On the morning of April 2, under the guidance of the Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism, the closing ceremony of the series of activities of "Counselor's World - Lingnan Traditional Chinese Medicine Intangible Cultural Heritage Publicity and Exhibition Season" sponsored by the Guangzhou Cultural Center and the Guangzhou Intangible Cultural Heritage Protection Center was held at the Guangzhou Cultural Center. A symposium on "Contemporary Telling of Intangible Cultural Heritage from the Perspective of Lingnan Traditional Chinese Medicine Intangible Cultural Heritage Publicity and Exhibition Season" was also held at the scene, where a number of experts, scholars, inheritors, and representatives of traditional medicine intangible cultural heritage protection units gathered together to discuss how to tell intangible cultural heritage stories well.
On December 29 last year, the "Counselor's World - Lingnan Traditional Chinese Medicine Intangible Cultural Heritage Exhibition" and "Brilliant Galaxy - Chinese Medicine History Story Exhibition" were previewed for the general public. Among them, the "Counselor's World - Lingnan Traditional Chinese Medicine Intangible Cultural Heritage Exhibition" takes 18 intangible cultural heritage items of traditional medicine in Guangzhou as the main exhibition content, and displays 252 Lingnan traditional Chinese medicine treasures according to the three units of "Lingnan Good Medicine", "Apricot Forest Branches and Leaves" and "Yangyi De Yongnian". The "Brilliant Galaxy - Historical Stories of Traditional Chinese Medicine Exhibition" integrates 19 allusions and memorabilia of the development history of Chinese medicine from ancient times to the Qing Dynasty into the antique architectural atmosphere of the Guangzhou Cultural Center, allowing the public to fully experience the wisdom of the sages of the past dynasties.
According to the organizers' statistics, the exhibition has attracted 364,000 visitors since its opening, and the overall satisfaction of visitors with the exhibition has reached more than 96%. In the "exhibition information acquisition channel" option, 28.3% of the visitors chose "recommended by friends", and the audience aged 18-35 accounted for 50.9% of the total audience. The organizers said that the data shows that more and more young people are interested in traditional Chinese medicine culture, and it also confirms the current trend of traditional Chinese medicine and health preservation among young people.
In addition to the exhibition, the "Counselor's World - Lingnan Traditional Chinese Medicine Intangible Cultural Heritage Publicity and Exhibition Season" also built a "combination punch" of the exhibition season with a large number of lectures, free clinics, experiences, research, exhibitions, exhibitions and performances, etc., so that the whole exhibition season was alive. This is also the first time that the Guangzhou Intangible Cultural Heritage Protection Center has conducted a quarterly and comprehensive special display of intangible cultural heritage items in the form of "quarters".
The whole publicity and display season has set up a special section of "Polishing the Intangible Cultural Heritage Brand - Lingnan Traditional Chinese Medicine Intangible Cultural Heritage Publicity and Promotion Week", and 1-2 intangible cultural heritage items will be promoted every week in 11 special promotion weeks. 17 intangible cultural heritage items of traditional Chinese medicine and 72 various activities organized by 218 medical practitioners ran through the exhibition season, allowing the participating citizens to feel the down-to-earth, flesh-and-blood and vigorous culture of traditional Chinese medicine.
According to the organizer's preliminary planning, the promotion week originally planned to hold 42 activities, but in the process of development, many intangible cultural heritage protection units temporarily increased the number of activities. The positive interaction between the intangible cultural heritage items and the audience has led to more than 13,000 offline participants and more than 300,000 online viewers during the series of promotion weeks.
During the exhibition season, coinciding with the peak seasons of cultural tourism such as New Year's Day, Spring Festival, and Lantern Festival, the organizers launched immersive cultural tourism activities such as traditional Chinese medicine theme parades, Spring Festival intangible cultural heritage garden parties, and Lantern Festival traditional Chinese medicine lantern riddles at these nodes, exploring a new path for the in-depth integration of cultural tourism with traditional Chinese medicine intangible cultural heritage as the content.
In order to continue the achievements of the exhibition season, let the intangible cultural heritage of traditional medicine continue to "go on", and promote the further integration of "intangible cultural heritage + group culture + health", the organizers are creating a "never-ending" exhibition season through a series of long-term mechanisms. It is reported that the organizers are planning to make the two exhibitions of the event, namely "Counselor's World - Lingnan Traditional Chinese Medicine Intangible Cultural Heritage Publicity and Exhibition Season" and "Brilliant Galaxy - Exhibition of Historical Stories of Traditional Chinese Medicine", into activity panels, and send the exhibitions to schools, scenic spots, inheritance bases and other communities.
At the closing ceremony, the "Medical Care Lingnan" Intangible Cultural Heritage Volunteer Service Team, which is included in the cultural and tourism professional volunteer service team under the guidance of the Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism, was officially announced, and a flag awarding ceremony was held on the spot. The volunteer service team is composed of all inheritors or physicians who participated in the activities of this publicity and exhibition season, and has formulated the "Regulations of the "Medical Care Lingnan" Intangible Cultural Heritage Volunteer Service Team, which has attracted more than 20 individual members and 2 team members.
At the same time, at the closing ceremony, the Guangzhou Intangible Cultural Heritage Protection Center also officially set up a number of special branches of the Guangzhou Intangible Cultural Heritage Exhibition Hall, and awarded the first batch of 8 special branches of traditional Chinese medicine intangible cultural heritage, namely Baiyun Mountain Guanghua Medical Church, Caizhilin Traditional Chinese Medicine Culture Museum, Chen Liji Traditional Chinese Medicine Cultural Park, Guangzhou Shennong Caotang Traditional Chinese Medicine Museum, Guangzhou Xiguan Zhenggu Cultural Center, Xingqun Time-honored Brand (Traditional Chinese Medicine) Cultural Park, Guangzhou Baiyunshan Zhongyi Pharmaceutical Intangible Cultural Heritage Exhibition Hall, and the Lingnan Traditional Chinese Medicine Cultural Exhibition Hall of the First Affiliated Hospital of Guangzhou University of Chinese Medicine. ■
[Source: Nanfang +, Reporter: Yang Yi]