China Yiwu cultural fair to showcase intangible cultural heritage

Creative cultural items from Zhoushan, Zhejiang province, were displayed at the 16th China Yiwu CulturalYiwu Cultural and Tourism Products Trade Fair held in September 2021 in September 2021. Two national events are expected to promote that development as traditional handicrafts and creative cultural products appeal to the general public.

The Ministry of Culture and Tourism held a news conference in Beijing on Wednesday, announcing the schedules and preparations of two major events.

The Intangible Cultural Heritage Brand Summit will be held in Guangzhou, Guangdong province from Thursday to Saturday, the 17th China Yiwu CulturalYiwu Cultural and Tourism Products Trade Fair will kick off in Yiwu, Zhejiang province on March 31 and run through April 2.

At the Intangible Cultural Heritage Brand Summit, there will be an exhibition of about 35 traditional craft brands, focusing on protection, inheritance and development of China's intangible cultural heritage brands. Other exhibitions will showcase innovative traditional craft brands and their exquisite products.

It is the first time that a performance about intangible cultural heritage will be held during the conference. There will be themed forums and traditional costume exhibitions.

A total amount of 300 million yuan $43.55 million is expected to be organized from 10 intangible cultural heritage corporations to sign cooperative agreements with partners, and will highlight the market value of intangible cultural heritage, says Liu Yumei, head of the Guangzhou bureau of culture, radio, television and tourism.

It is important to utilize the unique role of intangible cultural heritage in enhancing cultural identity. She says representatives from Hong Kong and Macao will participate in the conference, through which exchange and cooperation will be strengthened among the Guangdong-Hong Kong-Macao Greater Bay Area.

With an exhibition area of more than 60,000 square meters, the China Yiwu CulturalYiwu Cultural and Tourism Products Trade Fair has over 3,300 booths in eight themed pavilions in the fields of leisure and creative life, esports and animation this year.

There will be 160,000 items displayed, an increase of 7 percent compared to last year. More than 30,000 professional buyers and visitors are expected to go to the exhibition.

Ten different activities will be held during the trade fair to satisfy the diversified demands of people, including a spring tourism promotional event, a coffee festival and the 2023 China Tourism Commodities Competition.

The trade fair will showcase the applications of new technologies such as naked-eye, three-dimensional and augmented reality facilities in cultural and tourism scenes, offering customers a unique experience. They can sip coffee in the exhibition hall, while feeling like they're sitting among mountains thanks to the virtual reality scene.

The trade fair has led the development trend in the domestic cultural and tourism industry, attracting a large number of companies in the industry, says Luo Xiaojun, deputy mayor of Yiwu.

He says it has also provided Yiwu's market with more access to new industry products, technologies and information, promoting the update of market products. It has spawned new professional exhibitions, which have a significant impact on Yiwu's economic, social and industrial development.