New Exploration of Cultural Tourism | Ancient Charm Meets Modern Trends: The Beauty of Cultural Tourism Integration at a Market

A dazzling array of creative cultural products, flavorful intangible cultural heritage snacks, and whimsical trendy play scenes… On early summer days, Beijing’s Chaoyang Park buzzes with crowds, where everyday life and poetry collide.

From May 15 to 24, the First China New Cultural and Creative Market and Trendy Play Fair was held here, bringing together top cultural and museum resources, trendy IPs, and digital tech from across the country. It was a “two-way journey” where traditional aesthetics met modern fashion.

Stepping into the Chaoyang Planning Art Museum, visitors were dazzled by hit creative products from dozens of cultural institutions like the Palace Museum, National Museum of China, and Sanxingdui Museum. Zhang Lixing, a tourist from Tangshan, Hebei, beamed with joy as she held a newly bought “Nao’e Golden Hairpin Fridge Magnet” from the National Museum: “I love collecting fridge magnets from trips, and I never expected to grab national treasures all in one stop. Totally worth it!”

The fluffy “Jiu Jiu” bronze bird keychain was irresistibly cute, the sunbird sand fridge magnet shimmered with light, and the grape-flower-bird-scented silver sachet pendant was ingeniously designed. Artifacts once sleeping in display cases were “awakened,” becoming tangible daily companions. Special items like Xinjiang’s “Naan Is Here” plush toy, Yunnan’s nutshell rattles, and Hainan’s island-themed trendy toys condensed “poetry and distance” into small treasures, letting visitors touch local cultures with their fingertips.

“Creative products bridge the gap between tradition and the public, turning museum-only artifacts into collectible, shareable everyday items,” said visitor Xu Qin. Many playful designs resonate with young consumers’ tastes and naturally become social media hits.

Inside the “Beijing Gifts” zone, an embroiderer from Guizhou in Miao attire demonstrated clothing and accessories made with seed stitch technique. Intangible cultural heritage enthusiast Ms. Xu lingered long, admiring Miao embroidery and batik pieces: “They’re not only stylish and innovative but also practical, blending tradition and trend.”

At the market, 43 intangible heritage skills, including Xiangxi Miao embroidery and Shu brocade weaving, were showcased. Ten national-level inheritors demonstrated crafts like horsetail embroidery and filigree inlay. Visitors could also try seal carving, tie-dye, and clay sculpture, experiencing the skill and depth of traditional techniques.

The event also featured the “Beijing Intangible Heritage Food Fair,” where Chaoshan beef balls were springy and crispy, Quanzhou misua was as fine as hair, and Huai’an Pingqiao tofu was sliced paper-thin. Inheritors demonstrated pounding and blending techniques, letting visitors taste the beauty of intangible heritage.

The “Trendy Play District” buzzed with youthful energy. Young tourists snapped photos at POP MART’s giant “Molly” art installation; Qimeng Island launched limited-edition Chinese-style trendy toys showcasing traditional crafts like Beijing embroidery and frog buttons; and Lezi Tiancheng’s “Panda You” forest-themed space featured dozens of adorable panda sculptures.

“Great IPs have cross-cultural power,” said Chen Xiaoyun, VP of POP MART International Group. Trendy toys inject youthful energy into the market, while the market offers a platform for brands to reach the public. This two-way empowerment makes cultural consumption more dynamic.

As dusk fell, the cultural tourism feast lit up another brilliance. At night, the folk project “Golden Dragon Tour” from Yangshuo, Guangxi, debuted on the Liangma River. Bamboo rafts linked end-to-end formed a golden dragon, whose reflection shimmered with riverside lights. Tourists raised their phones to capture the “Chinese romance.”

“Here you have the symphony of ancient and modern creative products, the collision of trendy fashion, the romantic nightscapes along the water, and the warmest city vibe from street food,” said Yin Yuan, deputy district head of Chaoyang. Leveraging Chaoyang Park’s natural advantages, the event offered an immersive one-stop experience of “touring, shopping, viewing, eating, and entertainment.”

On the “Oriental New Aesthetics” flash stage, performances like Jingxi Taiping Drum, Baizhifang Taishi Lion Dance, and classical umbrella dance wowed audiences. At the massive square, mecha parades and Chinese-style electronic music ignited the crowd. Five carefully designed trendy-themed cultural tourism routes linked the market, museums, performance spaces, shopping districts, waterfronts, sports landmarks, and romantic photo spots, weaving creativity into the city’s fabric.

From the delicate stitches of Miao embroidery to portable trendy toys, from intangible heritage flavors on the tongue to the immersive nightscape by the water, cultural creativity flows into everyday life in countless forms, making Beijing—a city both ancient and youthful—warmer and more enchanting.

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