"Jinling returns in spring, between the mountains and rivers of the cow's head".
On March 20, coinciding with the spring equinox, the 2024 "Spring Niushou Jinling Festival", hosted by Nanjing Niushoushan Cultural Tourism Group Co., Ltd. and planned and operated by Vision Interconnection, officially kicked off in Taohuaxi, the southern ecological area of Niushoushan Cultural Tourism Zone. Xu Ning, Deputy Minister of the Propaganda Department of the Jiangsu Provincial Party Committee, Xu Xunhua, Second-level Inspector of the Jiangsu Provincial Department of Culture and Tourism, Zhuang Chuanwei, Secretary of the Party Committee and Chairman of Jiangsu Cable, Zhang Yuli, Member of the Standing Committee of the Jiangning District Party Committee and Minister of the Propaganda Department, and other leaders attended the event.
At the event site, the concept film "Spring Niushou" tailored for Niushoushan by Vision Internet was simultaneously released, as well as the promotional slogan "Spring Niushou - Aesthetic Life in Jinling Spring", based on the "five rhymes" of flowers, learning, food, Zen and literature, allowing the audience to feel the spring atmosphere and humanistic heritage of Niushoushan in person.
Nanjing people all know that "the head of the ox stepping on spring" is an ancient folk custom, which flourished in the Six Dynasties, flourished in the Ming Dynasty, and has continued to this day. In 2008, "Niushoushan Outing" was included in the first batch of Nanjing intangible cultural heritage list, and in 2023, it was included in the list of representative items of provincial intangible cultural heritage, which is an important folk business card of Nanjing.
The "Spring Ox Shou Jinling Festival" brand series of activities kicked off at the spring equinox and lasted for two whole months, focusing on the five themes of "Walking among Flowers, Meditation and Healing, Vegetarian Food Tasting, Research and Study to Visit the Ancient World, and Ox Shou Yaji", and more than 50 cultural and tourism experience activities were held. It will combine the folk customs representing Nanjing and the traditional Chinese intangible cultural heritage culture to create a "spring atmosphere" with the integration of multiple cultures such as "Nanjing characteristic culture, Niushoushan ecological culture, Jinling history and culture, and national style Zen culture".
The "Spring Ox Shou Jinling Festival" focuses on the innovation of consumption scenarios. On the basis of the traditional customs of climbing and praying for blessings, the new model of contemporary cultural tourism is expanded, and at the same time, the new connotation and value of "Spring Ox Head" are precipitated, the customs of walking are precipitated, the folk culture of Jinling is inherited and promoted, and tourists are led to carry out a series of unique, very characteristic "cultural feasts" and cultural tourism experiences that bring together ancient and modern elegance, create a "spring aesthetic life" limited to Niushou Mountain, and create spring benchmark products in Nanjing's cultural and tourism market.
The "Spring Ox Shou Jinling Festival" is another representative innovation case created by Vision Internet around the development of the cultural tourism industry empowered by brands. Through the planning and operation of the brand activity of "Spring Ox Shou Jinling Festival", we will promote the integration of culture and tourism in Niushou Mountain Cultural Scenic Spot from the long years, leapfrog in development, and move forward in exploration, realizing that Chinese traditional culture and Nanjing folk culture are once again renewed in the integrated development of culture and tourism, which is an innovative inheritance of the fine culture of the Chinese nation, and also realizes the promotion of cultural self-confidence and self-improvement, the practice of "Niu Shou Responsibility", and the reproduction of the Jinling Grand Scene of "Spring Niu Shou", and draws the "Niu Shou Answer Sheet" of "poetry" and "distance".
The beautiful mountain scenery travels through time and continues to exude charm. It is also inseparable from the long-standing cultural nourishment. The integration of culture and tourism also transcends the times and creates a driving force for high-quality development for enterprises.
As a provincial backbone cultural enterprise and a representative enterprise in the radio and television network industry, Jiangsu Cable has been selected as one of the "Top 30 National Cultural Enterprises" for 14 consecutive years, continues to pay attention to and promote the development of the cultural industry, adheres to the cultural and plastic tourism and tourism to promote culture, expands the "culture +" industrial ecosystem, and constantly creates a new situation of high-quality development of the whole industry in radio and television network, and contributes more to the prosperity and development of cultural undertakings and cultural industries and the construction of a cultural power.
Source: Jiangsu Cable