On the morning of March 6, 2022, the "Centennial Temple Fair" and "Non-hereditary Cloud Temple Fair" in Mahuiling, hosted by the CPC Jiujiang Chaisang District Committee and the People's Government of Jiujiang Chaisang District, and hosted by the Propaganda Department of the Jiujiang Chaisang District Cpc Committee, the People's Government of Mahuiling Town, Chaisang District, Jiujiang City, and the Commerce Bureau of Jiujiang Chaisang District, were officially launched. According to the requirements of epidemic prevention and control, the temple fair does not carry out offline trading activities, and the general public is invited to enjoy the style of the centennial temple fair online.
Mahuiling Town is located in Chaisang District, Jiujiang City, Jiangxi Province, as a historical and cultural town, built in the Chongde period of the Qing Dynasty, there are many cultural relics in the territory, including Xia Shang ancient cultural sites, Jin Dynasty Tao Yuanming tomb, Jinglin Street ancient county site and so on. As a typical representative of the intangible cultural heritage, the grand temple fair of the "fourth day of February" in Mahuiling has continuously inherited the century-old temple festival culture.
Mahuiling Centennial Temple Fair Theme Song "Mahuiling Watermelon Sweet and Sweet"
"Watermelon Sweet and Sweet in Mahuiling" as the theme song of this event, singing the profound heritage and unique style of the ancient county under Matou Mountain, nourishing the development and progress of this side of the water and soil under the influence of the inheritance of beautiful landscapes and culture. Located in the southern foothills of Lushan Mountain, located at the junction of Chaisang District, Lushan City, Gongqing City and De'an County, Mahuiling Town has always been an important agricultural town in Jiujiang. As a typical representative of the town's agricultural industry, "Mahuiling Watermelon" sells well inside and outside the province.
Jiujiangshan Song (Intangible Cultural Heritage Performance)
At the event site, the inheritors of intangible cultural heritage sang the Jiujiangshan song for everyone. As a traditional music in Jiangxi Province, Jiujiangshan Song is also one of the national intangible cultural heritages, with a long history and wide circulation. Jiujiangshan song has a wide range of themes, with the main content of stimulating people's enthusiasm for labor, life feelings, and male and female love. Jiujiangshan song has high cavity, flat cavity, low cavity and other forms, because it only appears in each song three tones, so it is also called three sound cavity, three tone mountain song.
Booth site
After the wonderful performance, we approached the event booth. The event opened 20 booths, namely 2 booths for special products in Mahuiling Town, 1 booth for special products in each township in other townships in Chaisang District, 1 booth for agricultural products recommended by 6 enterprises by the District Agriculture and Rural Affairs Bureau, and 1 booth for intangible cultural heritage products of the district by the District Wenguang New Tourism Bureau.
With the rapid development of economy and society and the spread of emerging cultures, the inheritance of intangible cultural heritage needs to be protected and valued. In the first two years, due to the impact of the new crown pneumonia epidemic, the Mahuiling Centennial Temple Fair was suspended. In order to strengthen the protection of intangible cultural heritage, inherit the essence of national culture, and maintain safety and stability during the epidemic period, Mahuiling Town has created a unique "online cloud temple fair" this year mainly by visiting temple fairs online. The use of online publicity, network live broadcasting and other forms, the integration of traditional culture into modern life, so that it can be passed on in the hearts and minds of the broad masses of the people, in the actions and deeds.
With the development of science and technology, the rise of online live broadcasting has also provided a good platform for us to show the intangible cultural heritage of Mahuiling. While showing the intangible cultural heritage to the public, it also shows the Mahuiling Temple Fair to the masses through the form of online live broadcasting, continuing the historical heritage and intangible cultural inheritance of the "Centennial Temple Fair" in Mahuiling. The masses visited the temple fairs in the form of live broadcast on Douyin, conducted "online shop visits", and purchased agricultural and sideline products with local characteristics. Through the online form, the temple fair inheritance is realized, and the gathering of people is avoided.
The event was broadcast live; 1.24 million people were online, and 6,000 people interacted live during the live broadcast. Douyin's early publicity exposed 400,000 people. Eight Douyin internet celebrity anchors guided a total of 1,000 transactions in one day, and the consumption amount reached 100,000 yuan.
The "online" temple fair launched this time is a new attempt, but also a change made by Mahuiling Town to keep up with the pace of development of the times, hoping that while doing a good job in epidemic prevention and control safety, it can continue the century-old root lineage inheritance, so that the masses can pay attention to the centennial temple fair, pay attention to intangible cultural heritage, and promote the integration of traditional culture into life and the world. (Wang Jian)
Source: China Daily