Millennium cultural relics walk from the window to the screen, and traditional intangible cultural heritage rises from the streets to the clouds. In the past few days, a unique cultural New Year's feast has spread from the shore of the Yellow River to the clouds. After the opening of the 2026 National Online New Year's Festival in Lanzhou, the Lanzhou Municipal Bureau of Culture and Tourism and Gansu New Oriental Cultural Tourism innovatively linked, and the series of live broadcasts of the "Yellow River is also beautiful" intangible cultural and creative New Year's Festival detonated the hot stream of the whole network, providing a Lanzhou cultural New Year gift with "story, flavor and heritage" for the national audience.
Cultural traffic is transformed into new energy for consumption
The premiere of the series of live broadcast activities was themed "Intangible Cultural Heritage Celebrates the New Year with the theme of 'Horse' Grab", successfully bringing the lively offline New Year's market and diversified cultural and museum venues to the cloud.
The camera first went deep into the offline market, bringing an immersive intangible cultural heritage skills performance. The wonderful Lanzhou beef noodle making skills attracted the amazement of the online audience; The sonorous and powerful Lanzhou Taiping drum performance has knocked out the festive atmosphere of the New Year; The Lanzhou carved gourd, which shows the universe between square inches, and the brilliant colors and fine lines of Li Haiming's cloisonné enamel paintings, together show the contemporary expression of traditional handicraft skills. The variety of cultural and creative products derived from these intangible cultural heritage skills is dazzling, allowing the audience to intuitively feel how traditional culture "lives" in the present.
In conjunction with the live broadcast, Lanzhou Cultural Tourism also released the "Intangible Cultural Heritage New Year's Goods List" online, through the progressive content design of "intangible cultural heritage market drainage + museum in-depth interpretation + cultural and creative product transformation", combined with the compound sales model of "live streaming + online New Year's goods list", to provide the public with a cultural New Year's gift guide with a story and connotation.
Ancient and modern dialogue looks for cultural relics in cultural creativity
As a deepening and sublimation of a series of activities, on the evening of January 26, Lanzhou Cultural Tourism launched the "Museum Night" theme live broadcast "Looking for New Year's Flavor, Looking for Cultural Relics in Cultural and Creative" at the Lanzhou Museum, opening a more profound immersive night tour of "walking into cultural relics to see cultural relics".
During the live broadcast, the treasures in the collection became the absolute protagonist, and the docent led the audience to trace the origin of culture through time and space. Precious cultural relics such as Song Sancai Horse, Baiyi Temple Pagoda, Victory Money, and Copper Horse Head Knife Cutting were unveiled in turn in the carefully designed interactive link of "Tracing the Past with the Present, Finding Cultural and Creative Roots". The anchor held special cultural and creative products such as "Lan Xiaowu" series dolls, "horse head knife cutting tool ruler" or "Sifang Naxi silk scarf", and looked for cultural relics prototypes inspired by his design in the exhibition hall.
The idea of an interesting and practical "horse head knife cutting tool ruler" comes from the exquisite Han Dynasty copper horsehead knife, transforming the daily tools of 2,000 years ago into cultural ingenuity on modern desks. This intuitive dialogue between ancient and modern times greatly enhances the audience's sense of participation and cultural cognition, and transforms cultural and creative purchases into an in-depth cultural exploration.
The online matrix helps cultural dissemination
The series of live broadcasts also realized the simultaneous "day + night" and multi-platform live broadcasts, with professional docents, cultural and creative designers, and cultural tourism promotion officers taking turns to show the cultural connotation behind cultural and creative products in an all-round way. During this period, through the matrix communication model of "platform + talent + live broadcast + short video + graphic + interaction", it attracted countless netizens to "watch" online, achieving a double harvest of brand communication and cultural and creative sales.
Of course, behind this online live broadcast, it is inseparable from the organizer's careful design and the ingenious display of cultural and museum resources, which has successfully transformed the cultural relics precipitated in history and the skills inherited from the folk into modern products and topics that can be watched, understood, consumed and shared, and truly made the cultural relics collected in museums, the heritage displayed on the vast land, and the words written in ancient books "live". It can be said that this "carnival on the clouds" vividly interprets the modern concept of "making cultural relics alive and making culture tide", adding a different kind of New Year warmth and cultural charm to Lanzhou on the banks of the Yellow River.
Intangible cultural heritage and "sweet" products are circled through the online matrix. Whether it is Lanzhou Taiping drum ornaments or Lanzhou carved gourd handicrafts, or the popular "Lan Xiaowu" series of cultural and creative products, they have all been moved into the New Year's Festival in the host's narration. And those cultural relics precipitated in history and inherited from the folk skills have also been transformed into modern products and topics that can be watched, understood, consumed and shared.
On the other end of the screen, orders from all over the world are pouring in; On the banks of the Yellow River, millennium culture is rushing to a broader world with the wave of digitalization. ( Li Chao, chief reporter of this newspaper)