The "Shanxi Intangible Cultural Heritage Arts Season (Winter)" has launched on Zhonglou Street in Taiyuan, Shanxi province, and will run until March 22, aiming to integrate intangible cultural heritage (ICH) into modern life.

Shanxi Intangible Cultural Heritage Arts Season (Winter) kicks off in Taiyuan. [Photo provided to goshanxi.com.cn]

The event sets a new benchmark for cultural tourism marketing by combining performance, exhibition, experience, and consumption. Through diverse interactive activities, innovative scenarios, and comprehensive promotional strategies, it brings the rich heritage of Shanxi out of display cases and into the public sphere, transforming it into a tangible, participatory, and consumable modern aesthetic experience.

"Jin Kan Heritage" art space has transformed into an ICH experience center for the event, with an exhibition titled Five Blessings Arrive that connects Shanxi embroidery patterns with various other heritage projects. This creates an immersive space where visitors can participate in workshops for paper cutting, dough modeling, and shadow puppetry, and purchase cultural products like Lihou cloth tigers and Guan Gong figurines that blend traditional charm with modern arts.

A cultural performance at the launch ceremony. [Photo provided to goshanxi.com.cn]

A "Zhonglou Street Heritage Map" has been introduced, featuring over 10 ICH brand stores, including Qianhexiang, Daningtang, Huataihou, and Meiheju. Visitors can use a custom Shanxi merchant-themed stamp-collecting card to unlock surprise gifts and enjoy "checking in, redeeming, and shopping".

The event will also unveil major initiatives, such as the "2026 Heritage Folk Activities", the "Heritage Curator Recruitment Plan", and the "ICH Youth Cultivation Program", aiming to shift heritage from static preservation to dynamic transmission and encourage more people to experience heritage in modern life.

A dancer performs at the launch ceremony. [Photo provided to goshanxi.com.cn]