In the season of warm spring breeze and wisteria flowers, the opening ceremony of the 2024 Five-Year Shopping Festival in Juyuan New Area and the sixth round of Xiaoqinglong Cultural and Creative Market came to a successful conclusion in Ziyunlang Park on Huancheng Road in Jiading District. The event was hosted by the Management Committee of Juyuan New Area and undertaken by Shanghai Juyuan Cultural Development Co., Ltd., aiming to attract people from all over the world to come to Juyuan, touch the historical context of old Jiading, feel the cultural atmosphere of Juyuan, experience the organic combination of science and technology and intangible cultural heritage, and feel the diversified lifestyle in the wisteria flower corridor.
The campaign started on April 20 and lasted for two days. The organizers not only provided a visual feast for visitors, but also through a series of well-planned activities, allowing participants to deeply understand the cultural connotation and artistic value of wisteria flowers, while experiencing the unique urban cultural charm of Juyuan New Area.
At the opening ceremony, Zhang Yuting, deputy secretary of the Party Working Committee and director of the Management Committee of Juyuan New District, and Guan Chunhua, member of the Party Group and deputy director of the Jiading District Commission of Commerce, jointly launched the opening of the 2024 Five-Year Shopping Festival in Juyuan New Area; Jin Guofu, deputy director of the Development and Reform Commission of Jiading District, awarded the plaque to the credit business district of Juyuan New District; Zhou Jian, member of the Party Working Committee and deputy director of the Management Committee of Juyuan New District, opened the gong to officially launch the 6th opening of Xiaoqinglong Cultural and Creative Market.
Under the wisteria flowers in spring, the organizers have also carefully prepared a series of stage performances to harmonize art and nature, among which the integration of technology and games has injected new vitality into traditional arts, not only adding vividness and interactivity to the performances, but also providing a new way for the audience to experience them. This innovative attempt has made the perfect combination of culture and art and modern technology, bringing an unprecedented experience to the participants.
"Wisteria hangs on cloud trees, and flowers and vines are suitable for spring. During the two-day market, more than 20 special stalls were arranged according to four major sections, creating an experience space full of chrysanthemum culture for visitors. From food to cultural creativity, from intangible cultural heritage experience to game interaction, each stall showcases the richness and diversity of Xiaoqinglong Market in its own unique way. In this market, the addition of scientific and technological elements is a major highlight, and the popular science display and scientific and technological interaction links provide tourists with a more immersive viewing experience, and also open up a new way for the combination of science and technology and intangible cultural heritage.
"Dense leaves and hidden singing birds, fragrant wind and beauty. The main quest of "Blossoming Spring" designed with the theme of the twelve flower gods has become a highlight of this event. The interactive game around the three flower gods allows participants to challenge different levels by dressing up as flower gods, collect flower god tokens, and finally collect three tokens to synthesize the flower god bracelet, which is not only full of fun, but also successfully unlocks the special benefits of the May Cherry Cultural Festival in Juyuan Baiguoyuan. This kind of flower god costume tour of the garden integrates the beauty of nature, traditional culture and modern creativity, providing visitors with a new and immersive experience of flower appreciation.
In addition, at the event site, the organizers also carefully planned a series of unique intangible cultural heritage tide play sports, which perfectly integrated traditional culture and modern entertainment. These activities include Flower God Sowing - Color-Identifying and Grabbing Ball Game, Kemeng Ziyin - Keju Shooting Game, Flying Flower Leader - Pitching Pot Piercing Game, etc., which not only allow participants to exercise while enjoying the beautiful scenery of wisteria flowers, but also realize the interactive experience of combining movement and static. Through these games, the natural beauty of wisteria flowers, the profound heritage of intangible cultural heritage and the vitality of sports are combined, bringing a new way of experience to people. This innovative form of activity is not only a useful attempt to inherit traditional intangible cultural heritage, but also an important way to promote cultural diversity and national fitness.
In 2024, a series of cultural tourism activities called "Fangfei Manjia Impression Chrysanthemum Garden" will witness the comprehensive upgrade of the cultural tourism experience of Juyuan New Area. These well-planned activities not only showcase the picturesque natural scenery of Juyuan New District, but also highlight the city's spirit of openness and innovation and unique cultural charm. In particular, it is worth mentioning that the five flower-chasing check-in points and the two trendy carnivals will be presented together, connecting the flowering wonders of the entire Juyuan New Area, providing an excellent platform for citizens to experience the charm of urban culture. Whether it is the spring season or the crisp autumn season, tourists can find their own beauty in Juyuan New Area and leave unforgettable memories.