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During the recent National Day holiday, China’s domestic tourism saw an impressive turnout of 765 million trips, marking a 5.9% increase year-on-year, with total spending reaching 700.82 billion yuan, up 6.3% from the previous year. One standout performer was Guizhou, a province that has gained significant attention in the national cultural and tourism landscape over the past few years. According to data from various platforms, during the National Day period, Guizhou experienced a 21% increase in travel bookings, a 56% rise in ticket orders, and saw a remarkable 133% increase in inbound tourism orders.

Despite Guizhou’s relatively late start in the cultural and tourism sector compared to established destinations, it has emerged as a rising star on both the national and global tourism maps. The province boasts rich natural resources and a climate that attracts visitors seeking relief from the sweltering heat, especially as average temperatures from June to August hover around 23.6°C, making it an ideal summer getaway.

However, attributing Guizhou’s rapid rise solely to favorable weather conditions would be too simplistic and overlook the complexities of modern tourism development. What has Guizhou done right to elevate its status in the tourism industry? What unique factors have contributed to its burgeoning tourism popularity? Let’s explore this through four key aspects.

**1. Transportation Revolution: How to Get to Guizhou**

Transportation infrastructure is critical for the modern tourism era. Guizhou’s late start in tourism can be directly linked to its mountainous terrain and historically weak infrastructure. Recognizing this issue, Guizhou has embarked on a transportation revolution over the past decade, connecting various regions and facilitating tourism growth.

A milestone was reached on December 26, 2014, with the opening of the Guiyang-Guangzhou high-speed rail line, marking Guizhou’s entry into the “high-speed rail era.” This single event has had profound implications for the tourism sector, as illustrated by reports of bustling restaurants filled with visitors from Guangdong during the first Spring Festival after the rail’s inauguration.

Following that, Guizhou expanded its high-speed rail network significantly, constructing lines connecting Guiyang with cities such as Kunming, Changsha, and Chengdu. By the end of 2023, Guizhou’s total railway mileage reached 4,256 kilometers, establishing a robust framework for travel that enables spontaneous journeys throughout the province.

Moreover, Guizhou has also prioritized the development of its expressway system, becoming the first province in China’s western region to achieve full expressway access to all counties by the end of 2015. This infrastructure boom has been essential in accommodating the rising trend of self-driving tourism, as Guizhou now boasts nearly 8,800 kilometers of expressways.

An impressive feature of Guizhou’s transportation network is its high ratio of bridges, leading the province to earn the nickname “Bridge Museum,” with nearly half of the world’s top 100 tallest bridges located here, including three in the top ten.

Air travel has also seen significant growth, with Guizhou Airport expected to handle over 22 million passengers in 2024, offering various domestic and international routes.

Guizhou’s unique transport system has made it more accessible for tourists while simultaneously turning certain infrastructure into attractions themselves. For example, the BaLing River Bridge, with its thrilling activities like bungee jumping, has become a popular tourist site that boosts local lodging and agricultural sales.

**2. Cultural and Tourism Integration: What to Experience in Guizhou**

Today, the idea of a seamless bond between culture and tourism is widely accepted. Yet, genuine integration of these two sectors didn’t become official in China until the establishment of the Ministry of Culture and Tourism in 2018. Under this new banner, Guizhou, rich in cultural resources, has significantly advanced its cultural tourism initiatives.

The province houses numerous historical and cultural heritage sites, and in July 2023, Guizhou’s government announced four major cultural initiatives aimed at elevating cultural tourism. This includes emphasizing red culture, promoting historical narratives, and integrating indigenous cultural elements into tourism products.

Innovative projects like the “Red Ribbon” digital cultural experience center, focused on the Long March history, and the comprehensive interpretive project “Great Turning Point” have emerged as pioneering examples of this cultural tourism blend.

Guizhou has also successfully harnessed its diverse cultural resources to create engaging tourist experiences. The province’s obligation to foster cultural engagement through tourist offerings ensures it stands apart in a crowded market, avoiding homogenization while providing authentic experiences.

**3. Technology Revolution: How to Experience Guizhou**

Guizhou has adeptly leveraged new technologies and the mobile internet to enhance its tourism appeal. The establishment of initiatives such as the “Smart Tourism Action Plan” reflects a commitment to innovative digital experiences in tourism.

For instance, the “Night Tour of Huangguoshu” is a pioneering attraction that utilizes immersive light and sound technologies, transforming the natural scenery into a vibrant night-time destination. Since its launch, it has drawn millions of visitors, showcasing the potential of technology in enhancing visitor experiences.

Moreover, new platforms like “One Code to Explore Guizhou” streamline tourist experiences by providing seamless access to local attractions and events, thus ensuring a user-friendly interface that enhances visitor satisfaction.

In addition to enriching tourism products, technology has shaped Guizhou’s promotional strategies. By aligning with platforms like Douyin and Bilibili, Guizhou has broadened its reach and created new tourism archetypes such as “Village Basketball” and “Village Music Festivals,” which resonate with younger audiences.

**4. Changing Tourism Perceptions: Why Visit Guizhou?**

In an era focused on emotional value and authenticity, Guizhou’s breathtaking scenery and diverse cultural experiences provide a must-visit destination for tourists seeking relaxation and rejuvenation. The province’s array of engaging activities, from live music events to outdoor adventures, caters to the needs of younger generations looking for unique experiences.

Guizhou has become a paradise for adventurers, offering ample opportunities for rock climbing, cycling, and bungee jumping among its mountainous landscapes. Events like the recent twelve music performance series in Guiyang highlight the province’s vibrant cultural scene, attracting many young visitors.

Furthermore, Guizhou’s emphasis on personalized, high-quality accommodations through the growth of unique local inns caters to the preferences of modern travelers, further enhancing its appeal.

In summary, Guizhou’s tourism industry has successfully evolved by embracing infrastructure development, cultural integration, technology adoption, and a keen understanding of changing traveler expectations. As the province continues to grow as a tourist destination, the challenge remains: how to sustain this momentum and continually innovate to stand out as a world-class travel locale. Nonetheless, Guizhou has already established itself as a noteworthy example in China’s tourism landscape, symbolizing the evolving relationship between culture, technology, and modern exploration.

In recent weeks, traditional Chinese medicine (TCM) wellness markets have been drawing large crowds in numerous bustling shopping districts in Hangzhou, Zhejiang Province. These markets combine the essence of TCM culture with the vitality of modern night market economics, infusing the city’s evenings with a unique herbal charm.

What’s behind the popularity of these wellness markets? What is the “secret sauce” that allows TCM culture to resonate with a wider audience?

The rising demand among young people for health and wellness is a significant driving force behind the success of these markets.

On a recent Saturday night in West Hangzhou, over 30 experts from the Zhejiang Provincial Traditional Chinese Medicine Hospital gathered in the outdoor area of a popular shopping mall to host a TCM wellness market. In a designated area for experiencing TCM techniques, many young attendees eagerly tried out traditional therapies like cupping, ear acupuncture, gua sha, acupuncture, and massage. Many young women showed great interest in TCM health products such as herbal tea, beauty ointments, and hair growth shampoos, stopping to sample and seek advice.

Simultaneously, the “National Medicine Wellness Gathering” night market organized by Zhongshan Hospital in downtown Hangzhou attracted a significant number of young visitors. Zhang Da, a member of the “post-2000” generation, learned about the market through social media and attended with several friends. “We often jokingly refer to ourselves as ‘fragile youths,’ and it feels quite apt,” he shared. “You can see that more and more people around us are starting to pay attention to health and wellness since health is foundational to everything.”

Zhang Hong, the executive deputy director of the Zhejiang Provincial Traditional Chinese Medicine Hospital, shared some insightful statistics. A recent analysis of patients visiting their three outpatient departments in 2023 revealed that over 80% of attendees were under 65 years old, with approximately 55% being under 40.

“In the past, TCM was often associated with elderly patients, but that’s changing,” Zhang explained. “Middle-aged and young adults now constitute the majority of our patients and are becoming the backbone of TCM treatment. The fast pace of modern life has led to many young people experiencing suboptimal health. TCM, with its preventive approach and natural ingredients, has become increasingly popular among them.”

In response to this emerging trend, various TCM hospitals have begun relocating their outpatient services to shopping malls where young people tend to congregate. This grassroots approach aims to showcase the charm of TCM and encourage greater understanding of traditional culture and its integration into the health aspirations of the younger generation.

How compelling is TCM culture? The revitalization of traditional medicinal paste is a prime example.

With colder weather approaching, many health enthusiasts are beginning to consider health supplements. Medicinal paste, one of the eight traditional forms of Chinese medicine, has a history spanning thousands of years. At a recent wellness market, the time-honored Fanghuichun Hall introduced several functional medicinal pastes tailored to modern ailments, such as sleep aid and beauty enhancement formulas. They even offered free cooking sessions for Dong’e Ejiao, which captivated many and turned them into loyal fans.

The TCM health night market at Zhongshan Hospital also featured a booth dedicated to medicinal paste, drawing the attention of numerous young participants. The hospital invited pharmaceutical experts to help attendees identify rare medicinal materials and provided tips on how to properly prepare medicinal paste, ensuring they felt confident in their wellness journeys.

Ma Huijuan, party secretary of Zhongshan Hospital, noted, “The longevity of TCM lies in its transmission, while its depth is found in its popularization. In today’s rapidly evolving society, the application of TCM services and their contexts have changed significantly. By bringing TCM markets into the streets, we’re allowing doctors to engage directly with citizens, enabling them to gain firsthand experience of TCM’s positive roles in disease prevention, treatment, and health maintenance. We hope to foster a deeper trust and affection for TCM.”

Moreover, in an age where “city walks” have become popular, combining TCM with cultural and tourism elements showcases the city’s cultural diversity.

“Being able to learn about wellness from TCM experts without stepping into a hospital is fantastic. It’s practical and trendy to receive TCM knowledge while enjoying a day out shopping,” said Chen Fangfang, who had just finished her shopping at Xixi Impression City. “I hope these markets continue; they’ve become a new weekend gathering option with friends.”

In June, the Zhejiang Provincial government released an action plan aimed at the innovation and inheritance of historical classic industries, emphasizing the promotion of “historical classics + culture and tourism.” The province is also set to introduce further measures to support the inheritance and innovative development of locally produced traditional Chinese medicine, facilitating the growth of this industry and contributing to the establishment of a demonstration zone for shared prosperity.

Thus, articulating TCM culture through new methods and platforms, and creatively integrating it into various fields, is a natural evolution. Today, TCM culture serves as a window to the new era, connecting more individuals—especially young people—with a better life and traditional wisdom.

Agricultural Drones. Photo provided by the Zhejiang Provincial Department of Agriculture and Rural Affairs.

In an interview held on October 25, 2023, in Tonglu, Hangzhou, the current momentum toward low-altitude economy innovation in agriculture was discussed. The province of Zhejiang, which has been at the forefront of agricultural reform in China, is now focusing on integrating low-altitude economic activities into its rural development strategies.

During the meeting, officials from Zhejiang expressed their commitment to leading the way in the development of low-altitude economies within agriculture and rural areas. They outlined five key strategies to harness this emerging economic frontier effectively.

Low-altitude economy refers to various aviation activities, including both manned and unmanned aircraft operations, which can stimulate the growth of related sectors. Industry estimates indicate that by 2023, China’s low-altitude economy had surpassed 500 billion yuan, with projections suggesting a contribution of up to 5 trillion yuan to the national economy by 2025.

However, as officials pointed out, there’s no universally accepted definition of the low-altitude economy in agriculture and rural sectors yet, reflecting the vast untapped potential that exists.

“Low-altitude operations can break the traditional constraints of time and space in agricultural activities, driving the creation of new industries, business formats, and models in rural areas. It represents an innovative, open, and inclusive economic form,” said Wang Tonglin, Director of the Zhejiang Provincial Office of Agriculture.

Zhejiang has been an early adopter of low-altitude economic practices, particularly within the agricultural sector. The use of agricultural drones for pest control began in 2007, and by the end of 2023, the province had deployed 6,847 agricultural UAVs, covering an area of 9.56 million mu for major crops like rice and wheat. The applications for crop protection and field management have matured significantly.

In addition to its early start, Zhejiang enjoys several advantages with its robust industrial foundation, supportive policies, and conducive development environment. For instance, in 2017, the province included agricultural drones in its agricultural machinery subsidy program, becoming one of the first pilot provinces in the country. Over the past three years, it has subsidized 3,891 agricultural drones, with some regions also launching incentive policies for aerial pest control services.

There’s a growing consensus that the advent of the low-altitude economy in agriculture will profoundly transform the landscape for farmers and rural development. This includes a shift from flat agricultural production to multi-dimensional spatial approaches and from limited governance to effective rural management.

Wang shared that the Zhejiang Provincial Department of Agriculture and Rural Affairs is currently formulating an action plan for developing the low-altitude economy in agriculture. The plan aims to expand new infrastructure and applications related to “low-altitude + agriculture,” creating a vigorous ecosystem characterized by resource aggregation, extensive applications, efficient services, comprehensive systems, and daunting protections.

The five strategic focuses laid out include creating a forward-thinking top-level design, fostering diverse application ecosystems, building collaborative low-altitude supply chains, strengthening foundational infrastructure, and pooling resources for comprehensive support.

Regarding the application ecosystem, Wang highlighted that they will embed aerial operations into every aspect of agricultural production, extend their use into agricultural management, and explore new applications in other rural sectors. “We aim to enhance pilot projects and implement successful trials as we develop convenient village services, efficient village management, low-altitude consumption, disaster response, and shared public services,” he said.

Regarding developing a cohesive low-altitude supply chain, Zhejiang plans to collaborate on the research and manufacture of agricultural drones, better assess market demand for drone components, and integrate technologies like navigation, remote sensing, and data analytics into the agricultural low-altitude economy. They also plan to foster service industries related to aerial applications, establishing national education and training hubs for the low-altitude economy in agriculture.

The development of the agricultural low-altitude economy will also rely on strong foundational infrastructure. Going forward, Zhejiang aims to build quick-charging stations for drones in fields and forests, as well as centralized hubs for drone operations that handle take-offs, landings, charging, and storage. Additionally, the province will enhance departmental cooperations to set rural transport routes and develop tourism flight paths while addressing obstacles to low-altitude operations through systematic rural planning.

Finally, Wang noted that the Zhejiang Provincial Department of Agriculture and Rural Affairs plans to enhance policy support, such as increasing subsidies for social services related to agricultural drones, while focusing on training drone operators and attracting skilled labor through modern “new farmer” initiatives.

In an interview, Professor Chen Lai, the Director of the Institute of Sinology and a Philosophy professor at Tsinghua University, emphasized the enduring significance of Zhuzi culture as an elaboration and advancement of Confucian and Mencian thought. He noted, “From Confucius in the Eastern Zhou to Zhu Xi in the Southern Song, we see a rich tradition of philosophical development that continues to resonate today.”

Located in YX County, Sanming City, Fujian Province, YX is recognized as the birthplace of Zhu Xi and is often referred to as the “Pearl of Central Fujian” with a history spanning over a thousand years. In recent years, YX County has effectively leveraged its resources related to Zhu Xi’s heritage. Initiatives such as the restoration of Zhu Xi’s historical sites, the promotion of Zhuzi culture, and the development of a Zhuzi brand have not only helped in preserving traditional culture but also cultivated a civilized local ethos. The county is evolving into a “Zhuzi Cultural City” characterized by a commitment to education, understanding principles, prosperous commerce, and social harmony, thereby enhancing its international profile.

桂峰村, known as “the Mountain Retreat for Reason,” is one of the key sources and transmitters of Zhuzi’s philosophy. During the Southern Song Dynasty, Cai Yuanding, a prominent disciple of Zhu Xi, taught here, and the village embraced him as a cultural mentor, orienting itself towards a tradition that values agricultural heritage and reverence for loyalty and filial piety.

This legacy has led to a thriving community in 桂峰 Village, particularly during the Ming and Qing Dynasties, resulting in the construction of numerous uniquely designed traditional homes. In 2007, with its well-preserved ancient village ambiance, 桂峰 Village was recognized as one of China’s historical and cultural villages, spurring growth in its tourism sector.

Eight years later, the village welcomed its first tertiary road, allowing it to ride the wave of full-scale tourism development. 桂峰 now offers various cultural tourism projects, including Zhuzi-themed educational tours, the Autumn Sun Festival, and the Rose Valley, paving the way for a rural revitalization strategy that integrates culture with industry.

To attract more visitors to this historic home of Zhu Xi, YX County has accelerated infrastructure development, beginning in 2018 with the construction of ten tourism roads that directly connect major attractions and transit hubs to the core markets of Fuzhou and Xiamen.

According to local officials, the county has implemented the “General Plan for the Ecological Protection Zone of Zhuzi Culture (2022-2035),” which includes the establishment of major cultural projects such as Dali Park, Ziyang Park, and the Ten-Mile Zhuzi Cultural Corridor. Furthermore, it has created the country’s first intangible cultural heritage display and experience center dedicated to Zhuzi culture. YX County is actively working to forge a city renowned for its unique regional characteristics and profound cultural heritage grounded in Neo-Confucianism.

To share Zhuzi culture with the world, YX County has enacted various measures, including hosting the Kao Ting Forum, establishing a Zhuzi Cultural Research Association, erecting a statue of Zhu Xi, and reconstructing the Nankxi Academy. These efforts are complemented by substantial research and publication on Zhuzi’s teachings.

In addition, the county has tailored its branding to feature Zhuzi culture, promoting it in rural areas, schools, and communities while organizing study trips and cultural tours. They’ve also launched the “Xi Bao” IP and other derivative products aimed at fully disseminating Zhuzi culture.

Adapting to the trends of the new media era, YX County has developed a series of short videos titled “Humans Should be Confucians,” detailing Zhu Xi’s life and the essence of Zhuzi thought. These videos have been broadcast on various platforms, totaling 100 episodes with over five million views.

As autumn unfolds, Sanming is experiencing a resurgence of interest in Zhuzi culture. Citizens eagerly participate in cultural events, and visitors flock to the Nankxi Academy, Ziyang Park, and the Zhuzi Cultural Corridor. Zhuzi-themed cultural products, such as the Wen Gong pen holder and Tian Guang Yun Ying inkstone, are now widely available in tourism venues.

Lü Xing, a professor at Nankai University, remarked that these initiatives effectively showcase the local culture of YX, enhancing the city’s recognition. “This not only allows scholars from around the globe to deepen their understanding of Zhu Xi’s homeland, but it also opens up broader platforms for Zhuzi culture, promoting tourism and attracting more visitors and investment, ultimately fostering overall prosperity.”

As of now, YX County in Sanming City has registered 36 trademarks related to “Zhuzi” and 44 for “Zhuzi’s Hometown.” From establishing a robust heritage protection system to enhancing promotional activities and developing cultural tourism brands, Sanming is continuously driving the creative transformation and innovative development of Zhuzi culture.

On October 19, during an academic symposium titled “Bronze Civilization in the Yangtze River Basin: Perspectives on Interaction and Exchange,” held in Sichuan’s Guanghan, Chen Xingcan, Vice President of the Chinese Academy of History and Director of the Archaeological Research Institute of the Chinese Academy of Social Sciences, made some insightful remarks.

Chen highlighted the interplay of bronze civilizations between the Yangtze and Yellow River basins, asserting that together they construct a vibrant cultural narrative for China’s Bronze Age. He pointed out that the Yangtze River is one of the birthplaces of Chinese civilization, representing a pivotal symbol of the Chinese nation and its cultural heritage. Notably, the Yangtze River basin boasts China’s richest copper resources. As the Shang Dynasty expanded southward into the middle reaches of the Yangtze, they transported southern copper resources northward while also introducing advanced bronze smelting techniques. This exchange laid a crucial material foundation for the development of bronze civilization in the Yangtze River basin, marking the commencement of its Bronze Age.

Chen explained that the early inhabitants of the Yangtze River basin absorbed bronze smelting technologies and ritual practices from the Central Plains, and, blending these with their local traditions and natural environment, gradually established a unique bronze civilization system characterized by the Ba-Shu, Jing-Chu, and Wu-Yue cultures. He described the diverse and integrative cultural landscape of the Yangtze River’s bronze civilization as a significant reflection of China’s multi-faceted yet cohesive cultural identity.

The ongoing archaeological research into the interactions between the bronze civilization of the Yangtze River basin and nearby regions, Chen stated, holds substantial academic value and real-world significance. He elaborated on Sichuan’s historical role as a vital center for cultural exchange, highlighting landmark archaeological sites such as the Sanxingdui in Guanghan and Jinsha in Chengdu that showcase the uniqueness and creativity of ancient Shu civilization.

Particularly notable are the recent discoveries at the Sanxingdui site, where six sacrificial pits have yielded remarkable artifacts, including fragments of gold masks, bird-shaped gold ornaments, gold leaf, painted copper human faces, large bronze masks, a bronze sacred tree, ivory pieces, exquisite carved ivory remnants, and jade artifacts. These findings not only reinforce the idea that ancient Shu civilization was a significant part of the broader Chinese civilization but also indicate its advanced state during that period.

Moreover, the artifacts unearthed in the region clearly demonstrate strong cultural connections with the Central Plains and the Jianghan Plain, underscoring Sichuan’s vital role in the interaction and mutual influences between the bronze civilizations of the Yangtze River and Yellow River basins.

Chen expressed a hopeful vision for the conference, encouraging participating scholars to engage deeply with the theme of “Bronze Civilization in the Yangtze River Basin: Perspectives on Interaction and Exchange,” aiming to advance research in this area and to provide further academic and theoretical support for understanding the diverse and unified nature of Chinese civilization.

Since its establishment in 1979, the Chinese Archaeological Society has held 20 nationwide and themed academic conferences, and since 2016, it has hosted the Chinese Archaeological Congress, focusing on cutting-edge topics in the field and showcasing the latest discoveries and research results in Chinese archaeology, thereby fostering greater communication and interaction across various archaeological disciplines.

On the ninth day of the ninth lunar month, celebrated as the Double Ninth Festival on October 11, the Chinese community in New York held a grand autumn ritual at the Mazu Temple in Flushing. This event commemorated the 1037th anniversary of Mazu’s ascension to immortality. Organized by the American Mazu Foundation, the event also announced that the second Global Mazu Culture Forum will take place at the United Nations on October 18, celebrating the 15th anniversary of Mazu customs being listed as a UNESCO Intangible Cultural Heritage.

Since 2015, the American Mazu Temple has hosted annual spring and autumn festivals to unite its followers and promote the spirit of “virtue, kindness, and great love” embodied by Mazu. This year, the autumn festival was officiated by Zhu Rongbin, chairman of the American Mazu Foundation, in a solemn ceremony. Co-founder Huang Shengfa and current chairwoman Huang Mingping participated alongside community representatives to conduct the ritual, praying for favorable weather, world peace, and the well-being of all people. Community leaders expressed their belief that the universal spirit of Mazu’s love could help mend US-China relations for the benefit of both nations.

Huang Mingping highlighted that Mazu is one of the three major deities of the Chinese nation and is revered as the ancient sea goddess. With Mazu customs successfully recognized, the culture has evolved into an academic discipline, contributing significantly to human spiritual and material wealth. She emphasized that the upcoming Global Mazu Culture Forum represents a milestone event that revitalizes Mazu culture while enhancing its international impact. This initiative not only boosts the visibility and reputation of Mazu culture but also promotes the transmission of these customs, instilling a sense of duty to protect and preserve the world’s intangible cultural heritage.

On September 30, 2024, the Sichuan Langzhong Three Kingdoms Cultural Exchange Forum took center stage in Langzhong City, Sichuan Province. The event brought together representatives from cultural and tourism institutions, as well as experts and scholars from various regions, including Nanchong, Hebei Zhuozhou, Chongqing Yunyang, and Taiwan. Their shared goal? To delve into the rich heritage of Three Kingdoms culture.

During the forum, discussions ranged widely, with attendees diving into the historical and cultural significance of the Three Kingdoms, touching on tales of the legendary Zhang Fei, and exploring Langzhong’s cultural history. Wei Jinping, a member of the Cultural, Broadcasting, and Tourism Bureau in Zhuozhou, Hebei, highlighted Zhang Fei’s prominent place in Chinese traditional culture, noting his bravery and strong moral compass, which resonate deeply with the public. He pointed out that the legendary camaraderie shared by Liu, Guan, and Zhang, forged through their oath in the Peach Garden, remains a cherished spiritual legacy for the Chinese nation, inspiring countless works in literature, opera, and film.

Wang Xinhang, the marketing director of Yunyang Xiangqing Tourism Development Co., Ltd., shared his views, emphasizing that Zhang Fei’s seven-year residence in Langzhong qualifies it as his second hometown. He expressed that forums like this one play a vital role in promoting the richness of Chinese traditional culture while also enhancing the quality of Langzhong’s cultural tourism industry.

Participants also offered grassroots suggestions aimed at revitalizing China’s cultural heritage and fostering innovative development. Zhang Zhiping, president of the Langzhong Historical and Cultural City Research Association, proposed establishing a Three Kingdoms Culture Research Institute in Langzhong and hosting an annual themed event. Meanwhile, He Zhihong, deputy general manager of Sichuan Jialing River Cultural Tourism Investment Group, recommended strengthening the promotion of Three Kingdoms culture to create a high-impact cultural brand. Additionally, He Faliu, general manager of Gansu Lantian International Travel Agency, advocated for developing cultural tourism products that bring the narrative of the Three Kingdoms to life.

Langzhong holds a special connection to Zhang Fei, who, during his time in the region, was known for his dedication to the community, restoring order, and spearheading irrigation and sericulture projects. His reputation earned him the titles “Tiger Minister, Good Shepherd,” and he is fondly referred to as “Zhang San Ye” by locals. This enduring admiration is evident in the two star-rated hotels named in his honor, the Zhang Fei Avenue that winds through the old town, and the famed Zhang Fei beef legacy, among many other stories and landmarks tied to him.

In recent years, Langzhong has sought to transform its rich Three Kingdoms cultural heritage into development opportunities. The rollout of a “Cultural Tourism Strong City” strategy is designed to fast-track the establishment of a “World Ancient City Tourism Destination.” A representative from Langzhong Cultural Tourism Industry Investment Co., Ltd. articulated that the purpose of hosting the Three Kingdoms Cultural Exchange Forum is to deepen the recognition and appreciation of Chinese culture while collaboratively advancing the research, preservation, promotion, and development of Three Kingdoms culture, ensuring this invaluable traditional legacy is preserved and revitalized.

The forum, guided by the Sichuan Provincial Association for Cross-Strait Exchange Promotion and organized by Langzhong Cultural Tourism Industry Investment Co., Ltd., wrapped up on September 30. During the event, participants visited several notable Three Kingdoms cultural tourism sites, including the Zhang Fei Temple, the Imperial Examination Hall, the North Sichuan Governor’s Office, and the Confucius Temple. The event also featured a cultural exchange exhibition at Zhang Fei Square, showcasing programs organized by young people from both sides of the Taiwan Strait.

In the breathtaking landscape of the Yangtze River, we can sense the echoes of ancient poets like Li Bai and Cui Hao, their verses harmonizing with the stunning surroundings. Iconic landmarks such as the Potala Palace, Hongya Cave, the Three Gorges Dam, Yueyang Tower, and the Oriental Pearl Tower light up the night sky, showcasing the rich cultural heritage of the Yangtze River basin.

Recently, Wuhan, Hubei, hosted the inaugural Yangtze River Cultural and Art Season, themed “Continuing the Cultural Legacy of the Yangtze River, Co-creating a New Era.” This event brings together provinces along the Yangtze, guiding attendees through the “Historical and Cultural Scroll of the Yangtze River” and allowing them to immerse themselves in the vibrant culture deeply rooted in this great river.

The Yangtze flows with immense power, embodying a civilization that is both rich and profound. During a recent visit to Jiujiang in Jiangxi province, I had the chance to explore the Yangtze National Cultural Park. Standing atop the Pipa Pavilion, I was moved by the poetry that reflects on farewells by the Xunyang River, connecting past and present. The river spread wide and calm, bustling with boats navigating this vital “golden waterway.” The picturesque landscapes along the banks were alive with visitors, and a lush ecological corridor meandered gracefully. The flowing waters and the echoes of history stirred a passion that transcends the ages.

For millennia, the Yangtze River has served as a lifeline, connecting upstream and downstream communities as well as its tributaries, fostering a vast socio-economic system that nurtures the industrious spirit of the Chinese people. The cultural history embedded in the river carries the collective memory of the Chinese nation, shaping our common spiritual home.

Yet, the situation hasn’t always been rosy. There have been times when the “Yangtze River was unwell,” plagued by pollution from unchecked industrial practices and water degradation. So, how do we care for our mother river?

General Secretary Xi Jinping has stressed that “the ecological environment is the foundation for human survival and development, and changes in the environment directly affect the rise and fall of civilization.” His message is clear: we must not let the ecological state of the Yangtze worsen on our watch. Protecting this great river and preserving its culture requires a strong commitment to environmental stewardship.

Positive transformations are underway along the river’s banks. Initiatives to address the “chemical encirclement” have resulted in the closure and relocation of thousands of chemical plants. The implementation of a “ten-year fishing ban” is helping to revive the biodiversity of the Yangtze; we’re even seeing more of the endangered Yangtze finless porpoise, affectionately known as the “smiling angel.” Infrastructure enhancements along the riverbanks are gradually creating green ecological corridors. The consensus is evident: “Focus on major protection, not major development,” and the picturesque beauty of “clear waters flowing eastward” is making a comeback.

Today, the Yangtze River pulses with new vitality. In Sichuan’s Dujiangyan, the illuminated Tianfu Source Bridge draws countless night-time photographers. In Chongqing’s Fengjie, the city embraces its poetic heritage, highlighting its millennia-long allure. Meanwhile, in Suzhou, Jiangsu, the preservation of cultural heritage flows seamlessly with tourism development, intertwining cultural richness with economic prosperity, while in Shanghai’s Chongming, a focus on sustainability is crafting a new narrative for this beautiful island.

As General Secretary Xi Jinping aptly puts it, “The Yangtze nurtures a millennium of cultural threads from the Bashan and Shu waters to the waterways of Jiangnan, representing a symbolic emblem of the Chinese nation and civilization, and serves as an important source of values for socialism.” The Yangtze embodies a spirit that evolves with the times, represented by groundbreaking infrastructure projects and emerging industries along its waterfront, signaling the dawn of a new developmental era.

Historically, the Yangtze River has been a vital channel for China’s ceramics, silk, and tea reaching global markets. Today, as land and maritime dynamics converge, it stands as a lifeline for both domestic and international trade, playing a crucial role in the Yangtze River Economic Belt.

In this context, we are reminded that “Chinese-style modernization injects modern vigor into Chinese civilization, while Chinese civilization provides rich foundations for this modernization.”

As we embark on this new journey, it’s essential to protect, pass down, and promote the culture of the Yangtze River, exploring its contemporary significance. By doing so, we can ensure that the cultural legacy of the Yangtze River shines brightly in our modern era, enriching the spirit of Chinese-style modernization.

Desperate for a break from the grind of office life but worried about financial stability? A new trend emerging from France could pique your interest: part-time farming.

Meet a fresh wave of young professionals seeking to blend the best of both worlds—urban sophistication and rural cultivation, alongside a balance of technology and hands-on work. These innovative individuals are leveraging advancements in technology and flexible work arrangements to create a hybrid lifestyle that fulfills their desire for purpose and profit.

Julien Maudet, a data engineer and cider-maker, notes, “In the corporate world, more people are questioning the meaning behind what they do. There’s a rising tide of burnout and anxiety. On the farm, the purpose is clear: it’s about producing food. However, the uncertainty and risks involved in agriculture can be daunting. It became apparent to me that the corporate and farming worlds are both in crisis, and each could offer solutions to the other. We need to merge these two realms.”

Julien is one of the founders of Slasheurs-cueilleurs, an organization advocating for these crossover careers. The name itself is a fun play on words in French, echoing “chasseurs-cueilleurs” (hunter-gatherers), while incorporating the “slash” from the modern work term used to describe individuals with multiple occupations, like “chef-slash-football coach.”

The idea of blending city and country living solidified for Julien during the Covid lockdowns when he sought refuge at his grandparents’ farm in Normandy. He quickly realized he wasn’t alone in this journey—many others were already embracing such paths. “We didn’t invent this lifestyle; we just brought attention to it,” he explains.

Take Matthew Charlton, for example. Originally from England, he teaches at the Sorbonne University but also dedicates over half his week to cultivating watercress on his smallholding, located about 40 miles south of Paris. In the Essonne department, what was once known for its “green gold” is now slowly revival after many cress farms were abandoned since the 1970s.

“The great thing about watercress is you don’t need heavy machinery or large investments; it’s just you, some boots, and a knife,” Matthew shares. He harvests around 30,000 bunches each year, supplying local farm shops and restaurants in Paris. “I teach on Mondays and Thursdays, and the rest of the time I’m either at the farm or delivering products in Paris, where I live.”

Matthew finds his hybrid lifestyle rewarding. “It suits me perfectly. I spend plenty of time outdoors, and then I recharge for two days in Paris. My goal is to transition to full-time cress farming, but this gradual approach mitigates my financial risk.”

Those embracing this “slasheur” lifestyle come from various backgrounds—some inherit land, while others rent, purchase, or collaborate with existing farmers. They have diverse routines, from living in the countryside part-time to commuting from urban areas to nearby agricultural fields.

In the office, they might be lawyers, engineers, or consultants. Out in the fields, they transform into market gardeners, wine producers, or laborers. A unifying theme among them is a longing for spiritual fulfillment and a commitment to organic practices, with many feeling disillusioned by the monotony of conventional corporate careers.

Marie Paitier, a cider-maker and HR consultant, shares her experience: “My husband and I both faced burnout from our city jobs. It wasn’t solely my employer’s fault; I was pushing myself too hard. Now, I split my time between Normandy, where my family lives, and part-time work in Paris. I didn’t want to completely abandon my career; I enjoy my job and the financial security it offers. This balance has been essential for us.”

The allure of a simpler rural life isn’t new, but today’s technological advancements—including remote work and flexible careers—are redefining this dream. Ecology has also gained an importance that shapes our choices about lifestyle and work.

“This isn’t just affluent city dwellers dabbling in farming,” Maudet asserts. “Our vision encompasses a fundamental transformation. Farms need more hands to produce the quality food we deserve. If we fail to attract people into agriculture, farms will continue to expand and industrialize. Meanwhile, office workers, facing the threat of AI, are eager for new opportunities. A more hybrid approach would enhance our resilience as a society.”

Under the spotlight, models adorned in Chuxiong Yi embroidery stepped gracefully onto the runway, accompanied by vibrant, rhythmic music, presenting a fashion show infused with the essence of Eastern aesthetics. This marked Chuxiong Yi embroidery’s debut at Paris Fashion Week, following successful showcases at Beijing, Shanghai, New York, and Milan Fashion Weeks. The performance featured a rich tapestry of designs, from ancient totem patterns to modern abstract motifs, highlighting a seamless blend of traditional and contemporary design philosophies that showcased Chinese ethnic attire and intangible cultural heritage in a stylish and diverse light.

In recent years, many forms of intangible cultural heritage have found their way into the fashion industry, becoming key elements within it. Elements of intangible culture and craftsmanship often emerge as a wellspring of inspiration at China International Fashion Week and among leading brands’ clothing lines, furniture, and cultural products. Be it the elegant blue print or environmentally-friendly plant dyes, or techniques like bamboo weaving and pile weaving, these unique yet familiar heritage elements breathe new life into modern fashion, adding an inviting charm to the industry.

In 2021, during a research visit to Guizhou, President Xi Jinping arrived in Huwu Village of the Xinren Miao Ethnic Township. There, he was captivated by the exquisite handmade Miao embroidery garments and unique accessories displayed in a poverty alleviation workshop. He engaged with villagers about the intricate crafting process, expressing, “Miao embroidery is both traditional and fashionable; the beauty you create stitch by stitch is remarkable!” He encouraged them to elevate Miao embroidery, emphasizing its significance as both an industry and a culture that can promote ethnic and traditional culture while contributing to poverty alleviation and rural revitalization. This highlights that as a treasure of traditional culture and a result of ethnic wisdom, intangible heritage must innovate through inheritance and develop through innovation to maintain its vitality and relevance.

The meeting of intangible heritage and fashion is timely. In an era where personalized and customized consumption is on the rise, lesser-known traditional crafts naturally become desirable choices for consumers seeking uniqueness, aiding in their cultural identity formation and showcasing individuality distinct from the industrialized age.

To embed intangible heritage into daily life and the consumer marketplace, appropriate opportunities and mediums must be identified. The charm of domestic cultural creativity reflecting Chinese aesthetics is appreciated by the youth for its exquisite craftsmanship and visual appeal, thereby bridging the gap between traditional culture and the public. Additionally, many well-established brands and domestic goods are increasingly incorporating intangible heritage crafts into their product packaging designs—using techniques like ‘Dian Cui’, Cloisonné, and embroidery—to enhance product recognition and uniqueness, winning over consumers and the market.

The principles of protecting intangible heritage involve interaction with people, objects, and daily life. Only through living traditions that integrate with daily life can intangible heritage endure and evoke a sense of pride and honor. In this light, the intersection of intangible heritage and fashion is a fortunate occurrence, bringing mutual enrichment to both realms.