The first season of "Intangible Cultural Heritage (ICH) Goods and Chinese Trends-Four Seasons ICH Shopping Month" debuted on Jan 7 with the "ICH Chinese New Year Goods Shopping Month" event in Xi'an, capital of Northwest China's Shaanxi province.

This launch also began the "Spring Festival in Xi'an Most Cultural and Traditional" series event.

The "Spring Festival in Xi'an Most Cultural and Traditional" series event launched on Jan 7. [Photo/Xi'an Daily]

The evening opened with a performance of Xi'an Drum Music, a UNESCO-recognized cultural gem with a 1,300-year history.

The event aimed to enrich shopping experiences, boost consumption, and invigorate cultural tourism.

At the bustling Tang Paradise venue, an ICH market showcased 97 stalls offering unique ICH items from across China. Highlights included Jingdezhen ceramics, Shanxi aged vinegar, and Chongqing Miao embroidery, merging traditional craftsmanship with contemporary trends.

Qin Opera masks at the ICH market. [Photo/Xi'an Daily]

The Shaanxi Provincial Department of Culture and Tourism will unveil over 1,000 activities centered around ICH, inviting tourists nationwide to celebrate Chinese New Year in Shaanxi. The program includes four main categories: ICH grand events, ICH tour routes, ICH performances, and ICH goods.

Shaanxi will distribute 50 million yuan ($6.82 million) worth of cultural tourism consumption vouchers covering ICH performances and creative products to boost tourism and cultural engagement.

Delicate dough sculptures are displayed at the ICH market. [Photo/Xi'an Daily]

Riding the momentum of hosting the ICH Chinese New Year Goods Shopping Month, Xi'an has launched the 52-day-long "Spring Festival in Xi'an Most Cultural and Traditional" series event. This celebration will preserve and promote traditional Chinese culture while integrating commerce, tourism, and sports.

Key highlights include a subsidy program encouraging consumers to trade in old items for new ones and 173 unique folk activities spanning six categories, such as lantern festivals, cultural performances, and museum workshops.