China’s e-commerce giants will join them in promoting intangible cultural heritage (ICH) products on the country’s annual Cultural and Natural Heritage Day, which falls on June 12 this year.
The festival will feature the country’s major e-commerce platforms including Alibaba, JD.com, Pinduoduo, Vip.com as well as the video sharing platform Douyin. They will roll out online sales promotions, such as live sales, flash sales, and group purchases.
The shopping festival aims to help secure the gains of the national anti-poverty campaign, stimulate consumption and promote traditional culture.
Intangible cultural heritage has played an important role in efforts to alleviate poverty in China. More than 2,200 ICH workshops have been built across the country since 2018, generating nearly half a million jobs.
The online shopping festival in 2020 has been shown to be effective in helping restore business and boosting consumption in the post-COVID-19 era, in addition to preserving ICH resources, according to a ministry statement. Culture and Tourism.
“Rooted in traditional Chinese culture, ICH products are gaining ground in China,” the statement said.
An ICH offline shopping festival will be organized at the same time. Exhibitions and sales will be held in tourist spots and historic areas to showcase traditional crafts and help them reach more customers.
China started celebrating Cultural Heritage Day on the second Saturday in June 2006. In 2017, it was renamed Cultural and Natural Heritage Day.