Cultural Heritage Celebration Launches Chinese New Year in Guangzhou

Lanterns and blossoms celebrating Chinese New Year.

On January 26, 2026, Guangzhou, the vibrant capital of Guangdong Province, kicked off a special event titled "Intangible Cultural Heritage Celebrates the New Year: Savoring the Chinese New Year". This launch marks the beginning of the Intangible Cultural Heritage New Year Shopping Month, an initiative aimed at highlighting China's rich cultural traditions. Notable attendees included Rao Quan, Vice Minister of the Ministry of Culture and Tourism, along with Hu Jinjun, a member of the Guangdong Provincial Committee.

As the centerpiece of the Intangible Cultural Heritage New Year Shopping Month, the event showcased an array of high-quality cultural products from various regions throughout China. These products are crafted by inheritors of intangible cultural heritage and reflect the craftsmanship and traditions of their respective locales. With over 130 unique projects displayed, featuring contributions from 15 provinces, autonomous regions, municipalities, as well as Hong Kong and Macao, attendees were offered the opportunity to engage with and purchase these remarkable items.

The event featured themed exhibition areas such as "Savoring the Chinese New Year," "Revitalizing Traditional Clothing," and "New Wave of National Style Products." Notably, many artisans participated in live streaming sessions to promote their crafts, sharing both their products and heartfelt stories about the importance of safeguarding and promoting cultural heritage.

Running until March 3, the Intangible Cultural Heritage New Year Shopping Month invites regions across China to unveil a variety of heritage products, travel routes, and immersive experiences tailored for the Spring Festival. The objective is clear: to position intangible cultural heritage as an appealing focal point for new consumption trends, encouraging locals and visitors alike to explore and cherish their cultural roots.

In celebration of the coming festivities, a series of dynamic activities are planned under the banner of "Lighting Up China," "Family Reunion over Food," and "Celebrating the New Year at the Intangible Cultural Heritage Museum." These initiatives aim to provide unique experiences that resonate with the spirit of the season while cultivating a warm and festive atmosphere. Meanwhile, a live video streaming event titled "Intangible Cultural Heritage Celebrates the New Year: The Flavors of My Hometown" was also launched, co-hosted by the Cyberspace Administration of China's Network Communication Bureau and the Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism.