In a vibrant ceremony held on Jan 13, Dongying in Shandong province kicked off its year-end shopping festival at the ancient-themed intangible cultural heritage street in Lijin county.

This festival, an integral part of the rural cultural tourism festival, revolves around the theme celebrating the Lunar New Year in the village. Lijin has planned an array of activities from the first day of the twelfth lunar month to the second day of the second lunar month. Highlights include a Spring Festival gala, lantern show, village evening party, shopping festival, art festival, and cultural performances, totaling over 10 engaging events.

The year-end shopping festival. [Photo provided to chinadaily.com.cn]

The acclaimed heritage-themed street stands as one of the nation's top reform and innovation cases in the cultural and tourism sector. Boasting 35 intangible cultural heritage projects and eight heritage workshops, the street operates under an innovative model, attracting more than 500,000 visitors since its opening in February 2023.

An actor and an actress play opera on the stage. [Photo provided to chinadaily.com.cn]

Attendees immersed themselves in cultural and folk performances, experienced diverse intangible heritage crafts, and enjoyed traditional costume magic shows. The event also featured a showcase and sale of unique New Year goods, including local mutton, pan-fried dumplings, and traditional tofu. Visitors were delighted with Spring Festival gifts such as couplets, blessings, red lanterns, and window decorations.

The festival in Dongying promises a fusion of tradition and festivity, inviting all to explore the rich tapestry of cultural experiences in this picturesque corner of Shandong.