![](https://www.hzyyingyu.com/wp-content/uploads/2022/12/test-576-1024x575.png)
On April 27th, the 4-day 14th China Yiwu Cultural Products Trade Fair and the 11th China International Tourism Commodities Expo were grandly opened at Yiwu International Expo Center. The two exhibitions were held concurrently for the first time, which is a new exploration and new attempt to promote the deep integration of “culture + tourism” after the establishment of the Ministry of Culture and Tourism, aiming to bring new perspectives and opportunities to accelerate the linkage development and transformation and upgrading of the cultural and tourism industry.
This year’s exhibition adheres to the concept of “suitable integration is integration, can be fully integrated”, “promoting tourism with culture, highlighting culture with tourism”, with the main purpose of “integration, creation and beauty”, organically combining the creation of value through cultural discovery and sharing the value of tourism experience, telling the story of “poetry and distance”, and making every effort to create a “Chinese model” for the integrated development of culture and tourism. Luo Shugang, Secretary of the Party Group and Minister of the Ministry of Culture and Tourism, Wang Xiaofeng, Member of the Party Group of the Ministry of Culture and Tourism, Zhu Guoxian, Member of the Standing Committee of the Zhejiang Provincial Party Committee and Minister of the Propaganda Department, and Cheng Yuechong Governor of the People’s Government of Zhejiang Province attended the opening ceremony. Luo Shu just announced the opening, kicking off the prologue of this exhibition.
After the integration, the two exhibitions, the exhibition area reached 100,000 square meters, with 4,192 standard booths, a total of 1,277 enterprises and institutions participated in the exhibition, respectively from 29 provinces (autonomous regions and municipalities) in China and Germany, Hungary and other 18 countries and regions abroad, bringing together exhibits from 77 different countries and regions, with 10 pavilions such as the Central Hall, the Cultural and Creative Hall, the Intangible Cultural Heritage Life Hall, the Provincial and Municipal Hall, the Beautiful Countryside Hall, the E-sports Hall, the Zhejiang Pavilion, the Animation Entertainment Hall, and the Poly Art Museum. The exhibition area is the largest in the past.
![](https://www.hzyyingyu.com/wp-content/uploads/2022/12/test-577-1024x768.png)
After the opening ceremony, the participating leaders, guests and citizens and tourists walked together to parade the museum. Different from previous editions, this year’s exhibition promotes the improvement of the quality and connotation of tourism destinations and enhances the influence, cohesion and creativity of Chinese culture through multiple dimensions such as creative development of culture and tourism, Internet technical means, universal application of new technologies displayed in exhibitions, iteration of communication channels, and “high-end sense” and functionality.
The integration of culture and tourism leads the new trend of industrial linkage
In the central exhibition hall, cultural and tourism integration exhibition areas such as the cultural and tourism achievements exhibition area, the “Belt and Road” foreign exchange exhibition area, and the “three districts and three states” tourism large circle exhibition area can be described as highlights. The prologue hall runs through the whole museum with silk streamer elements, with the ingenious presentation of excellent Chinese classical cultural elements such as “A Thousand Miles of Rivers and Mountains” and “Qingming Upper River Map”, which symbolizes the deep collision of traditional culture and modern life, and is also a perfect embodiment of the integration of culture and tourism.
The cultural and creative products of the five national halls were unveiled in Yiwu for the first time. The exhibition focuses on the important development achievements made since the integration of culture and tourism in 2018 and the excellent cultural and creative design works of the National Museum, the Palace Museum, the National Library, the National Art Museum of China and the Prince Gongfu Museum, Zhejiang Province and some domestic outstanding cultural and creative design works.
The “Belt and Road” Foreign Exchange Exhibition selects 6 projects, including excellent exchange exhibitions with regional cultural characteristics of Zhejiang and cultural and tourism integration promotion exhibitions, which comprehensively display the new appearance of cultural and tourism exchanges in Zhejiang.
In addition, a semi-open small cultural tourism promotion area was specially opened at the exhibition site, which was convenient for exhibitors from all over the world to hold cultural tourism promotion meetings, promote cultural tourism brand image and characteristic products, and at the same time interact with the on-site audience “zero distance”.
Pay equal attention to exhibition and trade, and smooth new channels for the transformation of achievements
Paying attention to economy, trade and practical results, and vigorously promoting the “marketization, specialization and internationalization” of cultural and tourism industries and commodities are the unswerving ideas of the two exhibitions. With cultural tourism product trading as the core and the goal of promoting the globalization of the cultural and tourism industry, this exhibition promotes the linkage of exhibition and trade by building a procurement docking platform, providing incubation support, releasing new commodity trends and other forms, smoothing new channels for the transformation of exhibition achievements, promoting the adjustment and innovation of cultural tourism product structure, and helping more cultural tourism products “go global”.
Poly Culture Group Co., Ltd. appeared at the Cultural Fair for the second time with its six major business sectors: Poly Auction, Art Works, Poly Animation, Poly Digital Theater, Digital Museum and Poly Cultural and Creative Industries. The difference is that the Poly Cultural Relics Store debuted in Yiwu, bringing domestic and African cultural products; Poly Cultural and Creative held the “Culture + Manufacturing” and “Culture + Technology” cultural and creative exhibitions at Yiwu Poly Cultural and Creative Industry Cooperation Center, focusing on displaying excellent and well-known IP resources at home and abroad and new digital IP application forms, and promoting the effective docking of IP design and product production.
In order to promote cultural tourism products to better enter the market, this exhibition specially set up cultural tourism commodity procurement negotiation matchmaking meeting, for Tmall, donkey mother and more than 20 units such as museums, art galleries, animation enterprises, film and television enterprises, brand management enterprises, etc., to build a one-to-one negotiation and docking platform, carry out on-site business negotiations, and promote cooperation.
A combination of East and West, Tao Li Zhengyan shows new charm
![](https://www.hzyyingyu.com/wp-content/uploads/2022/12/test-578-1024x768.png)
The exhibition attracted more than 10 countries and regions along the “Belt and Road” such as Germany, Hungary, Latvia, Venezuela, New Zealand, Japan, Mozambique, Spain, Norway, Uruguay, India, Egypt, Turkey, Belgium, Tanzania and Tunisia, focusing on displaying the characteristic cultural tourism projects and cultural tourism creative products of different countries. The German Brotherhood Grimm Association debuted in Yiwu, and will use Grimm’s fairy tale as a cultural background element to dress up the entire exhibition area as “Grimm’s fairy tale world”, fully demonstrating the creative application of cultural elements in cross-border industries.
The interplay of exotic style and Chinese style is also a major attraction of this proposed exhibition. The exhibition attracted delegations from 29 provinces, municipalities and autonomous regions across the country to participate in the exhibition: “Shanxi Gift” featuring “1+3+N”, with stone art, ceramics, bronze art and other cultural and creative tourism products to display the charm of the “Ancient Oriental Art Museum”; The representative brand projects in Zhejiang Province’s foreign cultural exchanges are concentrated in the “Belt and Road” foreign exchange exhibition, with community culture, characteristic towns, city business cards, poetry and painting Zhejiang as the main axis, gradually displaying the achievements of Zhejiang Province’s foreign cultural exchanges in recent years.
Regional cooperation, cultural tourism to build new bridges
![](https://www.hzyyingyu.com/wp-content/uploads/2022/12/test-579-1024x768.png)
Strengthening the precise cooperation between the east and west in the cultural and tourism industry reflects the responsibility of the two exhibitions. The debut of the “Three Districts and Three States” tourism Grand Circle Exhibition Area is a microcosm. The “Three Districts and Three States” Tourism Grand Circle Exhibition Area highlights the 4 branch lines and 6 theme lines of the “Three Districts and Three States” Tourism Grand Ring Road, as well as the beautiful natural scenery, profound cultural heritage and unique ethnic customs of the provinces and regions of the Ring Road, providing a display platform for the “Three Districts and Three States” tourism promotion. At the same time, the excellent cultural tourism resources and products of the poverty alleviation counties (cities) designated by the Ministry of Culture and Tourism and the counterpart support counties of Shanxi Loufu and Jingle, Inner Mongolia Aershan, Guangxi Bama and Jiangxi Lichuan were displayed respectively.
It is worth mentioning that the Jinhua Cultural Tourism Exhibition Area of Zhejiang Pavilion invited cultural and tourism departments from seven corresponding regions, including Aksu Wensu County in Xinjiang, Wenchuan in Sichuan and Longzhou in Guangxi, to organize the exhibition, focusing on displaying local high-quality tourism products. The Lishui Exhibition Area of Zhejiang Pavilion takes “Beautiful Mountains and Lishui, Poetry and Painting Pastoral Garden, Health Preservation Blessed Land, Longevity Hometown” as the theme, highlighting the local ecological environment and humanistic customs of Lishui, and fully displaying the tourism image and characteristics of Lishui’s nine counties (cities and districts).
Seek the past and seek innovation, and cultivate new ignition points in the field of cultural tourism
![](https://www.hzyyingyu.com/wp-content/uploads/2022/12/test-580-1024x768.png)
Based on tradition, seek innovation and change. The theme of this year’s Intangible Cultural Heritage Life Hall is “Reproduction, Reinvention and Regeneration”, and the content of intangible cultural heritage derivatives. The “mountain soul” technique represented by woodblock New Year painting, Wuzhou kiln ceramic firing, Yongkang copper art, etc., the “sea charm” technique represented by Ningbo gold and silver color embroidery, Cangnan clamping, Zhoushan fishermen’s painting, etc., the “ze quilt” technique represented by earthen cloth weaving, Tongxiang bamboo weaving, silk weaving, etc., and the “homeland” technology represented by copper carving and traditional brewing of Danxi red yeast wine were all unveiled one by one.
In addition, the “New Ran Point” image pavilion brought by Taipei Industrial Design Development Association from Baodao Taiwan spans the fields of art, craftsmanship and design, and curates exhibitions and performance activities with the three themes of characteristic town, gift packaging and metal industry, so that ordinary audiences can get closer to craftsmanship and understand craftsmanship.
At this exhibition, provincial museums such as China National Silk Museum, city and county-level museums such as Hangzhou Museum, and 32 provincial cultural and museum units such as China Tea Museum and China Rice Wine Museum also appeared with national treasures. The characteristic cultural and creative derivatives of major museums compete with each other, allowing more cultural derivatives with rich cultural taste to enter the lives of ordinary people.
Wisdom empowerment, technology enhances the new connotation of the exhibition
![](https://www.hzyyingyu.com/wp-content/uploads/2022/12/test-581-1024x768.png)
Under the background of “cultural and tourism integration”, the “Smart Tourism” exhibition area brought together elite exhibitors in the fields of government digitalization, cultural tourism big data, informatization, AI artificial intelligence, holography, AR, VR, cultural tourism and creativity. The 50㎡ large screen concentrates the smart cultural tourism system platform at the provincial, municipal and county levels, intuitively displaying the latest achievements of government digitalization, cultural tourism informatization and smart cultural tourism. At the scene, some citizens and tourists communicated with various characters including Transformers on the holographic stage (which can have three-dimensional interaction with virtual characters); Some will take home all kinds of rich prizes through mobile phone AR check-ins in the exhibition area through AR activities through AR activities in the AR amusement park; Some participated in online interactions such as shaking and racing, and got the opportunity to experience live sketching and drawing by cartoonists; Some interacted with the large screen through the on-site touch screen and learned about the rich cultural heritage of Zhejiang’s four “poetry roads”…
The “100 Counties and 1000 Bowls” booth is also one of the eye-catching spots in the smart tourism exhibition area. Through nearly 100 models of “100 counties and 100 bowls” gourmet dishes carefully created by intangible genetic inheritors, the booth allowed the audience to feel the charm of Zhejiang tourism cuisine on the spot, and by scanning the dish name plate printed with the QR code, you can also see the introduction story of each dish online, and let the 100 counties and 100 bowls be fully displayed online and offline. In addition, the “Bullet Time” interactive experience project was also introduced specifically for “100 Counties and Thousand Bowls”, where the audience could take their own three-dimensional panoramic photos and spread the “100 Counties and Thousand Bowls” brand to more people.
Xiong Yuanming, Director of the General Office of the Ministry of Culture and Tourism, Zhang Jilin, Inspector of the Department of Resource Development of the Ministry of Culture and Tourism, Cai Xiaochun, Deputy Secretary-General of the Zhejiang Provincial People’s Government, Ge Xuebin, Deputy Director of the Publicity Department of the Zhejiang Provincial Party Committee, Chu Ziyu, Secretary of the Party Group and Director of the Zhejiang Provincial Department of Culture and Tourism, and Lu Yuedong, Member of the Party Group and Deputy Director of the Zhejiang Provincial Department of Culture and Tourism, attended the opening ceremony.