Unveiling “Yellow River Fair” and “World of Mellow Wine” by New Trend of Intangible Cultural Heritage
Strolling through the Intangible Cultural Heritage (ICH) marketplace, visitors are greeted by performers dressed in traditional attire, like ICH fairies and historical figures, who guide you on a journey to discover the rich heritage of Yantai. Over 100 ICH projects, including Yantai paper-cutting and Jiaodong flower-shaped steamed buns, illuminate the “Fairyland Coast.” Conductors of the Haiyang Yangko dance wield ritual instruments with agile steps, accompanied by thunderous drums and fluttering silk fans resembling soaring phoenixes. The grand Haiyang Yangko dance winds its way beneath Yantai Mountain, celebrating a joyous life through its energetic movements.
The new trend of ICH surges through the maritime charm of Yantai. On September 30, the 2024 Yellow River Autumn Fair & ICH Cultural Life Week kicked off at Binhe Square in Zhifu District, Yantai. As part of the 2024 Yantai Wine Coast Art Festival, this event integrates the element of the Yellow River Fair into a series of contemporary cultural activities, highlighting the revival of China Chic and immersive experiences and allowing traditional culture to seamlessly merge into modern life.
As a marketplace of premium goods and festive essentials for the residents of Shandong, the Yellow River Fair is an essential gathering for intangible cultural heritage and regional customs across 16 cities. With a rich history, Yantai is one of the few cities in China recognized by the State Council as a National Historic and Cultural City twice. It boasts deep-rooted Taoist culture, revolutionary legacy, port-opening history, and maritime heritage. This year’s cultural week, centered on the theme of New Heritage, New Vitality: Maritime Charm of Yantai unfolds across five key areas: Markets, Arts, Tea, Exhibitions, and Tourism. The event features ICH marketplaces, ICH performances, XR virtual reality experiences, costume parades with interactive stamp collections, immersive ICH study tours, and other multi-dimensional integration modes.
The thriving art of Jiaodong Huabobo (decorative steamed buns) nourishes the spirit of Yantai's people. “By registering the ‘Jiaodong Little Daughter-in-Law’ trademark, I embarked on a journey to preserve this cultural legacy. In Yantai, Huabobo accompanies us through life’s most significant moments. I also hope everyone can embrace this craft, allowing it to thrive with renewed vitality in the modern era,” said Yu Zhina, Yantai ICH Ambassador. Based on the traditional techniques of Fushan Big Noodles, Quan Fujian, another Yantai ICH Ambassador, created “The Way of Noodles” as a noodle performance art by integrating innovation with traditional culture. “How can we transform Fushan Big Noodles—a centuries-old craft—into a renowned food brand representing China’s Hometown of Shandong Cuisine? My secret lies in staying true to the roots while pursuing innovation,” said Quan Fujian.
The cultural and creative products of ICH are not only about preserving awe-inspiring craftsmanship but also about bringing heritage into daily life through tangible and functional objects. The vast number of young students stay true to their roots while pursuing innovation in the inheritance of ICH, tell compelling stories of our heritage in the new era, and create more down-to-earth cultural and creative products to integrate heritage deeply into daily life. “Our fans feature unique seals, such as The Lonely Whale, Yantai Lighthouse, and the buildings of our university,” said Lyu Xinyi, a student from the Department of Art and Design of Shandong Business Institute. Lyu and her partners brought two types of lacquer fan works, allowing participants to engage in hands-on creation and personally experience the charm of intangible cultural heritage. She added, "We aim to incorporate this immersive experience of lacquer fans into the Intangible Cultural Heritage Cultural and Creative Design Competition."
The development of Yantai’s ICH XR virtual scenarios is not only a practical application of technological innovation but also a breakthrough in ICH dissemination. Leveraging the XR platforms, ICH micro-courses have been established. “Haiyang green tea has a long history. Currently, the planting area is over 20,000 mu (about 3,300 acres) and it has become an important driving force for rural revitalization in Haiyang. Supported by the government at all levels, we have been constantly delving into the production techniques to boost sales and promote tea, making Haiyang green tea fragrant throughout Yantai and carrying forward tea culture,” said Zhang Zhigang, the representative inheritor of the provincial ICH project of Haiyang green tea production techniques in the micro-class of ICH.
If the new trend of ICH at the Yellow River Fair highlights the maritime charm of Yantai, then their high-quality products and goods showcase the city's rich offerings. On October 1st, the Yantai Red Wine Coast Art Performance Series was launched at the Binhai Square in Zhifu District. Walking through the fairs, one can find Yantai red wine, Qingdao beer, Yantai seafood rice rolls, Yantai mackerel dumplings, Inner Mongolia kebabs, Dalian squid, Changsha stinky tofu, and so on. Fine wine and delicious food opened a world of mellow wine; The theme parade, including Danqi fish lanterns, Peking Opera characters, and giant dragons, ignites the positive atmosphere of the entire fair, offering a wonderful fantasy journey; There are also anime character sculptures, traditional Chinese painting, body painting, handcrafted beads, ICH cultural and creative products, etc. Romance and fashion interpret the ultimate hustle and bustle of Yantai.
According to available data, the opening day of the event saw a cumulative footfall of over 120,000 visitors at Binhai Square. As this series of Art Performance activities progresses, Yantai’s cultural and tourism industry is expected to further thrive through the integration of diverse art forms. This initiative will allow more people to discover Yantai’s natural landscapes, cultural heritage, and unique urban charm, and explore the city’s distinctive wine culture. Coinciding with China's National Day Golden Week, this event will undoubtedly enhance Yantai’s global reputation, strengthen its international influence as a city brand IP, and contribute cultural momentum to its vision of becoming a green, low-carbon, high-quality development model city.
Here, we witness the cuisine and wine that enchant the world through mellow indulgence. Yantai, the birthplace of China’s modern wine industry, holds Asia’s unique title of the International Grape & Wine City. Beyond its robust industrial foundations and inclusive environment, the city boasts profound cultural roots. From a coastal city renowned through the ages, to a land of intoxicating aromas of wines, and to a hub of vibrant, youthful energy and popular culture, Yantai embraces an increasingly diverse and multidimensional urban image.
Here, we feel the vigorous cultural legacy and patriotic spirit flowing through our veins. In recent years, Yantai has steadily advanced projects, such as Yantai Handcrafts, the Yellow River Fair, and ICH preservation. By revitalizing traditional culture with fresh modern significance, the city has explored and developed a vibrant and market-oriented growth model with unique local characteristics, bringing traditional craftsmanship to life and transforming age-old arts into golden trademarks. These initiatives actively promote traditional, maritime, and folk cultures, making significant contributions to the high-quality development of cultural enterprises and industries.
Utilizing the initiative of the new trend of ICH to unveil the Yellow River Fair and the World of Mellow Wine, to create effective global expressions, and to tell China's stories, we aim to inspire worldwide appreciation for a beautiful and culturally vibrant China.
Indeed, in the tide of globalization, ICH inheritance bridges past and future, tradition and modernity. It not only fosters self-awareness and pride in our cultural roots but also enhances mutual understanding and respect among peoples of different nations. In 2017, Russian student Lanta began her journey of ICH in China, immersing herself in paper-cutting, dough sculpting, handmade incense, lacquer fans, and tea art. Captivated by Chinese martial arts, she has dedicated three years to mastering Tai Chi fan. Now, as a postgraduate student pursuing a master’s degree in China, Lanta continues to narrate contemporary stories of intangible cultural heritage with her Chinese peers.
(Author: Wu Yong)
