On January 7th, under the guidance of the Department of Culture and Tourism of Guangdong Province and sponsored by the Shanwei Municipal People's Government, the 2022 Guangdong Province "Intangible Cultural Heritage into Ten Thousand Homes" Intangible Cultural Heritage Exhibition and Performance Activity and the "Winter Shanwei" Carnival were launched in Shanwei, and the colorful online and offline activities allowed the masses to feel the charm of intangible cultural heritage in the strong New Year's flavor.
Gather the essence of intangible cultural heritage and highlight the regional color
Wang Yiyang, director of the Department of Culture and Tourism of Guangdong Province, said that the series of activities of "Intangible Cultural Heritage into Ten Thousand Homes" is an influential intangible cultural heritage brand activity cultivated by the Department of Culture and Tourism of Guangdong Province in recent years. With the theme of "Celebrating the New Year", holding a series of intangible cultural heritage brand activities near the Spring Festival is an important measure to adhere to the creative transformation and innovative development of intangible cultural heritage, enrich the spiritual and cultural life of the masses during the festival, and create a happy, peaceful, festive and warm festival atmosphere.
In order to let intangible cultural heritage enter the public life and improve the visibility and awareness of intangible cultural heritage, this exhibition and performance combined with the characteristics of the host area to carry out activities such as intangible cultural heritage market and live shopping, presenting a grounded and popular Lingnan intangible cultural heritage event. In the two-day intangible cultural heritage market activities, 80 food and public welfare intangible cultural heritage projects suitable for market stalls and on-site exhibition and sales were displayed in Fengshan Mazu Cultural Square, so that the public felt that it was both good to see and delicious.
The exhibition and performance activities also went to the "cloud", and selected more than 2,000 intangible cultural heritage products that are closely related to the lives of the people and are rich in the characteristics of Lingnan regions, and sold them with the help of e-commerce platforms. The anchor with goods introduced the exquisite intangible cultural heritage skills to netizens through the mobile phone lens, and told the inheritance story behind the intangible cultural heritage. According to statistics, the nearly 4.5-hour live broadcast attracted 101,000 views, sold 1.06 million products, and sales reached 160 million yuan.
On the evening of January 7, the 2022 Guangdong Province "Intangible Cultural Heritage , Culture into Ten Thousand Homes" Intangible Cultural Heritage Exhibition and Performance Activity and the Launching Ceremony of the "Winter Shanwei" Carnival were held at the Ma Sicong Art Center in Shanwei City. 13 intangible cultural heritage performance programs from all over Guangdong Province were performed on the same stage, the three rare dramas of orthographic opera, Western Qin opera and white character opera were collectively unveiled, and the Yao folk song "The Side of the Mountain" and the Shanwei fishing song "Fishing News Urge Me to Sail Again" and other intangible cultural heritage programs that gathered representatives of Guangfu, Chaoshan and Hakka were brilliant, showing the strong and splendid regional color of Guangdong Province's intangible cultural heritage. The whole performance skillfully combines Guangdong's intangible cultural heritage with modern art, and gathers the representative intangible cultural heritage projects with unique characteristics of the three major ethnic groups of Guangfu, Hakka and Chaoshan in southern Guangdong, highlighting the colorful and colorful regional colors, long and rich historical heritage and timeless cultural inheritance of Guangdong's intangible cultural heritage. The evening was simultaneously broadcast live on the web, attracting a total of 230,000 people to watch online.
The party also awarded licenses to 11 provincial-level intangible cultural heritage workstations. In recent years, Guangdong Province has launched a series of pragmatic measures to promote the protection and inheritance of intangible cultural heritage, a number of precious, endangered and important intangible cultural heritage projects have been effectively protected, and the concept of intangible cultural heritage protection and inheritance of intangible cultural heritage has become increasingly popular among all sectors of society, and intangible cultural heritage has played an increasingly important role in promoting economic and social development, highlighting the charm of Chinese culture, and strengthening the people's cultural self-confidence.
Colorful intangible cultural heritage makes people fall in love with Shanwei and walk into Shanwei
This year is the first time that the Guangdong Province's "Intangible Cultural Heritage into Ten Thousand Homes" intangible cultural heritage exhibition and performance activities have been held in prefecture-level cities other than Guangzhou, providing a platform for Shanwei City to display traditional cultural characteristics and the integration of culture and tourism. At the launching ceremony, the Red Bay of Shanwei City was included in the plaque of "Guangdong Province Global Tourism Demonstration Zone". During the event, Shanwei City promoted and concentrated tourism resources, displayed the image of Shanwei City, and let everyone know Shanwei better, understand Shanwei, so as to fall in love with Shanwei and enter Shanwei.
Shanwei folk customs are colorful, the history and culture is long, Chaoshan culture, Minnan culture, Guangfu culture and other diverse cultures intersect and integrate here, giving birth to a unique traditional culture of Hailufeng, orthography, Western Qin opera, white character opera three rare dramas are known as "Chinese opera living fossils", there are 9 national, 29 provincial, 58 municipal intangible cultural heritage projects, is "the hometown of Chinese folk culture and art". In recent years, Shanwei City has strengthened the excavation, protection and revitalization of intangible cultural heritage, established a number of cultural heritage protection and inheritance bases, created a number of new drama repertoire with local characteristics such as "Ma Yuan Fubo" and "Peng Pan's Mother", carried out a series of intangible cultural heritage publicity and display activities, and initially built a non-genetic protection and inheritance system with Shanwei characteristics.
Lu Feng, mayor of Shanwei City, said that Shanwei is a treasure city with beautiful scenery and spring in all seasons, a demonstration area for the construction of national ecological civilization, a "winter shanwei national eco-tourism demonstration experimental area", and an "china's seafood food capital" and an ideal health and wellness holy land. In recent years, the Shanwei Municipal Party Committee and the Municipal Government have attached great importance to the integrated development of culture and tourism, focusing on the "Shanhai Lake City", "Red Sacred Land" and "Vitality Bay Area", making every effort to build the "Winter Shanwei" brand, and striving to build a modern coastal city and the best destination for China's coastal leisure tourism. "We have ushered in the best period for the development of cultural tourism, and Shanwei can be expected now and the future can be expected." Run to Hailufeng, I am waiting for you in Shanwei. Lu Feng said.
(Photo courtesy of the organizer)
Editor-in-charge: Yang Xiaojun