Promoting Cultural Consumption
The 6th Beijing People Beneficial Cultural Consumption Season will be held in Beijing lasting for two months from the end of August until the end of October 2018.
The 6th Beijing People Beneficial Cultural Consumption Season will be held in Beijing and run for two months from the end of August until the end of October 2018. The theme of this year's event is “Enjoying Culture and Making Life Beautiful,” integrating six types of craftsmanship, a smart future, art performances, books and art, fashion, and sharing and integration. Shopping malls, communities, parks and cultural townships are all involved in the programme, pooling resources from across the Beijing-tianjin-hebei region. The season will include 20 large-scale exhibitions, 30 cultural events, approximately 300 discounted performances for members of the public and 5,000 movie screenings to build a comprehensive platform for cultural consumption and the enrichment of the cultural industry.
Integrating the Six Focuses
This year's event has more than 200 activities, which are divided into six categories: cultural heritage, cultural e-commerce, performance and films, books and art, fashion and entertainment, and industrial integration. Six major types of an area about a smart future, art performances, art and books, fashion, and sharing and integration are available.
“Craftsmanship” refers to the cultural heritage section. It will focus on carrying forward the classics and sharing culture with a broader public base. It involves 30 activities, including the Chinese Intangible Heritage Festival, International Traditional Chinese Garments Festival, Fifth Festival for Fans of A Dream of Red Mansion, Shadow Puppets Experiencing Season, and Tangrenfang Cultural Heritage Fair. The focus “a smart future” refers to the cultural e-commerce sector, highlighting Internet Plus Culture. There will be Jd.com and Dangdang Book Festival, Tencent Video Discount
Season, and online ticketing platforms promotions such as Damai and Yongle. The “art performances” refers to the performance and film section. It will feature famous troupes and veteran singers, Beijing ( Taiwhu) Puppet Theatre Week, Beijing Drum Art Festival, Lao She International Theatre Festival, Beijing Youth Art Festival, and Beijing Comedy Art Festival. Cinema operators such as Jackie Chan Cinema, Capital Cinema and the Poly Theatre will offer 300 performances and 5,000 film screenings to the public.
“Art and books” refers to the books and art section, involving bookstores such as the Beijing Books Building, China Bookstore, Sanlian Taofen Bookstore and Xinhua Bookstore Headquarters. Literary events have been organised around the themes of the 19th National Congress of the Communist Party of China and to commemorate the 40th anniversary of reform and opening up in China. During the same period, the Beijing Tongzhou Canal Art Festival, Contemporary Art Carnival, Guardian Fine Art Asia, and Cultural Relics Auction Month and other activities are to be held. “Fashion” refers to the fashion and entertainment section, which will be organised around Beijing's positioning as the capital for designers. This includes 2018 Beijing Fashion Week, Fashion•beijing, and the 751 International Design Festival, as well as approximately 20 other activities including animation and game fairs, and outdoor photography exhibitions. “Sharing and integration” focuses on the theme of the 2022 Beijing Winter Olympics and the World Horticulture Expo 2019 and launched a “Rendezvous at the 2022 Olympics Exhibition” and “World Expo Licensed Merchandise Exhibition.” There will also be a preliminary basketball match and the Beijing Chrysanthemum Cultural Festival.
In addition, this year's cultural consumption season will host 20 major exhibitions covering culture, art, radio, film and television, culture, tourism, digital development and creativity, and the art trade. Through the China International Performing Arts Expo, China International Digital Entertainment Exposition, Chinese Art Industry Expo and the Beijing International Book Fair, the activities will showcase Beijing's cultural achievement over the years.
Brands at Creativity Markets
The organisers of this year's cultural consumption season have joined hands with various shopping malls, theme parks and cultural townships to offer a whole host of cultural options. Creativity markets in shopping malls, cultural parks, theme streets and residential communities are platforms for cultural heritage, sales of creative products, interactive animation and experience stores for living space, providing diverse choices for customers.
There are two brand activities scheduled for this season. The 2018 Beijing International Cultural and Creative Products Expo, scheduled to take place from August 24–27, will be a main venue during the season for themed exhibitions, the promotion of creative products, cultural derivative products and canal culture inheritance services. An exchange forum for BeijingTianjin-hebei coordination, the Cultural and Creative Industry Investment Forum, New Retail Theme Forum, China Cultural and Creative Power Competition and other activities are also scheduled. The “2018 Beijing Cultural Consumption Brands” contest will be launched in late August to rate the Top Ten Cultural and Creative Products, Top Ten Cultural Tourism Routes, Top Ten Cultural Landmarks, Top Ten Sports Galas and Top Ten Cultural Exhibitions and Performances.
Districts in Beijing have explored their own advantages and cultural resources to organise diverse activities during this cultural season. For example, Dongcheng District organised nearly 100 largescale cultural activities including the Nanluoguxiang Drama Season, China Children's Theatre Festival, and Beijing Youth Theatre Festival; Xicheng District hosted cultural activities across 15 venues including the Star Theatre, Laoshe Teahouse, Tianqiao Art Centre and Huguang Hall, with over 50 performances in total; Chaoyang District has teamed up with Chaoyang District Cultural Centre and Chaoyang Theatre to plan and host more than 20 activities such as the Golden Hedgehog University Student Theatre Festival and the New Dance International Performance Season; and Haidian District is striving to create an art and culture branded activity in Zhongguancun by organising crossindustry activities.
Events will also be held outside of Beijing in both Tianjin and Hebei Province during this year's cultural consumption season, promoting cultural consumption in the areas of: drama performance, creative design, fashion, cultural and creative products, and trade in art. The cultural resources of Tianjin and Hebei will be fully explored to achieve regional coordination, with a “Creative Consumption Journey” prepared for the three regions. Beijing cultural enterprises will be invited to Zhihuishan Art Centre and Cotton 3 Creative Community in Tianjin and Zhixing Creative Commune in Hebei for business negotiations, as well as programme cooperation and exchanges.
The cultural consumption season has been successfully held for five consecutive years since its inception in 2013 and has generated a total of 58.91 billion yuan in direct cultural consumption revenue. It aims to benefit the public, promote cultural brands, explore resources and increase integration. In the future, the season will continue to play an active role in cultivating cultural consumption concepts, promoting consumption stimulating cultural consumption to promote cultural innovation and development. The project will become an important brand with national influence in the cultural field.
The 6th Beijing People Beneficial Cultural Consumption Season provides a variety of cultural activities. Jinyi Cinema is pictured.