Visitors to Kaifeng, Henan province, play with the traditional shadow puppets. (Photo: LI JUNSHENG/XINHUA)

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Intangible cultural heritage provides rich experiences.

Yao Bin and his two children spent a long time studying a large brick-carved artwork during their visit to a theme park in Shunde, Guangdong province, late last month.

The work, which is 8.5 meters high and 3 meters wide, features Cantonese opera performers and martial arts practitioners in the foreground, while the rest of the space is taken up with distinctive local architecture and natural scenery.

Yao said, "Its sheer size is impressive, and you can see the delicate details at close quarters."

Kite-making is demonstrated at Beijing Wtown in the city"s Miyun district.

The work was meticulously created by He Shiliang, an inheritor of brick-carved artwork, which was named a provincial intangible cultural heritage in 2007.

The work meets the standards of even the most discerning critic, with its clear-cut strands of hair on the characters, layered folds of their clothing, shimmering ripples on the surface of a river, and intricate patterns on the stems of flowers and plants.

The Yao family, from Fujian province, was not satisfied with just posing for photographs in front of this work, but took time to fully appreciate it.

"I noticed its cultural significance when I was making my travel plans, such as the way in which this creation reflects regional characteristics and is a delicate work of art on its own merits," Yao said.

He made a point of taking his children to appreciate the work during a visit to the OCT Harbour Plus theme park.

Creating the work involved sculpting figures or patterns on high-quality, fine-textured green bricks. Its distinctive characteristics include delicate knife work, smooth and free-flowing lines, fine and detailed craftsmanship, well-defined layers, a strong 3D visual impact, and lifelike representations.

Whether viewed from a distance or close up, the work is aesthetically pleasing and captivating.

It took He two years to complete, and the work — part of the theme park"s efforts to integrate tourism and intangible cultural heritage — has attracted numerous visitors to the venue since being unveiled in April 2020.

"Although this is not my largest work, it is the most special," He said.

He added that he was excited about the theme park"s idea in 2018 to integrate tourism and local culture, so he ensured that the work included as many traditional cultural elements from Shunde as possible.

"It can help visitors experience something authentic and special about Shunde," He said.

Tourists learn a dance from the Li ethnic group in Sanya, Hainan province. (Photo: GUO CHENG/XINHUA)

Singer performs

Other forms of local intangible cultural heritage, such as dragon boat races, have been highlighted at the park during public holidays.

Chen Zhenqiu, who was named a national inheritor of dragon boat singing in 2018, has been invited to perform at the park in recent years.

"It"s been a delight to perform dragon boat singing in front of so many visitors from across the country and have such large audiences hear this traditional artform," Chen said.

"Performances at tourist attractions and interaction with visitors are beneficial in bringing intangible cultural heritage to life and increasing its popularity."

Wang Jihai, a senior staff member at the theme park, said such experiences, which have proved popular with visitors, are aimed at enabling them to experience local history and culture.

Intangible cultural experiences have been beneficial for the park"s operations nationwide.

Such events at OCT Fabland Xiangyang in Hubei province have drawn about 1 million visitors annually since the venue opened in 2020.

Learning tours at the Xiangyang attraction that highlight local intangible cultural heritage attracted a total of more than 50,000 visits from primary and middle school students by the end of last year.

Wang Xiaofeng, president of the China Intangible Cultural Heritage Protection Association, said that as a key tourism resource, intangible cultural heritage is one of the most dynamic ways to integrate culture and tourism.

Such heritage signals the achievements of the nation"s culture and history, reflects cultural diversity, and provides a way to meld culture and tourism, Wang said.

More than 80 percent of China"s intangible cultural heritage is named after the regions or ethnic groups from which it derives, and it provides tourists with a wealth of local customs, craftsmanship and performing arts, Wang said.

The strong local flavor of this heritage can add to the appeal of travelers" cultural exploration trips, he added.

A growing number of examples of intangible cultural heritage and their inheritors are featured at tourism areas to enrich visitors" experience.

Visitors watch an artist making clay sculptures at a folk culture park in Shenzhen, Guangdong province. (Photo: GUO CHENG/XINHUA)

More efforts urged

At Beijing Wtown in the Chinese capital"s Miyun district, traditional dyeing, paper-cuts, shadow plays, Peking Opera and movable type systems have drawn crowds of enthusiastic visitors.

Shi Shanfeng, assistant president of the water town resort, said, "These features enable our guests to experience the inheritance and development of intangible cultural heritage in China." Such experiences combine well with the Great Wall and other attractions in the area, Shi added.

More efforts should be made to enrich cultural experiences at the venue, Shi said.

In Wuhan, capital of Hubei province, Jiqing Street is home to intangible cultural heritage featuring distinctive food and craftwork that showcase the best of traditional and modern life and attract about 1 million visitors annually.

Food lovers line up outside the Sijimei restaurant, which sells dumplings with juicy meat on the street. The method of making these dumplings, which first appeared about 100 years ago, is a provincial intangible cultural heritage.

Zhang Dejuan, a fourth-generation inheritor of the dumping-making method, said the dough is as thin as paper, and the filling is made from 20 ingredients, including broth, diced chicken, pork, wine and dried shrimp.

Explaining the dumplings" popularity, Zhang said, "It"s all about using good ingredients, precise cooking techniques, and understanding the subtle nuances."

In addition to choosing premium ribs and flour, the right time to add salt and ginger in the amount prescribed in the recipe is key to satisfying visitors" taste buds, Zhang said.

A short walk from the dumpling restaurant, the century-old Wangyuxia traditional bakery offers delicate local snacks and a tour of their history and culture at its own museum.

A handicraft fair is also a big attraction on Jiqing Street. Visitors watch sugar-blowing (an artform in which heated syrup is used to mold a sugar ball into different shapes), dough figurines being sculpted, and shadow puppetry and other examples of intangible cultural heritage by folk artists. Related souvenirs are also available.

The stall of Liu Jie, an inheritor of dough sculpting, is always surrounded by curious visitors who watch Liu fashion figurines, flowers and animals.

"These stalls at the fair provide some income for inheritors, but more important, they enable residents and tourists to come into close contact with intangible cultural heritage, bringing it fully into people"s lives," Liu said.

In addition to local opera performances, various forms of traditional Chinese storytelling are staged regularly on the street.

Zhang Xilin, an official with the street management team, said, "The fair has proved to be a sensation."

The mix of intangible cultural heritage and tourism on Jiqing Street has been a success and is popular with visitors from home and abroad, Zhang said.

The street authorities are considering developing more cultural experiences and establishing intangible cultural heritage classes for student visitors.

"Adjustments will also be made to the selection of handicraft products at the heritage fair to attract more residents and tourists," Zhang added.

Folk artists beat traditional Sizhou Battle Drums at Tianma town in the southeast of Guizhou province. (Photo: HU PANXUE/FOR CHINA DAILY)

Products launched

Zhang Yan, an official at the provincial culture and tourism department in Zhejiang, said intangible cultural heritage now features at more than 160 major tourist attractions and a dozen tourist routes in the province.

Some 300 tourism products highlighting this form of heritage have also been launched annually, Zhang Yan said.

In Hunan province, Wang Peng, an official at the cultural and tourism department, said the authorities have advanced the development of intangible cultural heritage workshops, as well as villages, towns and blocks — all with cultural heritage features. These efforts have resulted in a significant rise in the number of tours to suburban and rural areas, Wang added.

Sun Jie, CEO of online travel agency Trip.com Group, said tourists are no longer content with merely sightseeing, but also want to pursue intangible cultural heritage experiences in which they can interact with inheritors and learn about them.

The agency is enhancing cooperation with destinations nationwide to help create popular tours by combining intangible cultural heritage and tourism, Sun said.

The Ministry of Culture and Tourism has called for efforts to promote the integration of intangible cultural heritage and the tourism industry on a wider scale and at a higher level.

A circular issued by the ministry in February said such integration must only proceed on condition that cultural heritage is effectively protected.

The circular lists eight primary tasks, which include tourist product development, protecting cultural ecology, fostering tourist routes, and training personnel. It encourages the integration of intangible cultural heritage or relevant elements with tourist sites, including theme parks and hotels.

The China Intangible Cultural Heritage Protection Association recently unveiled 200 models for integrating such heritage and tourism nationwide.

The models, which include scenic spots, tourism towns, blocks and villages, are expected to provide reference points for future culture and tourism integration, the association said.

Wang Xiaofeng, the association"s president, said some 14,000 scenic sites rated "A" or above across China are important for showcasing and promoting cultural products, including intangible cultural heritage.

"The best protection for this heritage is to incorporate it into modern people"s lives. An influx of tourists results in a greater need for intangible cultural heritage," he said.

Li Xinjian, executive president of Beijing International Studies University"s Institute of Culture and Tourism Development, called for all those involved to choose intangible cultural heritage based on tourist needs, and use it to empower the industry and increase its added value.

The most important thing is to provide people with enjoyment and make intangible cultural heritage interesting for them, Li said.

Culture must also be disseminated appropriately through tourism, and the latter made more meaningful, he added.

Source: China Daily

Editor: Lai Yingying

Senior Editor: Pang Bo