On October 31, the “Finest Gifts from China” Cultural and Tourism Trade Promotion Activity (Intangible Cultural Heritage and Time-Honored Brands Special Session) was held in Kaifeng, Henan. The event adopted an integrated online and offline format, combining exhibition, performance, sales, and interactive experiences. Through domestic and international platforms, it featured live broadcasts with images and videos, reaching a total audience of nearly 900,000, including 510,000 overseas viewers.

Photo courtesy of the event organizer.

The event was hosted by the Culture and Tourism Department of Henan Province and organized by the National Cultural Export Base, Cultural, Technological and Innovation Park, Administration of Kaifeng Area of China (Henan) Pilot Free Trade Zone, the Culture, Radio, Television and Tourism Bureau of Kaifeng , the Kaifeng Municipal Bureau of Commerce, China Tourism News, and CCMG Cultural Creative Development Co., Ltd.(Beijing), with support from the National Base for International Cultural Trade Cooperation Alliance.

The event focused on showcasing and promoting a selection of high-quality intangible cultural heritage and time-honored brand products and services that embody the essence of Eastern aesthetics, integrate modern design concepts, and meet international market demand. It also introduced inbound tourism routes and consumption services featuring intangible cultural heritage and time-honored brands to global audiences , vividly telling Chinese stories, demonstrating Chinese craftsmanship, and sharing Chinese lifestyle aesthetics. The event aimed to promote the high quality development of international cultural trade, strengthen cultural trade platforms, and advance the globalization of China’s cultural industry.

A total of 306 enterprises submitted products, services, and tourism routes for participation. Among them, 161 representative projects with both profound cultural heritage and strong international market potential were carefully selected and compiled into a promotional handbook.

Additionally, a “Song Dynasty Elegance” lifestyle market was set up, recreating scenes of Song-style aesthetic living through an integrated model of exhibition, performance, sales, and interactive experiences. Intangible cultural heritage and time-honored brands from 26 provinces across China participated, with a total of 256 booths, fully demonstrating the market appeal of heritage brands and the broad scope of cultural exchange.

“Song Dynasty Elegance” Lifestyle Market – Photo courtesy of the organizer

At the event, six intangible cultural heritage and time-honored brand enterprises conducted product roadshows, showcasing items such as Henan’s century-old Baiji Peanut Cake, Ningxia’s intangible heritage hemp weaving, and Beijing’s Kalim Tea. Three related organizations promoted inbound tourism routes, including Kaifeng-themed intangible cultural heritage tours and the Jianye Movie Town itinerary.

During the discussion session, four industry experts focused on key topics such as intangible cultural heritage preservation and innovation, cultural export strategies, and legal risk prevention. They provided in-depth insights combining theoretical perspectives with practical value, laying a solid foundation for the healthy development of cultural and tourism trade.

Promotion of Henan’s Century-Old Baiji Peanut Cake. Photo courtesy of the organizer.

Promotion of Ningxia Intangible Heritage Hemp Weaving – Photo courtesy of the organizer

Henan Weiqi Promotion – Photo courtesy of the organizer

Promotion of Kaifeng Inbound Tourism Intangible Cultural Heritage-Themed Routes Photo courtesy of the organizer.

Nearly 300 participants attended the event, including officials from cultural, tourism, and commerce departments across more than 20 provinces (autonomous regions and municipalities), representatives from intangible cultural heritage and time-honored brand enterprises, cultural trade companies, as well as experts, scholars, and media personnel.

Event Site – Photo courtesy of the organizer

The “Finest Gifts from China” Cultural and Tourism Trade Promotion Activity integrates domestic and international, online and offline resources to showcase, promote, and trade a selection of high-quality cultural and tourism products with distinctive Chinese characteristics and style that are popular in international markets. The event provides a platform for exchanges and cooperation between Chinese and foreign enterprises, promoting the expansion and optimization of cultural trade, while enhancing the international competitiveness and recognition of Chinese companies and brands.

Prior to this, the “Finest Gifts from China” Cultural and Tourism Trade Promotion Activity has held 15 special sessions, with growing attention and participation both domestically and internationally, steadily advancing the development of cultural trade.