Shanghai’s Cultural Tourism Campaign “Super Spring Festival” Celebrates Intangible Heritage and Festive Traditions

As the Chinese New Year approaches, Shanghai has officially launched its “Visit Shanghai: Super Spring Festival” initiative, a citywide campaign that celebrates the city’s rich cultural heritage while providing new ways to experience its traditions. This vibrant programme aims to immerse visitors in intangible cultural heritage (ICH) experiences that combine ancient customs with modern urban life. The Shanghai Municipal Administration of Culture and Tourism organised the campaign, which follows the successful “Discover Shanghai” travel guide competition.

The initiative aims to reignite public interest in Shanghai’s tourism and heritage, inviting both locals and international visitors to immerse themselves in the city’s cultural fabric. Shanghai hopes that by incorporating traditional craftsmanship into daily urban life, it can revitalise festive customs while also providing a modern, dynamic approach to experiencing its history.

Yuyuan Garden: A Cultural Heartbeat of Shanghai’s Spring Festival

Yuyuan Garden, one of the most popular attractions in Shanghai during the Spring Festival, serves as the central venue for the “Super Spring Festival” campaign. The garden becomes a showcase for nearly 100 ICH projects, offering visitors an opportunity to engage with traditional crafts and experience time-honoured local brands.

Among the many performances hosted at the venue, rolling lantern dances and Wing Chun martial arts demonstrations stand out, alongside tea-making showcases by ICH masters. Visitors can learn about and sample heritage tea blends, further immersing themselves in Shanghai’s rich culture. These engaging performances and demonstrations not only honour the past but are also infused with a sense of innovation and cultural fusion, especially through collaborations that blend heritage arts with contemporary youth culture.

Citywide ICH Activities: Reviving Festive Traditions Across Shanghai

Beyond Yuyuan Garden, Shanghai’s “Super Spring Festival” spreads across the city with a series of ICH-themed activities organized under the theme “Savoring the Warmth of Everyday Life.” These activities are scattered across the city’s commercial districts, historic neighbourhoods, and suburban towns, ensuring there is something for everyone to enjoy.

In the Jing’an Temple commercial area, visitors can explore ICH markets that feature traditional incense-making and knot-button crafting. These markets showcase the craftsmanship of long-established local brands, providing an opportunity for people to engage with centuries-old traditions. In collaboration with Shanghai Sugar, Cigarettes and Wine (Group), speciality products that highlight traditional local flavours offer a taste of Shanghai’s culinary heritage. Additionally, renowned eateries such as Wangjiasha host festive culinary events, bringing Shanghai’s gastronomic traditions to life.

For those keen on hands-on experiences, activities in Nanxiang Ancient Town and Songjiang’s Mutong Yangrou Street offer a perfect blend of local produce and traditional culinary craftsmanship. Both locations are famous for their traditional lamb dishes, and visitors can partake in food-related cultural activities that add a personal touch to their festival experience.

Immersive Nighttime Experiences: Lantern Displays and Photography Competitions

As night falls, large-scale lantern displays light up iconic locations like Yuyuan Garden and Hongkou Jinchao 8 Alley, creating an enchanting atmosphere for visitors. These lantern displays, coupled with themed photography competitions and specially curated sightseeing routes, offer immersive nighttime experiences for those exploring the city after dark.

The city’s dynamic mix of tradition and modernity is reflected in the stunning visual appeal of these lanterns, while the photography competitions encourage both tourists and locals to capture the essence of Shanghai’s Spring Festival celebrations. These experiences are perfect for anyone looking to enjoy the festive atmosphere under the city’s starry skies.

Community-Based Workshops: Learning from the Masters

Community-based workshops have been an integral part of the campaign, allowing visitors to directly engage with the traditional crafts that make Shanghai’s heritage so unique. In Huangpu District, families are invited to join hands-on classes in knot-button making, traditional incense blending, and sachet sewing. These workshops are designed to bring heritage into daily life and offer families a chance to create something personal while learning from master artisans.

Other programmes, including woodblock printmaking, youth wellness workshops, and calligraphy sessions for writing handwritten Spring Festival couplets, provide further opportunities for cultural exchange and skill-building. These workshops not only enrich visitors’ understanding of Shanghai’s heritage but also give them the chance to take home unique, handmade souvenirs that reflect the city’s culture and traditions.

Incentives and Accessibility: Making Shanghai’s Heritage Experiences More Accessible

To make these cultural experiences even more accessible, Shanghai has introduced several tourism incentives to encourage local and international visitors to partake in the festival activities. During the Spring Festival, 60 major attractions will offer half-price admission, making it easier for families and tourists to enjoy the city’s rich cultural offerings.

Additionally, the official “Hu Xiaoyou” platform has been introduced to provide hundreds of themed tourism products, including ICH experiences, science education tours, and leisure cruises. This platform also offers curated heritage walking routes that connect cultural landmarks, historic architecture, and artisan workshops, providing deeper insight into Shanghai’s unique blend of tradition and modernity.

Intangible Cultural Heritage: A Bridge Between Past and Present

Shanghai’s “Super Spring Festival” initiative shines a light on the city’s rich intangible cultural heritage, acting as a bridge between its storied past and its vibrant future. This campaign showcases how Shanghai is preserving traditional crafts while ensuring they evolve with the times, making them accessible to a broader audience. By weaving these age-old customs into everyday life, the city has created a welcoming, dynamic space where both locals and tourists can deeply engage with its cultural heritage.

For those looking for a truly unique cultural experience during the Spring Festival, Shanghai offers an unforgettable journey. Visitors can immerse themselves in the city’s time-honoured traditions and see how they’ve been creatively reimagined in today’s fast-paced world. With a blend of lively performances, hands-on workshops, and modern cultural experiences, the city invites you to celebrate the Chinese New Year in a way that beautifully balances history with innovation.

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