The Dragon Boat Festival holiday has witnessed a sizzling “festival economy,” reflecting the upgrading vitality of consumer markets. Driven by the “Guochao” (Chinese national trend) movement, cultural consumption has taken on a new dimension, blending traditional cultural elements with modern technology. The immersive intangible cultural heritage experiences have created a unique “Guochao Dragon Boat Festival” atmosphere, with its popularity even extending to overseas markets.
Wu Rui, who runs a 3D printing toy business in Yiwu International Trade City, has been swamped with orders since launching a series of 3D-printed Dragon Boat Festival ornaments half a month ago. Foreign trade orders from the U.S., UK, and Malaysia poured in. “I posted about them on social media, and many foreigners asked for quotes,” Wu said. “For example, we receive about 20,000 orders daily for the dragon boat models. Normally we ship by sea, but customers insist on air freight to get them within 5-7 days.”
DIY decorative products featuring Dragon Boat Festival elements have also gained traction overseas, appealing to consumers seeking ritual and interactive fun. Zong Jiayong, head of an Yiwu-based e-commerce company, noted increasing orders via cross-border platforms, stating, “Chinese culture is spreading stronger abroad.”
Meanwhile, inbound tourism has surged during the holiday, with overseas visitors flocking to experience Chinese folk customs. In Foshan, Guangdong, foreign tourists were enthralled by dragon boat races, banquets, and cultural creations, even participating in related activities. In Changle Sanxi Village, Fuzhou, the 600-year-old tradition of night dragon boat races left British tourist James Cameron in awe. “I recorded everything I loved and shared it on social media. I can’t wait to return and explore more dragon boat culture in Fujian,” he said.
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