Core Viewpoint - The "Gannian" custom in Wufeng, Hubei Province, is experiencing a revival, blending traditional practices with modern elements to attract community participation and promote local culture and products [1][4]. Group 1: Cultural Significance - The "Gannian" custom originated during the Ming Dynasty when soldiers celebrated the New Year early before heading to battle against Japanese pirates [2]. - The event features traditional activities such as drum performances, making rice cakes, and solving lantern riddles, showcasing the rich cultural heritage of the Tujia ethnic group [2][5]. Group 2: Community Engagement - Local residents and community workers actively participate in the festivities, creating a vibrant atmosphere that fosters community spirit [2][4]. - The event aims to become a cultural feast that encourages widespread participation and strengthens community bonds [6]. Group 3: Modern Integration - The integration of modern elements, such as live streaming by influencers to promote local specialties like Tujia cured meat and highland tea, helps to reach a broader audience [4]. - The use of contemporary methods to present traditional customs has successfully attracted younger generations, enhancing the appeal of the "Gannian" celebration [4][7].