New Year Celebrations of Intangible Heritage in Guangzhou

Colorful fireworks over a vibrant city skyline.

On January 26, 2026, the "Intangible Cultural Heritage Celebrates the New Year · Exploring the Taste of the Chinese New Year" themed promotion and Intangible Cultural Heritage New Year Shopping Month was officially launched in the vibrant city of Guangzhou, Guangdong Province. The event saw the attendance of notable figures including Rao Quan, Vice Minister of the Ministry of Culture and Tourism and Director of the National Cultural Heritage Administration, alongside Hu Jinjun, a member of the Standing Committee of the Guangdong Provincial Party Committee and Minister of Propaganda.

This initiative served as the main highlight of the Intangible Cultural Heritage New Year Shopping Month, showcasing an array of regional intangible cultural heritage products while also unveiling beneficial programs for the citizens in Guangzhou. A special section known as the Intangible Cultural Heritage "Trendy Market" featured exhibition areas dedicated to themes like "Exploring the Taste of the Chinese New Year", "Traditional Clothing Renewal", and "National Style Goodies". Here, over 130 representative intangible cultural heritage projects from 15 provinces, regions, municipalities, as well as Hong Kong and Macau were beautifully displayed and made available for sale.

In an engaging twist, heritage inheritors participated in live broadcasts to promote and sell their unique products, sharing captivating stories surrounding the protection and transmission of their cultural heritage. This special shopping month will run until March 3rd, introducing an exciting range of intangible cultural heritage products, travel routes, and experiential services that are perfect for the Spring Festival, thereby positioning intangible cultural heritage as a new and dynamic force for innovative consumption.

The launch event also heralded the beginning of the 2026 thematic promotion centered around "Intangible Cultural Heritage Celebrates the New Year · Exploring the Taste of the Chinese New Year". Various localities are set to host a multitude of themed activities throughout the Spring Festival, focusing on engaging concepts such as "Lighting Up Chinese Lanterns", "Family Reunion through Food", and "Celebrating the New Year in Intangible Heritage Museums". These activities aim to cultivate a delightful, warm, and cohesive festive atmosphere while creating fresh consumption scenarios for participants to enjoy the intangible cultural experience.

In conjunction with these festivities, a video live-streaming event named "Intangible Cultural Heritage Celebrates the New Year · The Rich Flavors of My Hometown" has also been launched. This event is co-sponsored by the Cyber Administration of China’s Network Communication Bureau and the Intangible Cultural Heritage Division of the Ministry of Culture and Tourism, further amplifying the reach and engagement of these cultural celebrations.