On January 24th, the global youth digital cultural exchange activity of "Festive Good Things, Celebrating The Festival Together" initiated by the Sino-Foreign Cultural Exchange Center of the Ministry of Culture and Tourism and launched by relevant institutions was broadcast live in Beijing Laoshe Tea House, opening the first digital New Year international event in the capital of the Year of the Tiger.
(Group photo of guests at the event)
Lao She Tea House gathered Chinese and foreign friends to taste the Chinese New Year flavor on the global connection
Located at Qianmen, Lao She Tea House is not only a well-known scenic spot with a high reputation at home and abroad, but also a window for friends from all over the world to understand traditional Chinese culture. Sending gifts to each other, enjoying food and family reunions are the "common elements" for all ethnic groups in the world to spend grand festivals. The organizers of the event invited officials from embassies and consulates of Tunisia and other countries in China, as well as Chinese and foreign youth representatives and other guests to gather in the traditional residential courtyard full of bright lights and a strong New Year flavor, and they talked with nearly one million young people around the world through the interactive topics such as "Receiving the Most Special Holiday Gifts", "People Who Want to Celebrate Together" and "Favorite Food for Chinese New Year's Eve Meals", and as "Festive Good Things, Celebrating Together" with nearly one million young people around the world through "Celebrating The Festival Together". The Cultural and Tourism Bureaus of Hainan, Heilongjiang, Sichuan, Xiangtan, Jinchang and other places sent local youth representatives and Hong Kong, Macao and Taiwan compatriots to participate in the activities through live connection and video shooting, sharing their unique New Year characteristics and most enthusiastic invitations to friends around the world. During the more than two hours of live broadcasting, the guests sat around the courtyard, drinking bowls of tea, tasting the "Chinese Year", and communicating with each other about "global feelings". The climax of exchanges and mutual learning between Chinese and foreign youth continues, and netizens watching the live broadcast have shouted "I didn't grab the blind box of good things for the festival, but I am addicted, looking forward to the next activity!" ”
(Global connection to share the festival culture around the world)
Under the epidemic, the global tourism industry has been greatly impacted, and such a live broadcast is tantamount to bringing a free online "global free trip" and a digital "cultural and creative promotion meeting" to young people around the world. In addition to displaying the blind box of cultural creativity in the live broadcast, the event site also displayed festive gifts from all over the world: Kazakhstan's safflower oil, Serbian wine, Cambodia's mango, Tianjin's willow youth paintings, Heilongjiang's pine nuts and tea, the "Grand Canal Cultural and Creative Competition" cultural and creative products, etc. Through the publicity and promotion of the combination of offline exhibition and online live broadcasting, "promoting consumption with culture and increasing confidence with consumption", it has effectively promoted the transformation of new consumption of cultural tourism and driven the development of the double-cycle economy with internal circulation.
(Chinese and foreign guests tasted "good things for the festival" on the spot)
Warm-up is the climax: Chinese cultural creation tells the story of China, and the world celebrates a better life in the air
The warm-up work of the "Festive Good Things, Celebrating the Festival Together" activity has been quietly carried out around the world. In December 2021, the relevant departments of the Ministry of Culture and Tourism selected a list of "festive gifts" selected by dozens of cultural institutions such as Dunhuang Research Institute, the National Museum of China, and the Anhui Museum. The organizers of the event wrapped these cultural and creative gifts into blind boxes and sent them to friends in the United Kingdom, Luxembourg, Belgium, Singapore, the United States, Malta and other countries through Chinese embassies and consulates abroad, overseas cultural exchange centers and local Chinese overseas Chinese associations, so that they could feel the New Year blessings from China in advance. When these international friends opened the blind box, saw Chinese shadow puppets, Spring League, Year of the Tiger puzzles, rabbit lanterns and other festive objects with Chinese characteristics, learned about the cultural customs of the Chinese New Year, and could not help but admire the long history of Chinese culture; they expressed their joy after receiving gifts by recording the "blind box unboxing video", and looked forward to experiencing the festive atmosphere in China soon. At the same time, many international students recorded Chinese New Year videos, not only expressing their miss for China, but also conveying the New Year blessings of the Year of the Tiger in the clouds. Up to now, nearly 1,000 Chinese and foreign young people from more than 30 countries have released relevant videos on many social platforms at home and abroad, such as Douyin, Station B, Meta, Youtube, etc., and participated in the topic interaction of #Festival Together, which has been played millions of times. Even if the physical space temporarily blocks the gathering of Chinese and foreign friends, the online activity of "celebrating the festival together" can still allow them to "celebrate the Spring Festival together", and everyone has said that "the heart is a festival together" and believes that "it will be better to be together".
(World Youth Online Blind Box Unboxing Relay)
"Celebrate the Festival Together" is a limited edition of the first digital artwork of The Year of the Tiger, and digital technology promotes the spread of traditional culture
In order to further enhance the influence of the "Celebrate together" brand activity among fashionable young consumers, the "Celebrate Together" 2022 Spring Festival Special Event, based on the campaign initiator China Giant Panda International image "Apu", designed and released the first digital art souvenir - "Year of the Tiger Edition 3D Panda Apu". The work was released in the first batch of 10,000 copies on the Red Cave Digital Collection Platform on January 20, and the digital commemorative badge of small bamboo shoots was airdropped to warm up for the event, and the product was snatched up by fans as soon as it was launched. The traditional hand-hugging ceremony performed by the Year of the Tiger version of Ah Pu not only conveys the New Year greetings to fans, but also a sincere invitation for young people around the world to celebrate the festival together and share the good things of the festival together.
(Year of the Tiger Ah Pu)
The "Festival Together" event released the "Year of the Tiger Edition Apu" digital cultural artwork for the first time, hoping to use the trendy digital cultural industry as a carrier to transmit the excellent Chinese traditional culture contained in it to all corners of the world, so that more people can understand and fall in love with it. In recent years, the Internet, big data, artificial intelligence, blockchain and other technologies have accelerated innovation, and the development of the digital economy has become an important position for competition and exchange among countries. The "Festive Good Things, Celebrating The Festival Together" event innovatively takes the innovative digital technologies of "short video relay", "online live broadcast" and "digital artwork" as the starting point, brings together young people from all over the world in the form of non-governmental diplomacy activities, allows them to break through geographical restrictions, and takes the initiative to build a cultural integration scene of "celebrating the festival together, it will be better together" created in the digital age, while disseminating China's international image, promoting the transformation of new consumption of cultural tourism. It is understood that the Spring Festival live broadcast special event is only the beginning of the series of activities of "Festive Good Things and Festivals Together", and the organizers will continue to carry out a series of activities according to different festivals and cultural and tourism events around the world.
Editor-in-charge: Wu Min