Chinese New Year: Cultural Heritage Shines in Guangzhou

Lanterns and blossoms celebrating Chinese New Year.

On January 26, 2026, the festivities of the Spring Festival were significantly highlighted with the launch of the "Intangible Cultural Heritage Celebrating the Spring Festival: A Taste of Chinese New Year" theme promotion and the Intangible Cultural Heritage New Year Shopping Month in Guangzhou, Guangdong Province. This vibrant event saw the attendance of esteemed officials including Rao Quan, the Deputy Minister of Culture and Tourism, and Hu Jinjun, a member of the Standing Committee of the Guangdong Provincial Party Committee and Minister of Propaganda.

As the centerpiece of the Intangible Cultural Heritage New Year Shopping Month, this initiative showcased a rich array of intangible cultural heritage products from various regions while also unveiling supportive measures for preserving these cultural treasures in Guangzhou. The "Intangible Cultural Heritage Trend Market" featured several exhibition areas such as "A Taste of Chinese New Year," "Fashion Renewed," and "National Style Treasures." Here, visitors could explore and purchase over 130 representative intangible cultural heritage projects sourced from 15 provinces, regions, and cities across China, including Hong Kong and Macau.

Notably, inheritors of intangible heritage took part in live broadcasts to promote and sell exceptional products, sharing their stories about the importance of protecting and transmitting these unique cultural legacies. The New Year Shopping Month is set to continue until March 3, offering an extensive range of intangible cultural heritage products, travel itineraries, and experiential services specifically designed for the Spring Festival. The aim is to transform intangible cultural heritage into a new hotspot and driving force for innovative consumption.

The event also marked the launching of the 2026 thematic promotion: "Intangible Cultural Heritage Celebrating the Spring Festival: A Taste of Chinese New Year." During the Spring Festival, various localities will engage in a series of special activities themed around "Lighting Up China," "Family Joy with Food," and "Celebrating the New Year at the Intangible Heritage Museum." These activities aim to provide fresh consumption experiences connected to intangible cultural heritage, contributing to a vibrant and joyful festive atmosphere.

Alongside these initiatives, the "Intangible Cultural Heritage Celebrating the Spring Festival: The Flavor of My Hometown" video live-streaming event was launched. This event is a collaborative effort between the Central Cyberspace Administration of China’s Internet Communication Bureau and the Ministry of Culture and Tourism’s Intangible Cultural Heritage Division, further enhancing the reach and appreciation of Chinese cultural heritage.