The 17th China Yiwu Cultural and Tourism Products Trade Fair (hereinafter “Yiwu Cultural Fair”) was held at the Yiwu International Expo Center from March 31 to April 2. This fair aims to empower “high-quality development” and add color to a “high-quality life.” It features brand activities and is promoting the Yiwu market’s image.

Over years of effort, the Yiwu Cultural Fair has formed brand activities such as the China Tourism Commodities Competition and Wonderful City Forum. The China Tourism Commodities Competition has been held 14 times. The theme of this year’s competition is “traditional crafts and modern life.” This competition is aimed at collecting the latest and most innovative high-quality tourism products nationwide, and 105 awards will be selected by experts.

This year’s Wonderful City Forum, with the theme of “integration of immersive entertainment and China-chic under the new cultural tourism,” reveals how urban development can inject fresh vitality into society with a variety of methods and enhance cities’ influence.

While telling a good brand story, this fair has also fostered special exhibitions with distinctive and competitive characteristics such as intangible cultural heritage exhibitions, cultural and creative products exhibitions, and digital exhibitions, promoting the social attention and brand influence of the Yiwu Cultural Fair.

This year’s Yiwu Cultural Fair created a communication platform for new supplies and new demands, establish a domestic tourism promotion platform, and hold brand activities such as the “Zhepai Good Gift Competition,” the “Launch of Fashion Products,” and the “International Coffee Culture Exhibition.”

The “Zhepai Good Gift Competition” is hosted by the Zhejiang Provincial Department of Culture and Tourism. The entries should be regional, practical, innovative, market-oriented, and highly-skilled—the evaluation criteria of the competition.

In order to further promote the upgrading of domestic coffee culture, an “International Coffee Culture Exhibition” was also held during the fair. The organizers of this event have invited the European Fine Coffee Association, the Coffee Branch of the China Business Economics Society, the China Coffee Engineering Research Center, and the China Coffee Industry Alliance to interact together. At the same time, the Yiwu Coffee Association will be established to lay the foundation for the expansion of the Yiwu Coffee Port.

These various brand activities are aimed at enriching the supply of high-quality cultural and tourism products, strengthening the effective connection between the supply and demand of culture and tourism products, deepening the integration of culture and tourism, and further promoting cultural prosperity and the revitalization and development of tourism. (By Lu Lizhen — Yiwu Business Daily, translated by Shen Yingying, edited by Kendra Fiddler)