In order to promote the deep integration of intangible cultural heritage projects and traditional festivals, create a festive atmosphere of joy, auspiciousness, warmth and harmony, and expand the effect of "Spring Festival - the social practice of Chinese people celebrating the traditional New Year" included in the Representative List of the Intangible Cultural Heritage of Humanity, according to the relevant requirements of the Intangible Cultural Heritage Department of the Ministry of Culture and Tourism's 2025 "Intangible Cultural Heritage Celebrates the New Year My Hometown Year" video live broadcast event, and further implement the requirements of the "Zhejiang Province Intangible Cultural Heritage Inheritance Action Plan", Zhejiang will organize and carry out the Zhejiang New Year Flavor·2025 Zhejiang Province "Intangible Cultural Heritage Celebrates the New Year My Hometown Year" video live broadcast event from now until the Lantern Festival.
The series of activities mainly include "Auspicious Snake Dance for the New Year" - 2025 Zhejiang Province's "Intangible Cultural Heritage New Year" and Zhejiang Intangible Cultural Heritage New Year Shopping Month Launch Ceremony, Zhejiang Intangible Cultural Heritage Museum "Celebrate the Spring Festival at the Intangible Cultural Heritage Museum" 2025 Yi Si New Year Spring Festival series of activities, 2025 "Youth Qujiang Cup" Zhejiang Intangible Cultural Heritage New Year Customs Image Competition, 2025 "Intangible Cultural Heritage Celebrates the New Year, My Hometown Year" special exhibition and more than 400 intangible cultural heritage activities across the province, and more than 100 online live broadcasts on video live broadcast platforms such as Douyin and Video Number, from Laba to Lantern Festival, with a long time span and rich content, covering traditional dance, folk customs, traditional skills, traditional drama, traditional art and other categories.
Representative intangible cultural heritage projects at all levels related to New Year customs across the province gathered during the Spring Festival. There are various intangible cultural heritage experience activities, market exhibitions, program performances, knowledge lectures, etc., covering online and offline, showing Zhejiang's New Year customs in various forms such as pictures, texts, videos, and live broadcasts, presenting a vivid picture of the whole province celebrating the New Year and everyone sharing the intangible cultural heritage New Year atmosphere.
1. "Auspicious Snake Dances in the New Year" - Launching Ceremony of Zhejiang Province's "Celebrating the New Year with Intangible Cultural Heritage" and Zhejiang Intangible Cultural Heritage New Year Shopping Month in 2025
On January 17, the "Auspicious Snake Dances in the New Year" - the 2025 Zhejiang Province "Intangible Cultural Heritage New Year" and Zhejiang Intangible Cultural Heritage New Year Shopping Month Launch Ceremony will be held in Xiaoshan District, Hangzhou. The event includes 7 major sections: the 2025 Zhejiang Province "Intangible Cultural Heritage New Year" Launch Ceremony, Zhejiang Market Fun, Zhejiang Experience Fun, Zhejiang Lantern Fun, Zhejiang Blessing Fun, Zhejiang Acting Fun, and Zhejiang Night Tour Fun, covering the market, experience, performance, lanterns and other Spring Festival special contents, with the Year of the Snake as the creative tone, the national trend style as the design theme, and the use of "umbrella" and "lantern" and other elements to create immersive scenes.
Date: January 17
Location: Louta Town, Xiaoshan District, Hangzhou, Online
2. "Celebrate the Spring Festival at the Intangible Cultural Heritage Museum" 2025 Yisi New Year Spring Festival Series of Activities
Welcome the New Year, in order to encourage more audience friends to celebrate traditional festivals at the Intangible Cultural Heritage Museum, Zhejiang Intangible Cultural Heritage Museum will organize and hold the "Celebrate the Spring Festival at the Intangible Cultural Heritage Museum" 2025 Yisi New Year Spring Festival series of activities. Through viewing the big exhibition - "Si Shi Ru Yi Zhejiang Li Jia Nian" Spring Festival cultural theme exhibition, watching the big drama - 2024 "Zhejiang Good Tone" traditional drama performance series activities, interesting research - "Inheritance to the Future" Spring Festival special event, talking about the New Year - Zhijiang Intangible Cultural Heritage Lecture Hall Spring Festival Culture Special Lecture, visiting the big market - Zhejiang School Gift Market, passing on the big film - AIGC Spring Festival theme short film "Spring Festival", passing on the big blessing - New Year blessing activity, competing in creativity - Intangible Cultural Heritage New Year · Smart New Year AI Model Creation Competition, big live broadcast - live broadcast of traditional cultural activities during the Spring Festival in various parts of the province, the museum will present nine major theme activities, including exhibitions, performances, displays, sales, lectures, research, live broadcasts, interactions and other forms of Spring Festival elements, to present a feast of Spring Festival intangible cultural heritage to the audience.
Time: Early December 2024 - Early March 2025
Location: Zhejiang Intangible Cultural Heritage Museum, Online
3. 2025 "Youth Qujiang Cup" Zhejiang Intangible Cultural Heritage New Year Customs Video Competition
In order to encourage the public to participate in the cultural activities of the Spring Festival, we will shoot and record the intangible cultural heritage projects related to the New Year customs around us, which are rich in content and diverse in form, and present them in a wonderful way with video works (photos, short videos). From now on, the 2025 "Youth Qujiang Cup" Zhejiang Intangible Cultural Heritage New Year Customs Video Competition, guided by the Zhejiang Provincial Department of Culture, Radio, Film and Tourism, hosted by the Zhejiang Intangible Cultural Heritage Protection Center (Zhejiang Intangible Cultural Heritage Museum), and undertaken by the Qujiang District Culture, Radio, Film, Television, Tourism and Sports Bureau of Quzhou City, has officially started. It will widely collect high-quality video works related to the New Year customs culture throughout the province, create a happy and festive New Year atmosphere, reflect the strong hometown New Year flavor, and promote the dissemination of intangible cultural heritage New Year customs. (The competition rules and video upload entrance will be presented in the form of tweets in the near future)
Time: January 7 (Laba) to February 12 (Lantern Festival)
Location: Online
4. 2025 "Intangible Cultural Heritage Celebrates the New Year, My Hometown Year" Special Exhibition
From now until around the Lantern Festival, the Zhejiang Intangible Cultural Heritage WeChat public account, Douyin account, video account and other platforms will present new year customs with Zhejiang characteristics to the audience in the form of short videos and live broadcasts.
The Zhejiang Intangible Cultural Heritage WeChat public account has set up a special topic called "Zhejiang New Year Flavor", which promptly pushes out content promotions such as project warm-ups, event information, and detailed reviews related to the Spring Festival throughout the province, forming a multi-level linkage of the provincial, municipal and district self-media matrix, and setting up various interactive links to stimulate the enthusiasm and interest of the majority of netizens and actively participate in Zhejiang Intangible Cultural Heritage New Year customs activities.
Zhejiang's official Douyin and video accounts for intangible cultural heritage have joined hands with the official self-media accounts for intangible cultural heritage in some cities and prefectures to upload short videos on related topics based on the special topics and topic words opened by the Intangible Cultural Heritage Department on the platform, forming a short video matrix, vigorously promoting and displaying Zhejiang's key New Year customs activities, and stimulating the vitality and popularity of short videos.
Time: From now until February 15
Location: All over Zhejiang Province, online
