Old Street of Minzhu Road won the first batch of demonstration projects of intangible cultural heritage scenic spot with unlimited space in Jiangsu Province

From: Lianyungang Daily Updated: 2022-06-12 09:34

On the afternoon of June 10, at the launching ceremony of the "Water Charm Jiangsu Intangible Cultural Heritage Shopping Festival", Old Street of Minzhu Road won another honor--the first batch of demonstration projects of intangible cultural heritage in Jiangsu Province. It is reported that the Old Street of Minzhu Road was formed gradually in the late Qing Dynasty, with a history of about 100 years. It is the birthplace of commerce and trade in the main urban area and the source of urban development. In recent years, the Old Street of Minzhu Road has taken a unique inheritance road with culture, taste and temperature in terms of intangible cultural heritage protection, creating a living intangible cultural heritage inheritance regional cube combining "points, lines and surfaces".

"We have continuously introduced intangible cultural heritage projects into the block and built a diversified intangible cultural heritage experience space." According to the relevant person in charge of the commercial district development center of Haizhou District, in 2020, the city issued the preferential policy of halving the rent for the entry of intangible cultural heritage into the street and the entry of cultural and creative industries, striving for the reward and subsidy policy of the human resources and social security, the Federation of literary and art circles, tourism and other departments, giving large intangible cultural heritage venues the policy of "one case, one discussion" for free entry, releasing the recruitment plan for intangible cultural heritage "local talents", and making "hard moves" in terms of rent preference, project fund support, marketing and promotion support, etc. Here, a large number of intangible cultural heritage talents, such as the inheritor of the provincial intangible cultural heritage copper forging technique, the "three guides" celebrity Zhou Cunyu, the inheritor of Haizhou dough sculpture and the provincial "three guides rising star" Xu Shushu, entered the street and opened their own pavilions. Intangible cultural heritage accelerated into the people's vision and life. At present, there are 4 intangible cultural heritage comprehensive pavilions, 6 time-honored brands and more than 20 intangible cultural heritage projects in the block.

At the same time, the block also continues to build a living intangible cultural heritage inheritance cube to show the charm of intangible cultural heritage in an all-round way. Twelve million yuan was invested in the reconstruction and improvement of the intangible cultural heritage development environment, the sound distribution, lighting upgrading and greening of the whole street were completed, more than 10 retro landscapes such as locomotive, wishing pool, Celebrity Square, time tunnel and tram square were added, supporting the architectural style of the Republic of China and enhancing the classical beauty and intangible cultural heritage charm of the block. In addition, through cooperation with local travel agencies, the block has also developed high-quality research and learning routes such as "the Old Street intangible cultural heritage theory" and "red impression tour", which are connected with cultural landscapes and intangible cultural heritage venues, so that visitors can deeply experience the history of the old street and experience the intangible cultural heritage fun such as dough figurines and paper cutting. According to official data, up to now, more than 5000 primary and secondary school students have participated in the "Old Street intangible cultural heritage theory". Since May last year, they have also received more than 40 batches and 12000 person times of the "red impression tour" of social and institutional groups. "Promoting Chinese virtues and inheriting Chinese skills" has achieved good results.

"Holding colorful theme activities is also a necessary measure to attract the public to feel the charm of intangible cultural heritage." According to the relevant person in charge, in every important festival, Haizhou commercial street will organize a large-scale intangible cultural heritage folk stepping on the street performance and the on-site production and exhibition of intangible cultural heritage projects such as sugar painting, straw weaving, clay sculpture, etc. for citizens and tourists to experience the charm of intangible cultural heritage face to face. In addition, we continued to promote the branding and normalization of intangible cultural heritage themed activities. On Saturdays, we regularly hold weekend "Opera Theater" and "people's big stage" public benefit performances at the grand stage of Xinpu square. A number of well-known ancient Huaihai Operas, such as Qin Xianglian and Stepson of Lan Begging for Food, were performed on the spot. The venues are full, and there are drama flashes and "Haizhou five palace tunes" parade, so visitors can feel the charm of intangible cultural heritage at a close distance.

In recent years, with the help of the district level cultural and creative service platform and the municipal level cultural industrial park, the block has also guided the cultural and creative research and development of intangible cultural heritage businesses. In combination with the needs of the tourism market, the block has held 15 cultural reception hall activities, cooperated with 26 signed cultural and creative enterprises, designed and created more than 60 kinds of non-legacy cultural and creative products with local cultural characteristics of Lianyungang City, such as Journey to the West culture and Jinghuayuan culture. More than 40 cultural and creative products have won the provincial "Purple Gold Award", 9 non-legacy cultural and creative businesses received special support funds. At the same time, we also actively guide non-heritage cultural and creative businesses to join the "Creative Lianyungang" Haizhou cultural and creative experience store to form an industrial closed loop from creativity, development, finished product and packaging to sales. As a result, intangible cultural heritage inheritors can obtain better economic benefits while inheriting and carrying forward traditional skills.