Zhejiang non -legacy sounds urban and rural "commonly rich songs"

Author:Cultural Tourism China Time:2022.06.24

"By 2025, we will strive to build an influential non -heritage province with influential nationwide; by 2035, we will strive to comprehensively form a new pattern of protection of intangible cultural heritage with characteristics of Zhejiang." Recently, the Propaganda Department of the Zhejiang Provincial Party Committee, Culture and Culture of Zhejiang Province and Zhejiang Province The Tourism Department issued the "Implementation Opinions on Further Strengthening the Protection of Intangible Cultural Heritage", and clearly proposed the goal of building a demonstration zone and model land for the construction of a national intangible cultural heritage inheritance and development demonstration zone. Zhejiang is one of the provinces that have carried out intangible cultural heritage in my country, and their protection results are among the top nationwide.

"2022 is the innovation of the construction mechanism, the year of reform and exploration, and the year of the results display of the construction mechanism of the common wealth demonstration zone in Zhejiang Province. Playing helps urban and rural areas, "said Ye Jing, deputy director of the Department of Culture and Tourism of Zhejiang Province.

▲ Bowl kiln · Bowl East Future Village

Remove the new path of "common rich"

On June 11, the Chinese Fan Museum by the Hangzhou Grand Canal, the traditional craft exhibition of non -heritage preparations, was held. Excellent lacquer work from the country was full of paintings. A variety of traditional decorative techniques such as lacquer, carved lacquer, and lacquer gathered together, attracting many citizens and tourists to come and watch. It is understood that the traditional craft exhibition of non -heritage salaries began in 2019 and has been successfully held for 4 sessions to this year. This year's exhibition mainly focuses on the construction theme of the common wealth demonstration area. While the exhibited works reflect the cultural diversity of traditional lacquer art, the exhibited works are closer to life. The perfect combination of art and life allows non -heritage to better "fly into the home of ordinary people." From the perspective of the person in charge of the Zhejiang Provincial Non -Heritage Protection Center, this year's exhibition is held by the combination of online and offline, which not only meets the needs of different people, but also has more flexible forms, and it is more convenient for audiences to visit and experience.

Zhejiang has carried out digital service zones for the establishment of digital service zones around the e -commerce platform's entry, design transformation, dissemination, promotion, and investment promotion. , One -stop service platform for promoting cooperation. Among them, the methods and processes of various e -commerce and social platforms are made into short videos and put them on the homepage of the "Communist Guide" to help non -genetic inheritors broaden and securely broaden the display channels. Link the e -commerce and social platforms such as Alibaba, Sina Weibo, Xiaohongshu, Douyin, Bilibili, to strive for traffic release and promotion for non -heritage good things, and create a consumer atmosphere of "Lesao Goods Shopping". In Zhejiang, as long as you turn on the mobile phone Taobao, click to enter the "Taobao Specialty -Zhejiang Non -Heritage Shopping Festival" special session, that is, the Hedo purchase of non -heritage.

In the Songcheng Scenic Area of Hangzhou, AR tour guide "Xiaoqing" is very busy online. When tourists enter the scenic area, they can summon the virtual "Xiaoqing" through the Songcheng Guide APP. Through the realistic navigation and professional introduction of "Xiaoqing", the play is more convenient and deeper. On June 30 this year, on the banks of Xizi Lake in Hangzhou, many non -heritage projects of Song Yun themes will also be displayed online. The audience can enjoy the "through the Song of Vietnamese Song, walk through the poems, linger on the pavilion, and the landscapes. "Between" digital non -heritage life.

"Platform+data", "e -commerce+service", "live broadcast+cargo" ... non -heritage digitalization is making Zhejiang non -heritage "move" and "live". With the further popularization of 5G, AI, VR, and AR technology, non -heritage digitalization has become a new trend and new trend in Zhejiang.

▲ Bowl Kiln Village, Gliti Township

Sing the good voice of "common rich"

In 2021, Zhejiang's "Non -Heritage Shopping Festival · Zhejiang Consumption Season", 82,749 products participated in the sales, achieved sales of 1.18 billion yuan. Among them, online sales were 1.06 billion yuan, and offline physical store sales were 120 million yuan. As an important starting point for the construction of Zhejiang non -heritage to help the construction of a common prosperity demonstration area, the "Non -Heritage Store Festival · Zhejiang Consumption Season" in 2022 is also hot. Related enterprises provide online traffic support, and have built interaction platforms for the inheritance and mass cultural consumption through live broadcasts, spikes, online auctions, and issuing coupons. This event was launched on June 1 and ended on June 13. There were 11 districts and cities in the province participating, selling non -heritage products and related derivatives (cultural and creative products) for more than 9.81 million pieces, with sales of 356 million Yuan, including 531 webcasts of non -heritage old -fashioned stores, sold nearly 400,000 products, sales amounts of 2336 yuan, a total of 12.28 million people watched the live broadcast.

Wenzhou Shayu's daughter -in -law has dry production skills since 1919, from the inheritance of 3 generations of mother -in -law, and has a history of 103 years. In 2009, the production technology of Shayu powder was included in the protection list of Intangible Cultural Heritage in Wenzhou. From the perspective of Liu Binqing, the fourth -generation inheritor of "Mother -in -law and Dry", the protection of the old taste of his hometown cannot be limited to the family -style inheritance. It should also enter the market, enter the sight of the people, and introduce brand -oriented development ideas. To this end, she actively participated in activities such as non -heritage communities and campus, and cooperated with Zhejiang Satellite TV, Wenzhou Baixiao, Leqing City Network and other platforms to tell the story of Yueqing non -heritage folklore. The number of online viewers exceeded 1 million. Nowadays, such as Wenzhou Shayu's mother -in -law powder drying processing, a non -heritage background, "Village integration is widely driven by income sharing", has blossomed everywhere in Zhejiang. At present, more and more non -heritage creative products have entered millions of households. This method of transforming non -relics, knowledge, ability, and tangible carriers, tools, and physical transformation is sought after by many young people. In Zhejiang, people can go to Zhiwei to watch the delicious snacks containing dozens of production processes. Look at the four virtues of the four virtues in Shao Zhiyan Bi Zhuang to watch the four virtues, listen to one of the four virtues in Dahua Library. There is a book with a unique book ... There is also a live broadcast of "Cloud Tour Shop". The host led netizens to enjoy the non -vitamin essence and participate in the interactive experience through the lens. , Buy non -heritage products. According to statistics, as of now, more than 5.5 million people have participated in the live broadcast of non -heritage "Cloud Tour Stores".

"Lotus crispy, Dingsheng cakes, square cakes, bar cakes, etc. are traditional pastries that ordinary people like to buy. We have also made innovations in shape and packaging. For example, this green horse Dingsheng cake is now very popular." Said Han Qi, a representative inheritor of traditional snack production technology.

Start the new engine of "common rich"

"Here is Zhejiang Leqing. Today I will take everyone to feel the charm of Leqing's fine lines of carved paper ..." In the short video under the theme of "I endorsed by my hometown of non -heritage", the host talked about The mystery hidden in Leqing fine lines. This year, Zhejiang Province launched the "I endorsed the non -heritage of good things for my hometown". Relying on Zhejiang Radio and Television Group's new blue network provincial media to propagate the power, it was widely launched in the province's 11 local radio and television new media. Talking about hometown affairs, calling on the whole people to follow the passage, to promote the characteristics of non -heritage of hometown, to create a strong atmosphere, condense extensive consensus, and stimulate surging motivation for Zhejiang's non -genetic inheritance and development. 52 related short videos of Zhejiang non -heritage good things such as "Qingtian Stone Carving Stone Sky", "Popular Wood Carving", "Fine -striped Carving", "Film Carving Covered Paper", "Longshan Farmers", and other related short videos of Zhejiang non -heritage. The online exposure volume reached 2.348 million, and the view volume was 1.824 million.

Zhu Yumei, a non -genetic inheritor in Zhuzhou, Zhejiang Huzhou, has been adhering to the spread of bamboo braids in schools, towns and towns for many years. "Many young people are not familiar with traditional farm tools now. This is a silkworm plaque for raising silkworms. This is a rice craftsman ... These farm tools produced by bamboo craftsmanship and paper art are made. The memory of a generation of farmers struggle is the inheritance of the first generation of the Chinese people's labor spirit. "Zhu Yumei introduced his own craft works while introducing the economic development, social changes and changes in life.

▲ Along the Grand Canal

▲ Siming Pick up -Hailishu's Journey (Drum Tower)

▲ Green Water and Green Mountains -Anji Non -Heritage Journey (Song Yan Tea Expo Park)

The "2022 Cultural Tourism Market · Song Yun Hangzhou Wonderful Night and Cultural Tourism Consumption Season" activity on the shore of Xizi Lake in Hangzhou. Travel Innovation, Art Township Construction, Slow Micro Travel and other core elements of Hangzhou Cultural Tourism Industry have created a new platform for urban cultural tourism night consumption, and more than 180 exhibitors participated in the exhibition. At the same time, with the release of the first batch of 16 non -heritage -themed tourism routes in Zhejiang Province, the first batch of 16 non -heritage -themed tourism routes, exploring the Millennium Millen Capital Win Hangzhou Memory Wake -up Tour, Si Ming Shi Fun Trip -Haishu African Humans, Four Human Humans Classic journey of non -heritage projects, green water and green mountains -Anji non -heritage journey, the road of Tang poetry -explore every tourist route of Yueyin Fanghua, Qiandao Heritage -Ancient Village Town, Ancient Village While bringing tourists to appreciate the style of "Zhejiang", sprinkle the beauty of Zhejiang's non -heritage to the fields to help common prosperity and share a better life.

"China Culture News" on June 24, 2022

The 4th version published a special report

"Zhejiang Non -Ridge in the Urban and Rural" Communist Fu Qu "

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Editor -in -chief: Chen Xiaoyue