January 26 saw the launch of the "Intangible Cultural Heritage Celebrates the Spring Festival" themed activity and ICH New Year Shopping Month in Guangzhou. Sponsored by the Ministry of Culture and Tourism’s ICH Department and others, the event gathered over 130 ICH projects from 15 Chinese provincial-level regions plus Hong Kong and Macao, creating a Spring Festival cultural consumption feast with appreciation, experience, tasting and shopping elements.
The main venue’s three exhibition areas featured ICH food, costumes and trendy cross-border products. Seven Hong Kong and Macao ICH projects joined the exhibition, highlighting Greater Bay Area cultural kinship. Lion dance, Yingge dance and other shows were staged at the launch, with young inheritors showcasing ICH vitality.
A series of favorable measures were released, including various ICH travel routes and Spring Festival events. The shopping month runs until March 3 with a themed dialogue to be held. Around Lantern Festival, nearly 100 cultural and tourism professionals from 20 countries will visit Guangzhou, boosting Spring Festival consumption and cultural exchanges via ICH.