A parade takes place on 10-Mile Long Street in Taizhou. [Photo/the official news website of Taizhou]

Ten-Mile Long Street in Luqiao district, Taizhou, East China's Zhejiang province, was bustling with visitors on Jan 1, as the district hosted a concert, pleasure boats performances, traditional opera performances, and parades during the New Year's Day holiday, all designed to celebrate local culture and traditions.

The improvement of the old street stems from the district's efforts to utilize its historical and cultural heritage to drive development, integrating intangible cultural heritage with tourism, commerce, technology, and performing arts to create a new type of cultural tourism experience and public cultural space.

The district also introduced a model that combines intangible cultural heritage with night tours, developing night-time experiences featuring traditional theatre, opera, and live water street performances.

At the Taizhou Feiyi Baigong Pavilion, visitors immersed themselves in hands-on experiences, including painting on oiled-paper umbrellas and exploring the fine art of traditional crafts. This 2,400-square-meter cultural landmark now hosts 14 intangible cultural heritage items, creating a new cluster of local crafts.

From the Taizhou Feiyi Baigong Pavilion and tea culture spaces to traditional medicine therapy experiences and local liquor brewing, the street weaves intangible cultural heritage into daily life, allowing visitors to engage with the vibrant essence of traditional culture.