Starting with a series of performances featuring Lingnan culture, the 2021 Intangible Cultural Heritage Brand Summit kicked off at the Canton Tower, Guangzhou on December 18. The summit explores the potential of the digital economy of intangible cultural heritage in the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) and displays the vitality of intangible cultural heritage brands.

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During the opening performance, "strolling around the flower market", a Lingnan folk custom that was newly listed as a national intangible cultural heritage representative project this year, was combined with "rap" art, fully demonstrating the innovative integration of intangible cultural heritage and pop culture. A fashion show featuring Canton Embroidery was also held, which not only reflects the charm of both Lingnan's intangible cultural heritage but also the integration of traditional art and contemporary trends through fashionable techniques.

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On the first floor of Canton Tower, the exhibition featuring intangible cultural heritage brands was opened at the same time and will last until February 15, 2022. A total of 28 outstanding intangible cultural heritage items are showcased to the public, including paper-cuts of Foshan, Cantonese opera costumes, dragon boat and gambiered Canton gauze, some of which are displayed in immersive interactive form, attracting many visitors.

A child plays the immersive interactive game about Lingnan's intangible cultural heritage at the exhibition. (Photos provided to Newsgd.com)

In addition, the event also set up four visiting spots at the Yongqingfang, "C·Party" fashion market, Lingnan Impression Garden and "Wing of Guangzhou" cultural tourism town. Integrating the cultural tourism characteristics of each venue and adopting an interactive form, you can visit these venues to participate in the events to find out more about Lingnan's intangible cultural heritage.

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At the opening ceremony, Wang Chenyang, Director of the Intangible Cultural Heritage Department of the Ministry of Culture and Tourism of the People's Republic of China, said he expected that this summit will become a platform of common development and experience sharing for the national intangible cultural heritage brands nationwide, as well as a window to showcase Chinese traditional crafts to the world.

Liu Yumei, head of the Guangzhou Municipal Culture, Radio, Film and Tourism Bureau, pointed out that the summit will help the development of a "Cultural GBA", continue its role in cultivating the marketplace, and constantly improve brand cohesion and core value.

Later on, Tai Chi master Chen Zhenglei delivered a speech on "international communication of Tai Chi brand". Chen is one of the "top ten martial arts masters in China", 2020 "Chinese intangible cultural heritage person of the year" as well as being the representative inheritor of Chen-style Taijiquan.

Li Jinyun from Guangzhou Pharmaceutical Holdings Limited (GPHL) shared her view of the branding of traditional Chinese medicine culture. Li is a representative of Chen Liji traditional Chinese medicine culture and Pan Gaoshou traditional Chinese medicine culture and other protection units for representative projects of national intangible cultural heritages.