The beating of drums, the rhythmic and synchronized movements of performers, and the hands-on experience of time-honored crafts brought traditional Chinese culture to life in Chongqing on Friday, as the ninth China Intangible Cultural Heritage Expo opened in the municipality in Southwest China.
From traditional medical techniques and regional delicacies to heritage-inspired fashion and technology-enhanced craftsmanship, the five-day event offers visitors the opportunity to experience the richness of China's intangible cultural heritage and discover how age-old traditions are finding new expressions in modern life.
Organized by the Ministry of Culture and Tourism, the expo is bringing together more than 890 intangible cultural heritage projects and over 930 inheritors from across the country.
This is the first time the biennial expo has been held in southwestern China. Its exhibitions highlight both the achievements of heritage preservation and the growing efforts to integrate traditional practices into contemporary lifestyles.
Cao Hongxin, a representative inheritor of traditional Chinese medicine's approaches to understanding wellness and disease, said the expo is expected to help the public better understand the value of TCM.
"People need to understand TCM before they can fully benefit from its services," Cao said.
He added that demonstrations by inheritors and opportunities to learn about distinctive diagnostic and therapeutic techniques can help expo visitors better appreciate the characteristics and advantages of TCM.
Gao Lin, director of the Chongqing Municipal Commission of Culture and Tourism Development, said making heritage more accessible and engaging is a major focus of this year's event.
"We have focused on heritage protection and promotion while highlighting more everyday, immersive and youth-oriented ways of presenting it," Gao said.
Alongside the exhibitions, Chongqing has arranged more than 30 related activities, including themed drone shows, a heritage-themed cruise and a promotional caravan parade. The program also links heritage experiences with scenic areas, hot springs and theaters, while consumer promotions and livestreaming sessions featuring heritage-inspired products aim to bring greater vitality and appreciation to the cultural heritage market.
The expo will also host industry matchmaking sessions and themed dialogues, bringing together inheritors, enterprises and industry associations to encourage exchanges and cooperation and explore new opportunities for the sustainable development of intangible cultural heritage.
