Cultural consumption dresses up the festival market

Travel through to experience the fantasy of Tang style

The new cultural tourism consumption scenarios have made the market heat of the Mid-Autumn Festival National Day Golden Week rise. In recent years, immersive experiences such as script killing and escape rooms have attracted many young people, and many cities in China have also appeared in museums, ancient towns, scenic spots and "scripts" of in-depth experience entertainment projects. The integration of cultural tourism scenes and immersive experiences has become a new choice for young consumers to release pressure and entertain.

During the Mid-Autumn Festival National Day, the Chang'an 12 o'clock theme block located in Mandy Square in Qujiang New District, Xi'an, was decorated with fragrant osmanthus trees, and "Chang'e" and the "fairies" of the Moon Palace appeared in the block, wandering the streets and alleys of "Chang'an" to pray for tourists. Walking through the porch with the fragrance of laurel, you can also take photos of antique silhouettes in front of the large moon arranged in the block, so it attracts many tourists.

"On the occasion of the Mid-Autumn Festival, the block continues the 'Tang Dynasty Festival' series of themed activities, planning and launching a variety of Tang-style Mid-Autumn Festival activities with the participation of online and offline tourists. If you become a 'Moon Keeper of the Great Tang Dynasty', the moon in Chang'an suddenly fled on the eve of the Mid-Autumn Festival, and the aborigines of Chang'an issued a wanted person to the whole country, and the whole network solicited photos of 'the moon in your hometown'. The official account of the block launches a topic challenge on platforms such as Douyin, and lucky fans will receive free tickets. Li Yuanyuan, cultural ambassador of Chang'an 12 o'clock theme block, introduced that the Mid-Autumn Festival is a day of happy reunion, and the block solicited the topic #My hometown is here# from the whole network, and customized the messages of netizens into Mid-Autumn Festival special postcards and placed them in the Jinshu Station. On the day of the Mid-Autumn Festival event, if visitors want to take away the postcard, they can leave a message on the blank postcard on site again and put it in the post station in exchange. "Let tourists communicate with strangers through letters on the day of the Mid-Autumn Festival to convey a warm heart."

In order to enhance the immersive experience of passengers, more than 100 actors shuttled around the block. They either play small traders or historical figures such as Li Bai and Du Fu, stopping from time to time to interact with tourists. Visitors walk in the Chang'an 12 o'clock theme block, feel the exclusive interpretation of the Mid-Autumn Festival and the strong festive atmosphere, as if traveling back to the Mid-Autumn Festival of the Tang Dynasty.

"There are a total of 10 characters to choose from, each group has a different mission line, according to the character you choose, the next step in the search for the truth. This time, I chose the story line of the medicine king Sun Simiao, an old acquaintance who helped him pay for alcohol, and today I came to Chang'an to find friends. "Bao Nan is a lover of scripted entertainment such as script killing and escape room. Taking advantage of the "Eleventh" holiday, he and his friends participated in the limited Mid-Autumn Festival version of the game "The Great Tang Never Sleeps".

"Da Tang Never Sleeps" is a large-scale immersive live-action game in Chang'an 12 o'clock cultural block, covering the entire block of 24,000 square meters, which is currently the largest indoor immersive real-life game in China. There are more than 100 non-player characters in the game, each character has rich feelings and full characters, so that players can go deep into it and truly experience the feeling of having a "friend of the Tang Dynasty". The game is based on the life of the city of Sheng Tang Chang'an, allowing players to experience the fantasy experience of the Great Tang City well, and travel to Chang'an with friends such as "Gongsun Lan", "Di Renjie", "Shangguan Wan'er" and "Sun Simiao".

Players can also join one of the four camps of Soldiers, Army, Industry and Commerce according to their preferences to earn honorarium and compete for the leader. "Li Bai" will introduce you to do some writing and copying work, "Yuan Tiangang" may lack a miscellaneous medicine boy around him, "Di Renjie" is missing a small house at hand, "Li Bi" has some secret tasks that you need to claim... If you want, you can always make money in the city and find a way out.

At 8:30 p.m., the crowd of Chang'an City was full of people, and "out-of-town nomads", including Bao Nan, walked into it. Coinciding with the Mid-Autumn Festival, Chang'an City will hold a grand moon worship blessing ceremony. Bao Nan followed "Sun Simiao" to understand the four camps of soldiers, army, industry and commerce, and finally chose to join the Ministry of Engineering and returned to Sun Simiao's grass to make rattles for the moon worship ceremony. Making rattles, Bao Nan followed "Sun Simiao"'s apprentice "Yao Linger" to find various props for the ceremony in Chang'an City.

"It's quite interesting overall, especially the plot reversal and reversal, which is very interesting. Sun Simiao and Yao Linger's life and death secrets have a strong sense of substitution. The non-player characters are very immersive and the acting is good. Interact with a variety of non-player characters and feel great. Next time, I'll walk someone else's story line. Bao Nan said that after completing his career tasks to promote the progress of the camp tasks, he will find that the little people can also promote the development of the story and the main task, and directly promote the process of big events, whether it is "the battle of national teachers" or "the mystery of the jade ring", you are a link in the story. You can also live in folk seclusion away from court battles, do side quests with non-player character actors, and immerse yourself in the civic life of Chang'an City in the Tang Dynasty.

Theatre shines with unique charm

In order to seize the consumption season of the Mid-Autumn Festival National Day, the Quanzhou City Cultural Tourism Economic Development Conference and the Ten "Quan" Ten Beautiful Cultural Tourism Consumption Season came as scheduled. On the evening of September 15, the Quanzhou Song and Dance Theater was brightly lit and full. As one of the series of activities of the 2023 Quanzhou Cultural Tourism Economic Development Conference and the Ten "Quan" Ten Beautiful Cultural Tourism Consumption Season, the large-scale sitcom performance "Meet Quanzhou" officially premiered here. Song Yuan Quanzhou, a golden period that lasted for hundreds of years, was both economically prosperous and Chinese classical beauty, and a beautiful picture slowly unfolded in the soulful interpretation of sound, light, electricity, shadow and artists on the modern immersive stage.

Directed by Gao Shan, a famous director and former head of the Haizheng Cultural Troupe, the performance is innovatively choreographed, highlighting the theme of Haisi and Quanzhou's characteristics, integrating traditional opera with fashion technology, presenting historical and cultural and landscape landscapes in a multi-dimensional and immersive stage space, and showing the flourishing scenery of Quanzhou's cultural tourism economy.

Accompanied by cheerful music, the actors of Quanzhou Minnan Song and Dance Heritage Center and Quanzhou Art School appeared in full costume and kicked off the whole performance with the enthusiastic song and dance "Welcome to Quanzhou". Immediately afterwards, more than 10 programs such as the opera "Lihua Fighting for the Spring in the Ancient City", the sitcom song and dance "Fu Ship Four Seas", and Nanyin's "A Hundred Birds Return to the Nest" were staged one after another, and the last song "Century Voyage" pushed the performance to a climax.

Gao Shan said that Quanzhou is a well-known "theater nest", which provides valuable material for modern stage art creation. This performance integrates the essence of "Xiwozi", Quanzhou Nanyin, Liyuan Opera, Puppet Show, Gaojia Opera, etc. all appear and organically integrate, realizing the dialogue between ancient and modern cultures, allowing the audience to take drama as the longitude and latitude, travel through the Song and Yuan Dynasties, and look forward to the future.

Huang Rong, a Quanzhou citizen who came to watch the performance, told reporters that Quanzhou is a city of world heritage, and the love of Quanzhou people for theater art and culture is deep in their bones, "Today's performance moved me very much, it presents the history and culture of Quanzhou in the form of artistic creation, and shows the rich spiritual world of our Quanzhou people."

In 2021, the project "Quanzhou: Song and Yuan China's World Ocean Trade Center" was successfully inscribed on the World Heritage List. With the successful application for the World Heritage Site, the development of Quanzhou's cultural tourism industry has ushered in new opportunities. In the first half of 2023, Quanzhou received 38,159,200 tourists and achieved tourism revenue of 43.183 billion yuan, ranking first in Fujian Province in terms of growth rate of both indicators.

Chen Xiaohui, vice mayor of Quanzhou City, introduced that the series of activities of the Quanzhou Cultural Tourism Economic Development Conference will continue until October 6, during which experiential and interactive cultural tourism themed activities such as the Ten "Quan" Ten Beauty Cultural Tourism Consumption Season, the "Craftsman Fu" Intangible Cultural Heritage Master Exhibition, and the World Heritage Cultural and Creative Boutique Exhibition will be held to promote the roaming route of Quanzhou Ancient City, create a Mid-Autumn Festival National Day festival atmosphere, and display the cultural heritage and tourism charm of "Song Yuan China Haisi Quanzhou".

For thousands of years, Quanzhou has used the pear garden opera of "Song and Yuan Southern Opera", the Nanyin of "Han and Tang Ancient Music", as well as many artistic treasures such as puppet performance, palm puppet show, Gaojia opera, and city play, to continuously interpret the city of the thousand-year-old city, reflecting the unique cultural character and aesthetic taste. In recent years, Quanzhou has continuously promoted the protection, inheritance and development of local opera around the historical inheritance of dramas, the scale of troupes, artistic creation, talent training, operation performances, etc.

At present, Quanzhou is creating a unique and charming cultural tourism experience of opera, making opera a promoter of high-quality tourism supply, forming new momentum for tourism development, and promoting the high-quality development of cultural tourism economy. The "Several Incentive Measures to Promote the High-quality Development of Cultural Tourism Economy under the New Situation of Quanzhou City" issued during the Quanzhou Cultural Tourism Economic Development Conference proposed to support the expansion of cultural tourism consumption, focusing on promoting cultural tourism to benefit the people's consumption, supporting performing arts companies to settle down, hold large-scale concerts, and create performing arts products with Quanzhou cultural elements.

During the Mid-Autumn Festival National Day Festival, where to watch a play in Quanzhou? Lu Xiujia, director of Quanzhou Municipal Bureau of Culture and Tourism, said that in response to the requirements of tourists, Quanzhou City has established a "1+N" high-quality cultural and art sharing service system, "1" is to launch the "Meet Quanzhou" large-scale scene theatrical performance, after the premiere on September 15, it will be used as a regular commercial performance from September 26; "N" is a regular performance in nearly 10 points in Quanzhou Ancient City, including Liyuan Theater, Nanyin Art Garden, Fuwen Temple Square, Liwen Festival Temple, and Tianhou Temple, to meet the diversified needs of the public.