Pro­mot­ing Cul­tural Con­sump­tion

Beijing (English) - - CONTENTS - Trans­lated by Re­becca Lou Edited by David Ball Photo by Fu Yu

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.

Bei­jing-tian­jin-he­bei Co­or­di­na­tion

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.

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