Shopping month revival aims to boost cultural consumption

Coinciding with the traditional Chinese solar term Guyu (Grain Rain) on Sunday, the second quarter's Intangible Cultural Heritage Shopping Month revival launched in Changxing county, Huzhou in East China's Zhejiang province.

The event is part of the yearlong ICH Treasures, National Trend Revival campaign to promote cultural consumption.

The shopping month features diverse activities nationwide that integrate local ICH resources with regional cultural characteristics.

The program showcases time-honored brands and classic domestic products along with collaborative works between heritage inheritors and contemporary designers. It highlights creative ICH products incorporating trendy design elements.

Through publishing ICH-themed travel routes, check-in locations, and spring outing maps, the initiative encourages consumers to follow ICH on their journey.

Various regions will combine music, cuisine and folk customs to create immersive shopping experiences, according to the organizers.

The event explores innovative consumption scenarios by blending traditional crafts and performing arts with cutting-edge technologies like artificial intelligence to create new virtual-physical experiences.

The campaign aims to facilitate ICH's creative transformation and innovative development and promote its integration with multiple sectors including tourism, cultural creativity, and digital technology.

The shopping month forms part of China's broader strategy to revitalize traditional culture through modern commercial channels while meeting consumers' growing demand for quality products and experiences.

Local governments across the country are expected to roll out their distinctive versions of the program throughout the spring.