逛庙会，是许多人过年必不可少的仪式感。今年春节，笔者陪同家人来到了北京西城厂甸庙会。作为拥有四百多年 历史的国家级非遗"文市"庙会，不仅没有在岁月中老去，反而在这个马年春节，成了年轻人扎堆奔赴的"心头好"。 市民游客在厂甸庙会游玩。 读懂情绪价值，老字号也能"潮"起来 "遗脉相承老北京"巡游、"宣南名士送福团"快闪每日不定时上演，身着古装的NPC财神爷随机与游客互动问答，送 出福字与好运。投壶、写福字、猜灯谜等传统游戏摊位前更是人头攒动，笑声、掌声、喝彩声交织，古老的民俗在 烟火气中真正"活"了过来。 厂甸庙会设置了"伯乐来了——寻找厂甸马騳骉"活动。 此外，庙会还专门设置了"伯乐来了——寻找厂甸马騳骉"活动，让大家沿街"寻马"。主办方精心策划，将66匹源自 历代文物名画的艺术骏马"藏"于琉璃厂街巷各处。市民游客只需在街头公告板免费领取《丙午骏马艺术图鉴》，便 可手持图册，沿着青砖古道开启寻"马"之旅，在打卡解锁中读懂中华尚马文化的深厚底蕴。 "马上有戏"专区，皮影戏、双簧、穆派戏法等非遗项目每日上演。与传统剧场不同，这里的表演结束后，观众可以 上台与演员互动，甚至亲手操作皮影。几位刚体验完皮影戏的小姑娘兴奋 ...

值得关注的是，为了增强体验感，琉璃厂东西街专门设置了"伯乐来了—寻找厂甸马騳骉"活动，让大家 沿街"寻马"。据介绍，沿街"藏"有66匹源自历代文物名画中的"骏马"和众多马元素，市民游客只需前往 街头公告板处，免费领取寻宝图册，就可以手持《丙午骏马艺术图鉴》，开启一场妙趣横生的"寻马"之 旅了。 姚江胡同则主打传统民俗互动，每天两场书法家写福送福（10点至11点、14点至15点），同步开放汉服 换装拍照与投壶游戏。荣宝斋一层与火神庙二殿内，金氏风筝扎制技艺、北京彩塑、传统香制作技艺 （药香制作技艺）等24场"马上亲手做"体验活动有序开展，非遗传承人现场指导，市民可通过提前预约 报名免费参与。 2月8日至16日，琉璃厂东西街每日将上演"宣南往士"主题巡游快闪，宏宝堂同期举办"骉"主题迎新展 与"马上有余"金鱼展，"百年厂甸"文化展、"驰墨骋怀：徐悲鸿的马上乾坤"艺术展、"祥瑞拓影 古马驰 昨天 上午，2026年厂甸庙会小年预热活动正式启动。 本报记者 方非摄 前"藏马主题拓片展、"戏马丹青"油画艺术展也将陆续精彩亮相。 本报讯（记者 张骜）昨天上午，"春风跃马 非遗暖韵——当非遗遇见非遗" 2026年厂甸庙会小年 ...

（来源：千龙网） 资料来源：西城区文物保护管理中心官方公众号 新京报制图/许英剑 "春风跃马 非遗暖韵——当非遗遇见非遗"2026年厂甸庙会小年预热活动，于2月8日至16日在北京琉璃厂东西街及火神庙、姚江胡同等核心区域举行。该系 列活动由北京市西城区文物保护管理中心、西城区文学艺术界联合会联合主办。 现场赠送书法家手书"福"字 据悉，2月8日-10日为集中活动期，包括33项非遗项目、24场手作体验、10场特色展演，旨在通过"定点呈现+流动展示"方式，提前营造马年新春氛围，也为 春节厂甸庙会正式启幕预热造势。预热期间，还将举行"伯乐来了—寻找厂甸马騳骉"线上和线下活动。 作为百年厂甸庙会的前奏序曲，本次预热活动聚焦"非遗活态传承"与"市民深度参与"两大核心。活动首日，中国书店门前小广场举办了启动仪式，现场向市 民代表赠送书法家手书"福"字，发布厂甸庙会主题曲，同时原创京剧《龙马献福》、舞蹈《万马奔腾》等节目也将集中呈现。 每日上演"宣南往士"主题巡游快闪 2月8日-16日，琉璃厂东西街每日将上演"宣南往士"主题巡游快闪，宏宝堂同期举办"骉"主题迎新展与"马上有余"金鱼展，"百年厂甸"文化展、"驰墨骋怀： 徐悲鸿 ...

厂甸庙会作为承载老北京民俗记忆的国家级非物质文化遗产，迄今已经拥有400多百年历史。2026年厂 甸庙会小年预热活动于2月8日正式启幕。本次活动以"春风跃马 非遗暖韵——当非遗遇见非遗"为主 题，让厂甸庙会这一经典非遗项目，与京剧、北京皮影戏、双簧、金属锻錾、北京刻瓷以及荣宝斋、戴 月轩等老字号数十项非遗技艺、非遗展演相遇相融，匠心打造一场沉浸式非遗文化盛宴，为马年新春注 入醇厚文化暖意和别样韵味。 启动仪式于10点在中国书店（琉璃厂店）门前小广场准时开始，锣鼓点清脆、皮黄声响起，开场舞蹈 《万马奔腾》气势如虹，一段原创京剧《龙马献福》让在场戏迷大呼过瘾，多个原创节目通过不同的形 式，充分展示了马年元素，更让非遗技艺在热闹氛围中焕发出新活力。此外，张一元的"马上暖心茶"， 带来别样的参与感和阵阵暖意。 与此同时，更多体验活动陆续展开，为市民游客提前营造马年新春氛围，也为春节厂甸庙会正式启幕预 热造势。 厂甸庙会因文市而闻名京城，位于琉璃厂地区这一文人雅士汇集之地，也让这里的活动多了一丝文气。 活动首日，市民在欣赏节目之余，收到了书法家们手写的"福"字，各类精心设计的非遗体验活动，也让 小年活动不只局限于吃吃喝 ...

转自：北京青年报客户端 2月8日，由北京市西城区文物保护管理中心、西城区文学艺术界联合会联合主办的"春风跃马 非遗暖韵——当非 遗遇见非遗"2026年厂甸庙会小年预热活动启动。据悉，活动将持续至16日，覆盖琉璃厂东西街及火神庙、姚江胡 同等核心区域。 2月8日-10日为集中活动期，33项非遗项目、24场手作体验、10场特色展演，旨在通过"定点呈现+流动展示"方 式，提前营造马年新春氛围，也为春节厂甸庙会正式启幕预热造势。预热期间，还将举行"伯乐来了—寻找厂甸马 騳骉"线上和线下活动。 2月8日-10日，火神庙将变身非遗体验主阵地，"非遗立方首店"将集中展示并首发内联升布鞋、瑞蚨祥丝绸等非遗 老字号文创新品；"马上有戏"专区每日上演皮影戏（北京皮影戏）、双簧、穆派戏法等非遗项目展演，"马上甜 蜜"专区首次联动北京坊巧克巧蔻-巧克力博物馆来到现场为大家送上甜蜜祝福，同时还供应徐福记、德芙等品牌 糖果，价格惠民；火神庙内还将开展飞花令、猜谜等互动游戏，市民凭"银票通"（通过对诗、问答获取）可兑换 文创礼品。姚江胡同则主打传统民俗互动，每天两场书法家写福送福（10:00-11:00、14:00-15:00），同步开放 ...

Group 1 - The preheating activities for the Little New Year at the Factory Dian Temple Fair officially started with the performance of the original Peking opera "Dragon Horse Offering Blessings" and other programs showcasing elements of the Year of the Horse [1] - Various non-material cultural heritage experience activities were organized, including the display of traditional crafts and interactive games, enhancing the festive atmosphere beyond just food and drink [1] - The event features themed exhibitions and performances, such as the "Biao" themed New Year exhibition and the "Horse and Fish" goldfish exhibition, along with art exhibitions related to Xu Beihong and horse themes [1] Group 2 - A special activity called "Bole is Here - Finding the Factory Dian Horse" was set up to enhance the experience, where participants can search for 66 horses hidden along the street, inspired by historical artworks [2] - Participants can obtain a treasure map for free at the street bulletin board to embark on a fun "horse-seeking" journey [2] Group 3 - Citizens can check the details of the activities and make reservations through the official WeChat account of the Xicheng District Cultural Relics Protection Management Center [3]

Core Points - The 2025 Beijing International Intangible Cultural Heritage Week opened on October 17, featuring participants from over 60 countries and regions, showcasing nearly 10,000 exhibits under the theme "Intangible Heritage and a Better Life" [2][3] Group 1: Event Overview - The event runs from October 17 to 21 and includes four main segments: opening ceremony, international intangible heritage exhibition, intangible heritage dialogue, and heritage market [3] - The opening ceremony, themed "Wind, Elegance, and Praise," highlights the concept of "each beauty is beautiful, and beauty is shared" [3] Group 2: Exhibits and Cultural Exchange - The exhibition features diverse intangible cultural heritage items, such as Malaysia's "Kebaya" traditional attire and Georgia's textile pieces inspired by ancient murals [3] - A notable piece is a 2.6-meter-long glass "Nine-Dragon Wall," showcasing traditional Chinese architectural culture [3] Group 3: Integration into Daily Life - The event aims to integrate intangible heritage into daily life, creating immersive experiences for visitors [4] - Various cultural food items from different countries are presented, such as Turkish kebabs and Sri Lankan tea, alongside local Beijing specialties [4] Group 4: Tourism and Engagement - During the event, the Beijing Municipal Bureau of Culture and Tourism launched 10 themed tourism routes along the Grand Canal, promoting the charm of intangible heritage [5] - The "Intangible Heritage Dialogue: Co-creating Life" event gathered experts and representatives from various countries to discuss sustainable strategies for heritage transmission [5] Group 5: Innovation and Digital Engagement - The "Intangible Heritage Development Co-creation Camp" was initiated in collaboration with Douyin, focusing on sustainable solutions for heritage promotion [6] - The event emphasizes the need for innovative expressions to engage younger audiences and transform intangible heritage into a contemporary cultural force [6]

Core Points - The 2025 Beijing International Intangible Cultural Heritage Week opened on October 17, attracting hundreds of inheritors and nearly 10,000 exhibits from over 60 countries and regions worldwide, running until October 21 [1] Group 1: Event Overview - The event features four main components: opening ceremony, international intangible cultural heritage exhibition, heritage dialogue, and heritage market, creating an immersive experience of cultural heritage [3] - The "Intangible Heritage Craftsmanship: Renewing Life" exhibition showcases various traditional crafts, including Malaysian "Kebaya" attire, Georgian textiles, Hungarian masks, and Mexican wood carvings, highlighting the cultural narratives behind each piece [3] - The "Intangible Heritage Splendor: Blooming Life" opening ceremony includes performances from various countries, such as the harmonious blend of Guizhou's Dong folk songs and Georgian polyphony, symbolizing a dialogue between different civilizations [4] Group 2: Cultural Exchange and Innovation - The "Elegant Green" segment features a contemporary dance interpretation of the famous Chinese painting "A Thousand Li of Rivers and Mountains," integrating multiple intangible heritage techniques to create a dynamic aesthetic experience [6] - The heritage market at the Urban Green Heart Forest Park offers a variety of cultural experiences, including Turkish kebabs, Sri Lankan tea, and Argentine mate, while showcasing Beijing's intangible cultural heritage through local delicacies and crafts [6][8] - The "Intangible Heritage Dialogue: Co-creating Life" event gathered experts and inheritors from multiple countries to discuss the global dissemination and sustainable ecology of intangible heritage [8] Group 3: Future Vision - The event aims to transform intangible heritage from being merely protected to being actively needed and participated in, emphasizing its contemporary relevance and vitality [8]

Core Insights - The company Neiliansheng is diversifying its business by entering the coffee market, aiming to attract younger consumers and modernize its brand image [1][2][3] Group 1: Business Strategy - Neiliansheng's entry into the coffee market is part of a broader strategy to integrate cultural elements into everyday consumer experiences, appealing to the preferences of younger consumers [1] - The coffee shop, named "Danei Gongbao," is linked to the brand's historical narrative, enhancing consumer engagement through storytelling [2] - The coffee business has shown promising profitability since its opening in 2022, with significant growth potential as operational models are optimized [2] Group 2: Brand Image and Consumer Engagement - The introduction of the coffee shop has led to an increase in online search volume for Neiliansheng's shoe products and a higher proportion of young customers in physical stores [2] - The establishment of the "Neifu Academy" reading space within the coffee shop allows customers to explore books related to traditional crafts and the brand's history, enhancing the overall consumer experience [3] - This multi-faceted approach not only attracts new customers but also revitalizes the brand, creating a modern image while preserving its cultural heritage [1][3]