‘Xiangxi Cultural Tourism’ ranks among top three in the country

The 2024 “Culture into Homes, Livestreaming the New Year in My Hometown” campaign was launched in Changsha on the evening of January 18. The official intangible cultural heritage account “Xiangxi Cultural Tourism” of Xiangxi Bureau of Culture, Tourism, Radio and Television ranked among the top three in the country in the number of viewers on Douyin in the campaign.

The campaign is a specific measure taken by the Xiangxi Bureau of Culture, Tourism Radio and Television to further strengthen the protection and inheritance of intangible cultural heritage through creative transformation and innovative development. In 2023, Xiangxi carried out a series of cultural activities of New Year customs, and live-streamed them on various platforms such as Douyin, and Weibo, creating a Chinese Lunar New Year with strong traditional characteristics for the masses.

At present, Xiangxi Prefecture boasts one project of UNESCO intangible cultural heritage (ICH) of humanity, 28 national ICH projects, 111 provincial-level ICH projects, and 246 ICH prefectural-level projects. It has 33 national ICH inheritors, 93 provincial-level ICH inheritors, and 465 prefectural-level ICH inheritors. There are 55 ICH training centers at or above the prefectural level, 22 productive protection bases, 13 ICH workshops, 8 ICH villages and towns, 7 ICH blocks, 2 national research institutions for inheritors, 9 provincial-level ICH inheritance schools and practice bases, and 35 prefectural-level ICH demonstration schools.

This year, the Spring Festival customs in Xiangxi Prefecture will involve dozens of ICH items, such as Fire Dragon Dance, dragon lantern, lion lantern, Miao song, Miao drum, Miao embroidery, traditional paper cuttings art, and making technique of sugar-coated haws on sticks.

During the Spring Festival, all counties of Xiangxi Prefecture will be organized to record and disseminate the colorful ICH projects through short videos, live streaming, etc., on new media platforms such as Douyin, Xiaohongshu, Kuaishou, bilibili.com, and Weibo, and mobilize the public to participate, in a bid to jointly display the rich New Year intangible cultural heritage customs in Xiangxi and enhance the influence and reputation of Xiangxi’s ICH resources.