement [16][20] - In Guangdong, a market featuring intangible cultural heritage products has opened, attracting over 60 representatives to showcase and sell their crafts, indicating a revival of traditional skills and consumer interest in heritage products [20][22] Group 3: Regional Highlights and Sales Performance - In Qingdao, seafood markets are thriving, with prices for certain shellfish lower than the previous year, indicating a competitive market environment and consumer demand for affordable options [24] - Customized seafood gift boxes are being offered to cater to diverse consumer needs during the festive season, enhancing the market's appeal [26] - In Anhui, the production of Huangshan sesame cakes has ramped up, with sales exceeding 40 million units this year, reflecting a 10% year-on-year increase, showcasing the product's popularity and successful distribution channels [31]

Group 1: Non-material Cultural Heritage Promotion - The "Non-material Cultural Heritage New Year Celebration: Taste of Chinese New Year" event was launched in Guangzhou, featuring a market showcasing non-material cultural heritage products from across the country [1] - The non-material heritage market at Huacheng Square in Guangzhou includes three core exhibition areas: food tasting, clothing and accessories, and national trend cultural creations, with participation from over 130 representative projects and more than 60 inheritors from 15 provinces and regions, including Hong Kong and Macau [3] - The "Non-material Heritage New Year Shopping Month" will last until March 3, coinciding with traditional festivals like the Spring Festival and Lantern Festival, aiming to enrich the cultural product supply during the festive season [7] Group 2: Economic Impact and Consumer Trends - Since 2025, the "Non-material Heritage Goodies National Trend Renewal - Four Seasons Non-material Heritage Shopping Month" has led to over 31,000 promotional events across the country, stimulating consumption and making non-material heritage a new hotspot for innovative consumer experiences [9] - In Shandong Heze, the cultivation of peony flowers has been successfully adapted to winter through greenhouse technology, resulting in a supply of over 100 million peony stems annually, with a market value exceeding 1 billion yuan [12] - In Hebei Zhuozhou, the butterfly orchid market is thriving, with over 200 varieties and more than 200,000 plants available for the New Year flower market [14] Group 3: Local Market Initiatives - In Chongqing Wuxi, a New Year goods market is integrating an old-for-new policy, featuring local agricultural products and various cultural activities to enhance consumer engagement [17] - In Zhejiang Wenzhou, a local specialty carnival combined with a basketball league is creating a new consumption scene, offering over 3,000 local products and establishing a direct online sales channel for agricultural products [21] - In Jiangsu Pizhou, the cold weather has spurred demand for heating products, with a reported growth rate of 23% to 27% in sales of heating facilities, driven by new consumer subsidy policies [25][27]

Group 1: Non-material Cultural Heritage Promotion - The "Non-material Cultural Heritage New Year Celebration: Taste of Chinese New Year" event was launched in Guangzhou, featuring a market showcasing over 130 representative projects from 15 provinces and regions, including Hong Kong and Macau [1] - The event includes three core exhibition areas: food tasting, clothing and accessories, and national trend cultural creations, with participation from over 60 inheritors of non-material cultural heritage [1] - The "Non-material Cultural Heritage Shopping Month" will last until March 3, coinciding with traditional festivals, to enhance the supply of quality cultural products during the Spring Festival [1] Group 2: Seasonal Flower Market Trends - Since 2025, the "Non-material Cultural Heritage Goodies National Trend Renewal - Four Seasons Non-material Cultural Heritage Shopping Month" has led to over 31,000 promotional events, stimulating consumption and creating new market dynamics [3] - In Heze, Shandong, peony flowers are being cultivated in greenhouses to simulate spring conditions, allowing for winter sales, with over 100 million peony stems produced annually, generating over 1 billion yuan in annual output value [6][4] Group 3: Local Market Innovations - In Chongqing, a New Year goods market is integrating an old-for-new policy, featuring local agricultural products and cultural performances to enhance consumer engagement [12] - In Wenzhou, a local specialty carnival is combined with a basketball league to create a new consumption scene, offering over 3,000 local products and establishing a live-streaming channel for agricultural products [14] - In Pizhou, Jiangsu, the cold weather has boosted demand for heating products, with a reported growth in sales of heating facilities by approximately 23% to 27% [21][19]

一晃学了6年，理想日渐丰满、现实日渐残酷，要靠年画养活自己并不容易。刘钟萍有些动摇了，可那 时她刚到清华大学参加了"非遗研培计划"的学习，"不好意思就这么跑掉"。学习过程中老师们传达的一 个理念此刻在她心里明朗——非遗传承最关键的一个字就是"用"，让传统技艺融入当代生活。 "年画还有什么用？"当别人再问起这个问题，刘钟萍试着反问回去，"你有什么愿望？因为年画自古以 来都承载着人们对美好生活的向往和各种各样的愿望"。有单身女性正在为"脱单"发愁，有带娃母亲希 望自己的孩子逢考必过，还希望自己多赚点钱。简单！这些年画里刚好都有：寓意"脱单"的喜神和合二 仙、逢考必过的考神、财源滚滚的财神……刘钟萍把传统的形象结合现代人的审美，重新包装成可爱又 喜庆的系列年画。 2025年春节是第一个"非遗版"春节。时间回到2024年12月4日，联合国教科文组织通过评审，宣布将"春 节——中国人庆祝传统新年的社会实践"列入人类非物质文化遗产代表作名录，现场一片欢腾。 "年画女侠"刘钟萍没想到，自己的人生即将迎来高光时刻——现场的中国代表团向各国祝贺者送出饱含 美好寓意的春节红包，上面印着的"金榜题名"年画正是出自刘钟萍之手。这一幕 ...

佛山木版年画是我国华南地区著名的民间年画，据史料记载距今已有600年到700年的历史，早在 2006年就被列入第一批国家级非物质文化遗产代表性项目名录。刘钟萍2014年开始拜师学习这项传统技 艺，如今的她一边守着师父留下的百年老铺，一边打造"解忧年画铺"子品牌，设计出"诸神复活"系列爆 款年画产品，让"解忧年画铺"成为年轻人口中"潮得很传统"的品牌，并由此开启了与其他品牌的合 作。"只有让更多人喜欢我们的品牌，不断提高品牌附加值，才能让这项古老技艺更好地传承下去。" 在清华大学美术学院教授陈岸瑛看来，目前在传统工艺类的非遗项目传承上，有两种值得关注的品 牌发展模式，一是品牌联名或集群模式，有助于解决非遗传承中零散、孤立的状态，抱团取暖、取长补 短，增强市场活力；二是母子品牌模式，母品牌常常为大师个人品牌，专注创作收藏级的精品，子品牌 往往面向年轻消费群体和日常生活，形成对母品牌的补充。 乔琳，乔氏珐华陶瓷传统手工技艺晋城市级代表性传承人，同样是"90后"，同样对非遗传承有想 法。"非遗品牌建设，最终要落在产品上。"乔琳说，他们坚持守正创新，比如在釉色上，从传统五色发 展到百余种颜色，还大胆突破，创造了新的美学 ...

Core Points - The event "New Power of Intangible Cultural Heritage - Cultural Bay Area: Brilliant Intangible Heritage of Guangdong-Hong Kong-Macao Greater Bay Area" opened on November 1 in Macau, showcasing the region's intangible cultural heritage [1][2] - The event features a thematic exhibition, interactive skill demonstrations, experience workshops, and sales of intangible cultural heritage creative products, highlighting over 50 representative intangible cultural heritage items from the Greater Bay Area [1] - The "New Power of Intangible Heritage" thematic exhibition will run from November 2 to March 15, 2026, at the Macau Museum, with four themes: "Lingnan Color," "Geometric Creation," "Musical Play," and "Beyond the Artistic Conception" [1] - Performances at the opening ceremony included Portuguese folk dance, Sha Tau Kok fish lantern dance, and Hakka lion dance, which received enthusiastic applause [1] Industry Collaboration - The "Macau Intangible Cultural Heritage New Generation Training Program 2025" graduation ceremony was also held, part of a cultural cooperation project among Guangdong, Hong Kong, and Macau [2] - The training program involved 30 students who participated in theoretical studies and field visits in Macau, Guangzhou, and Hong Kong, engaging with intangible cultural heritage inheritors [2] - Participants will also take part in the interactive skill demonstrations during the event [2]