On the afternoon of December 12, the Ministry of Culture and Tourism held a symposium in the form of video and telephone conference to study and implement the spirit of General Secretary Xi Jinping’s important instructions on the protection of intangible cultural heritage, study and deploy the protection of traditional tea-making techniques and related customs, and the systematic protection of intangible cultural heritage, so as to promote the protection and inheritance of intangible cultural heritage to a new level. Hu Heping, Secretary of the Party Leadership Group and Minister of the Ministry of Culture and Tourism, attended the meeting and delivered a speech, and Rao Quan, member of the Party Leadership Group and Vice Minister of the Ministry, presided over the meeting. Chen Guangsheng, Secretary of the Party Leadership Group of the Zhejiang Provincial Department of Culture and Tourism, spoke at the meeting as a representative of 15 provinces (autonomous regions and municipalities) that have been declared a tea World Heritage Site.
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In his speech, Chen Guangsheng said that the successful inclusion of “Chinese traditional tea-making techniques and related customs” on the Representative List of the Intangible Cultural Heritage of Humanity is of great significance and far-reaching influence. Zhejiang will take this as a new starting point, conscientiously study and implement the spirit of General Secretary Xi Jinping’s important instructions, make persistent efforts to strengthen the protection and inheritance work, and go all out to do a good job in the second half of the tea World Heritage application, so that the small “Oriental Divine Leaf” will further become a dazzling pearl to carry forward the excellent traditional Chinese culture, and become an effective lever for Zhejiang and the whole country to promote rural revitalization and help common prosperity.
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- Expand the publicity effect with a series of activities. Conscientiously organize the 2022 “Tea and the World, Sharing Intangible Cultural Heritage” theme activity. Through close linkage inside and outside the province, domestic and international, online and offline, and the combination of publicity and promotion and academic exchanges, a series of activities such as celebration ceremonies, academic forums, special exhibitions, and tea culture experiences have been carefully organized, so as to create a strong atmosphere of inheriting traditional tea-making skills in the whole society. Make full use of media resources at all levels, carry out multi-dimensional and all-media publicity through online live broadcasts, short video sharing and other forms, promote the same frequency resonance, and continuously improve the public’s awareness of intangible cultural heritage.
- 2. Strengthen the joint force of work through the coordination mechanism. The application project includes 44 sub-projects in 15 provinces (autonomous regions and municipalities), with many points, long lines and wide coverage, which is the “largest volume” of the intangible cultural heritage declaration projects in China. Zhejiang will continue to work closely with relevant brother provinces, give full play to the role of the working group, and establish and improve the coordination mechanism. Promote the signing of the Hangzhou Declaration on the Protection and Inheritance of “Chinese Traditional Tea-making Skills and Related Customs”, accelerate the construction of relevant platforms, and better build consensus and gather joint forces.
- 3. Enhance cultural self-confidence through exchanges and cooperation. Tea culture is the crystallization of the wisdom of Chinese civilization, Zhejiang found the remains of tea roots in the Yuyao Tianluo Mountain site 6,000 years ago, and Lu Yu, who was known as the “tea saint” of the Tang Dynasty, also wrote the “Book of Tea” in Huzhou. It is necessary to take the selection of the World Heritage Site as an opportunity to carry out the decoding of tea culture genes according to local conditions, explore the humanistic spirit and values contained in it, and strive to create a distinctive tea culture logo. Make full use of nodes such as the “Cultural and Natural Heritage Day” to carry out knowledge popularization and theme displays, and use tea as a link to forge a strong sense of community for the Chinese nation. Deepen international exchanges and cooperation in protection, tell the story of tea and promote tea culture with the “Window of Zhejiang”, and contribute to the dissemination of Chinese civilization and cultural self-confidence.
- Fourth, promote linkage development with provincial innovation. Efforts should be made to innovate systems and mechanisms, stimulate the creativity of relevant universities, scientific research institutes, associations and enterprises, and promote the linkage development of tea culture, tea industry, and tea science and technology. Combined with the implementation of the “550000” project of cultural and tourism integration, it is planned to launch a series of tea-themed tourist attractions, tourism routes, theme homestay hotels and tourism commodities, etc., and extend the industrial chain, enhance the value chain, optimize the service chain, and promote employment and entrepreneurship and increase the income of the masses by doing thorough tea articles.
- 5. Strengthen the protection of intangible cultural heritage with systematic thinking. Explore and improve the intangible cultural heritage protection and inheritance system with Zhejiang characteristics, and actively carry out national pilot projects such as “promoting the high-quality development of traditional crafts” and “intangible cultural heritage helping rural revitalization”. Deepen the construction of “intangible cultural heritage online” applications, and promote multi-cross collaboration and closed-loop management with digital empowerment. Pay close attention to the construction of traditional craft workstations and intangible cultural heritage workshops, and continue to hold the “Intangible Cultural Heritage Shopping Festival, Zhejiang Consumption Season” activity.to promote intangible cultural heritage into schools, scenic spots, and communities.
- Lu Chengyin made an exchange speech as an expert representative. He reported on the basic situation of the development of China’s tea industry, and elaborated on the impact of “Chinese traditional tea-making techniques and related customs” on relevant communities, groups and individuals after they were included in the intangible cultural heritage of mankind.
- Ye Jing, deputy director of the Provincial Department of Culture and Tourism and member of the party group, all comrades of the intangible cultural heritage department of the department, and representative inheritors of the national intangible cultural heritage of Changxing purple bamboo shoot tea making skills attended the meeting.