Fujian's cultural heritage, time-honored brands shine at 3rd CIIE

Intangible cultural heritages from Fujian, such as New Year's wood-block prints and Dehua porcelain, and the province's time-honored brands, are being displayed at the ongoing China International Import Expo (CIIE), which is being held in Shanghai from Nov 5-10.

Fujian's trade group has set up several unique pavilions at the expo to promote the province's rich culture and tourism attractions, showcasing traditional Fujian-style performances and displaying products such as herbal tea and bamboo carving. At the exhibition house for Fuzhou's Three Lanes and Seven Alleys, visitors can tour the ancient zone via pictures, videos and a VR experience.

Authorities said that Fujian now has seven items included on UNESCO's Lists of Intangible Cultural Heritage. The province also has 130 national-level intangible cultural heritages and 34 enterprises listed as time-honored Chinese brands.

"CIIE offers us a great platform to introduce Fujian's characteristics and local cultures, as well as a great way to open new channels and promote our brands," said Yang Xiwei, inheritor of the Babao seal paste-making skills.

Fujian's delegation has also set up a booth to showcase the province's rich tourism resources, including Fujian Tulou and Fuzhou ancient architecture, and promote its "Refreshing Fujian" tourism brand.