On February 3, the launch ceremony for the Gansu Provincial "Celebrate the Spring Festival with Intangible Cultural Heritage · Savor the Chinese New Year" and Intangible Cultural Heritage New Year Shopping Month promotion and exhibition main venue series of events was held at Wanxiang Street in Wudu District, Longnan City. The event was hosted by the Gansu Provincial Department of Culture and Tourism and the People's Government of Longnan City, and organized by the Longnan Municipal Bureau of Culture, Radio, Television, and Tourism and the People's Government of Wudu District.

The event aims to bring intangible cultural heritage (ICH) to life and popularize it through traditional New Year activities, such as ICH performances, skill demonstrations, and a New Year shopping fair. These activities allow participants to experience the charm of China's outstanding traditional culture, appreciate the beauty of ICH amid festive decorations and dragon-and-lion dances, savor the unique flavor of the ICH-themed New Year, and boost ICH-related consumption. By seeking the rich essence of spring within New Year customs, the event also promotes the creative transformation and innovative development of China's outstanding traditional culture.

The event features a launch ceremony, the main "Seasonal Intangible Cultural Heritage Shopping Month – Celebrate Spring Festival with ICH & New Year Shopping Month" activities, exhibitions showcasing ICH achievements from various cities and prefectures, the "Celebrate Spring Festival with ICH & Send Blessings through Calligraphy and Painting" event, the "Galloping Horse Welcomes Spring · Celebrating Prosperity with Songs" Longnan City Quality Cultural Performance Showcase, ICH promotion activities in scenic spots, the "New Year Hundred Performances" exhibition, nighttime ICH tours along Wanxiang Street and Qingshui River, and "ICH + Cultural Creativity" exchange activities. Outstanding ICH projects, products, specialty foods, and New Year goods from 14 cities and prefectures across the province are being displayed and sold on-site. Representative ICH inheritors are also participating in live-streaming sessions to promote and sell distinctive ICH products, share stories of ICH protection and transmission, and drive ICH to become a new hotspot and dynamic force for innovating consumption scenarios and stimulating consumer activity.

Over the years, Gansu Province has made steady progress in the protection of intangible cultural heritage (ICH). To date, the province has recognized 9,119 ICH items at various levels and 14,227 representative ICH inheritors. It has established 8 provincial-level cultural ecology conservation zones and currently operates 119 provincial-level or above ICH workshops. Notably, four of its tourism routes have been selected as national ICH-themed tourism routes, and four ICH workshops have been included as "National Exemplary Cases of ICH Workshops." The province has also regularly organized activities to promote ICH in scenic areas, communities, and schools. Overall, the protection and transmission of intangible cultural heritage in Gansu Province are thriving with vitality.

During the Spring Festival and Lantern Festival period, cultural and tourism departments across various cities and prefectures will, based on local traditional customs and under the theme "Celebrating the Spring Festival with Intangible Cultural Heritage · Savoring the Chinese New Year," organize a series of ICH inheritance and practice activities. These include "Celebrating the New Year in Ancient Towns," "Lighting Up Chinese Lanterns," "Family Reunion with Delicacies," "Welcoming the New Year in ICH Museums," the "ICH New Year Shopping Month," and online campaigns such as "My Hometown New Year." Through ICH exhibitions, performances, and folk activities that are well-received and widely participated in by the public, these initiatives aim to uphold traditional New Year customs and showcase the charm of ICH. The goal is to ensure everyone experiences a Spring Festival rich in traditional flavor, where each person becomes a participant, experiencer, inheritor, and creator of New Year traditions. This will allow people to personally feel the vibrant charm of China's excellent traditional culture and foster a joyful, festive, and harmonious atmosphere for the New Year celebrations.