Jimu News:

Many products in renowned traditional industries are both cultural objects and consumer goods. We have observed that integrating culture and tourism is an effective way to revitalize these industries. In what areas will the MCT work to widen the scope for their development? Thank you.

Shan Gangxin:

Thank you for your observation and question. The document issued today states clearly that the diversified and integrated development of renowned traditional industries should be promoted, which both meets the needs of industrial development and answers the demands of the times for cultural heritage preservation. Such integration merges business formats, preserves cultural heritage, strengthens industries and improves people's livelihoods. Moving forward, we will implement the guidelines in earnest and draw on both the empowering role of culture and the driving force of tourism to widen the scope for the development of renowned traditional industries in three areas:

On the protection and inheritance of ICH, we will further promote its systematic protection and implement the action plan for boosting consumption through ICH. We will integrate ICH into people's lives through the "ICH in communities" initiative. We will continue to deepen resource matching by organizing ICH food fairs, brand promotion weeks and pilot projects to improve the quality and efficiency of ICH workshops. We will also bring high-quality ICH products to airports, high-speed trains and duty-free shops, and explore new ways to express and make appropriate use of ICH in a contemporary context. At the same time, we will strengthen the digital and intelligent preservation of ICH, focusing on living inheritance, scenario adaptation and digital and intelligent empowerment, and create a number of immersive and interactive new settings for experiencing and passing on ICH. This will allow renowned traditional industries such as silk, tea, porcelain and the Four Treasures of the Study (brush, ink, paper, and inkstone) to become part of people's daily lives in a more vivid and accessible way, enriching their lives.

To promote the integration and innovation of business models, we will deepen the two-way integration of culture and tourism with other industries and encourage the creation of high-quality cultural works such as films, TV series, animation and stage performances themed on renowned traditional industries. We will support the development of cultural, creative and tourism products based on cultural relics and ICH resources, and help renowned traditional industries keep upgrading and gain fashionable appeal. At the same time, we will use cultural industry parks and nighttime cultural and tourism spaces to host performances, markets and hands-on activities, and bring renowned traditional industries into scenic spots, blocks, resorts and key rural tourism villages. We will develop campaigns that encourage people to travel in search of ICH or discover it through film, keep creating new consumption scenarios and enrich the supply of high-quality cultural and tourism products, so that tourists can touch history and appreciate craftsmanship on their travels.

To strengthen outreach and promotion, we will combine attracting visitors to China with going global. We will support the inclusion of renowned traditional products in the recommended catalogs of "city gifts," "rural specialty products," and "quality ICH products," and bring them to the "five good" ICH fairs, which feature products that are good to look at, taste, listen to, play with and use. As "China Travel" and "China Shopping" continue to gain momentum, we will launch a series of themed inbound tourism routes and products, so that renowned traditional products can be seen, bought and taken home. We will also use brand events such as "Finest Cultural Gifts from China," "Celebrating the Chinese New Year with Intangible Cultural Heritage, Discovering the Flavors of China" and "Happy Chinese New Year" to showcase China's skillful traditional crafts and a festive culture of blessings and good fortune to audiences at home and abroad, share the aesthetics of Chinese life and tell China's story to the world.

Renowned traditional industries carry forward China's millennia-old cultural heritage while connecting it with modern life. The culture and tourism sector will thoroughly study and apply Xi Jinping Thought on Culture, better integrate ICH into modern life and bring out its contemporary value. We will help renowned traditional industries play a greater role in carrying on cultural traditions, boosting consumption and improving people's livelihoods, so that they shine with new brilliance. Thank you.