市集带火新年货，乡村游有了新玩法，看剧观影成新年俗……这个春节，大众日报·大众新闻推出"齐鲁年味·消费新潮"系列报道，通过一个个 鲜活具体的故事，生动展现山东春节消费市场的新特点、新趋势。 赶年集，赶出新风尚 过去赶集，拼的是脚力；今年赶集，可能要拼网速。在邹平，当地供销社依托17处镇街的供销超市等销售渠道启动了"供销年货大集"，把直播 间搬进了大集现场。 在潍坊青州古城，一家按照二十世纪七八十年代供销社门市部场景还原的"供销社古城店"成了"网红打卡地"。有人排队进店买了一包怀旧包装 的桃酥，拍照发朋友圈："这个我在奶奶家见过。" 另一个有趣的现象是：大集，正在成为年轻人的"社交货币"。打开朋友圈、抖音、小红书等，春节前的关键词除了"年终总结""返乡"，还多 了"大集打卡"。有人晒糖葫芦，有人晒春联摊，还有人晒和非遗代表性传承人的合影。对很多年轻人来说，赶年集考虑的不是"家里缺什 么""过年要备什么"，而是"什么好吃""什么有意思""什么值得发一条朋友圈"。 非遗好物热销，年味打包带回家 2月17日，正月初一，大明湖畔热闹起来。数十个非遗手作、美食档口一字排开，舞龙队伍穿街而过，年味在人潮与锣鼓声中迅速升温。 ...

Core Insights - The integration of intangible cultural heritage (ICH) products into consumer scenarios has made them popular among young people as "New Year goods" for the Year of the Horse [2][3] Group 1: Sales and Market Trends - Sales of ICH-related products for the 2026 Spring Festival have increased by 187% year-on-year, with products themed around the Year of the Horse being particularly sought after [2] - The "post-00s" generation accounted for over 30% of the overall transaction volume in the New Year goods market, marking them as the fastest-growing consumer group [2] Group 2: Market Dynamics and Consumer Behavior - Traditional definitions of New Year goods have evolved, with young consumers prioritizing emotional value and cultural identity over mere practicality [3] - The number of stalls at the "Andong ICH Market" is set to increase from 12 to 20, indicating a growing interest in showcasing ICH projects to the public [3] Group 3: Interactive Engagement and Cultural Connection - Many ICH projects are utilizing immersive interactive experiences to establish deeper emotional connections with young consumers [4] - The "Tai'erzhuang Ancient Town" has introduced various interactive roles and tasks, allowing visitors to earn rewards that can be used for cultural and creative purchases [4] Group 4: Cultural Innovation and Product Development - The "Ma Biao Biao" cultural product, inspired by Qi Baishi's artwork, has gained popularity among young consumers, showcasing the successful transformation of classic IP into contemporary cultural goods [6] - The use of intangible cultural heritage techniques in creating products like "Ma Biao Biao" reflects a blend of traditional artistry with modern consumer preferences [6] Group 5: Industry Growth and Employment - Shandong province has established over 2,600 ICH workshops, leading the nation in the number of such establishments, and has over 1.2 million ICH enterprises and operators, employing more than 4 million people [7]

Core Viewpoint - The integration of intangible cultural heritage (ICH) into consumer markets is gaining momentum, particularly among younger demographics, as they seek unique and culturally significant products for the Lunar New Year celebrations [3][4][6]. Group 1: Market Trends - Sales of ICH-related products for the 2026 Lunar New Year have surged by 187% year-on-year, with products themed around the Year of the Horse being particularly popular [3]. - The "00s" generation accounts for over 30% of the total transactions in the New Year goods market, marking them as the fastest-growing consumer group [3][4]. Group 2: Consumer Behavior - The definition of New Year goods is evolving, shifting from essential items to products that express emotions and cultural identity, as younger consumers prioritize personal significance over mere practicality [6]. - Young consumers are increasingly interested in unique items such as Song brocade necklaces and traditional sauces, which serve as both gifts and personal expressions [4][6]. Group 3: Cultural Events and Engagement - The establishment of themed markets, such as the "Andong ICH Market," is designed to enhance cultural consumption experiences, with plans to expand the number of stalls from 12 to 20 to showcase more ICH projects [6][9]. - Interactive experiences, such as those at the Taierzhuang Ancient City, are being developed to create emotional connections between visitors and ICH, transforming static displays into participatory activities [8][9]. Group 4: Creative Products - The "Ma Biao Biao" creative product, inspired by traditional art, has become a popular item among young consumers, demonstrating the successful fusion of classic art with contemporary design [10][12]. - The sales of creative products related to the "Qi Baishi in Shandong" project have reached nearly 600,000 yuan, indicating a strong market for culturally infused merchandise during the festive season [12].

Group 1 - The article highlights the growing popularity of traditional crafts, specifically Suzhou's walnut carving, which is recognized as a national intangible cultural heritage [1] - The participation of local artisans in the Jiangsu Book Fair has increased, with over 20 non-heritage small shops showcasing their products, indicating a shift towards cultural consumption [1][2] - The sales performance of these small shops has improved, with products ranging from tens to thousands of yuan, appealing to a broader customer base beyond traditional collectors [1] Group 2 - The Jiangsu Book Fair has expanded its focus from primarily books to a broader cultural consumption model, incorporating various cultural and creative products [2] - The event has successfully created a closed loop of "cultural commerce," enhancing the overall experience for attendees, including interactive activities for children and food options [2] - The fair has attracted a diverse range of exhibitors, with careful selection based on sales performance and feedback from platforms like Xiaohongshu, indicating a strategic approach to enhancing the event's offerings [2] Group 3 - The East China crystal products have gained traction among young consumers, with personalized recommendations becoming a trend, showcasing the intersection of culture and consumer behavior [3] - The integration of traditional crafts like Song brocade into the fair has allowed for the expansion of new customer segments, demonstrating the effectiveness of the platform provided by the book fair [3] - Feedback from exhibitors has led to improvements in the layout of the event, resulting in increased foot traffic and sales, highlighting the importance of adaptability in event management [3]