Guangzhou's Haizhu district launched a series of activities focusing on intangible cultural heritage on Nov 17. This series consists of three major activities, and aims to promote the idea that "intangible cultural heritage is present in daily life."

The citywalk-themed activity invited participants to follow a map and discover the imprints of intangible cultural heritage scattered throughout the streets and alleys of Guangzhou. By checking in at these locations, they obtained intangible cultural heritage-themed creative products. The event generated over 160 million views under the hashtag on Weibo, creating a new model of cultural tourism and consumption for the city.

Intangible heritage market. [Photo/WeChat account: gzhzfb]

The intangible cultural heritage theater tour showcased innovative performances combining traditional elements with modern influences, such as the lion dances, Wing Chun martial arts performances, and drumming dances. The event also featured a market for intangible cultural heritage products and an art creation zone, allowing citizens to try their hand at intangible cultural heritage skills, like woodworking, paper-cutting, and printmaking.

Lion dance performance. [Photo/WeChat account: gzhzfb]

A metaverse stroll was also organized, providing internet users with a new way to experience intangible cultural heritage. Participants in this activity could collect digital collectibles related to intangible cultural heritage themes.

By combining online promotion with physical activities, the city created an "Internet + Intangible Cultural Heritage" experience model that attracts people from various walks of life.