One of Hubei’s largest traditional folk events with over 800 years of history, unfolded in Jiujie from March 13 to 17, blending intangible cultural heritage (ICH) displays, Hanfu parades, and vibrant market scenes into a living “Qingming Riverside Scroll.” Centered on the theme “Floral Heritage in Bloom,” the festival drew crowds with its immersive cultural experiences.
Highlights included a daily Hanfu procession of 50+ participants in Tang, Song, and Ming dynasty attire parading across the Flower Dynasty Bridge and Rainbow Bridge, passing through ICH exhibition zones. Twelve “Flower Goddesses” in elaborate Hanfu led interactive rituals, while performances like Chu Music Rites (water-sleeve dance), Hubei drum storytelling, and folk boat dances showcased Chu culture.
Over 18 ICH items were featured, including sugar painting, bamboo carving, Zhangdian fish noodles, and Wangji chicken soup. Artisans like Shi Cuifen, creator of embroidered sachets exported to New York, demonstrated traditional crafts, while cat-head shoes and herbal bone-setting techniques drew nostalgic visitors.
A ICH-themed market spotlighted Xinzhou specialties, from ancient-style brown sugar to literary-inspired products. The event also integrated poetry recitals and cross-regional collaborations, such as Hubei’s theatrical piece This Poem.
By merging heritage with tourism, the festival highlighted Xinzhou’s role in preserving rural traditions while boosting cultural consumption, attracting both local families and domestic travelers seeking springtime short trips. Its success underscores the enduring appeal of China’s agrarian festivals in urbanizing landscapes.