SHANGHAI, China – A new national tourism cultural and creative platform was officially unveiled in Shanghai on September 1, marking a significant step forward in accelerating the upgrade of the industry. The China Elegant and Beautiful Tourism Souvenir Exhibition Hall (hereinafter referred to as the Exhibition Hall) was launched, with the first batch of 64 thematic halls receiving certification.
The Exhibition Hall aims to establish a national-level platform for cultural and creative tourism, fostering multilayered exchanges and cross-industry collaborations. Wang Jiamu, Secretary-General of the Exhibition Hall, explained that the initiative seeks to support the diversification, specialization, and modernization of tourism cultural and creative research and development in various regions and scenic spots.
The Exhibition Hall will not only protect the unique cultural and creative features of different regions but also introduce more international innovative perspectives to accelerate the upgrade of China’s tourism cultural and creative industry, Wang said.
A Platform for Integration and Innovation
The Exhibition Hall plans to integrate important exhibition halls and leading enterprises from China’s intangible cultural heritage, arts and crafts, and cultural and creative industries. The goal is to launch over 200 thematic halls and gradually establish a comprehensive national network system for the tourism cultural and creative industry.
The inaugural batch of 64 thematic halls includes the Chinese National Embroidery Hall, Chinese National Fan Hall, Chinese Glazed Red Ceramic Art Hall, Chinese Aromatherapy Cultural Creation Hall, Chinese Internal Painting Art Hall, and Chinese Traditional Chinese Medicine Cultural Creation Hall, among others. These halls serve as both research and supply bases.
A Glimpse into the Cultural Treasures
At the Chinese Traditional Chinese Medicine Cultural Creation Hall, Shanghai Traditional Chinese Medicine Literature Hall Deputy Curator Wang Haili guided visitors through an interactive experience of TCM cultural innovation. The hall featured five woodblock prints illustrating the ingredients of Guizhi decoction, a classic herbal formula from Treatise on Febrile and Miscellaneous Diseases that has been used for centuries.
Visitors were able to experience the process of printing herbal images using stamps. Additionally, the Shanghai Traditional Chinese Medicine Literature Hall has created a moveable type printing of the Guizhi decoction’s formula song, allowing participants to make their own prints.
Ceramic master Ye Jianxin, a professor at Communication University of China and Jingdezhen Ceramic Institute, showcased his meticulously crafted glazed red vases. Glazed red is one of the most challenging varieties in the ceramic world. Works depicting landscapes are even more difficult to produce than those featuring flowers and birds, he explained. Ye has spent about 10 years researching the glazed red technique, noting that pieces with green over the red are considered the best.
Expanding Global Reach
The Exhibition Hall plans to host regular large-scale events, including the National Tourism Cultural and Creative Design Competition, National Tourism Cultural and Creative Commodities Trade Fair, and the National Tourism Cultural and Creative Industry Development Summit Forum, to promote multi-level and multi-faceted cross-industry exchanges and collaborations. The platform also aims to expand its reach into international markets.
Next year, the Exhibition Hall will organize a creative design competition themed on Chinese cultural markers.
In an exciting development, the Exhibition Hall’s first event showcase will be held in Tokyo, Japan, from September 7 to 8. Five thematic halls will participate in the China Festival organized by the Chinese Embassy in Japan. Renowned artists, including ceramic master Ye Jianxin, woodcarving master Zheng Yinpeng, internal painting master Wang Bao, calligraphy and seal engraving master Liu Xiaohu, and young artist Jia Yi, will display their masterpieces.
Internal painting master Liu Wei revealed that he will bring works featuring pandas and peonies to Japan. National first-class artist Liu Xiaohu plans to exhibit seal engraving works based on Journey to the West, offering Japanese audiences a direct insight into Chinese culture. Zheng Yinpeng, a national-level inheritor of intangible cultural heritage, will bring a 70-centimeter-high wooden dragon to Japan.
The launch of the Exhibition Hall represents a significant milestone in China’s tourism cultural and creative industry, signaling a commitment to innovation, cultural preservation, and global collaboration.
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