New Launch Ceremony to Illuminate the Xinzhou Ancient City with the Spirit of the Chinese New Year

主题线路推介、特色民俗表演、国风舞蹈快闪、非遗互动体验……1月18日下午，由山西省文化和旅游厅主办的“旅游迎春休闲过年”2025山西新春旅游休闲宣传推广活动暨“欢乐中国年地道山西味”文旅嘉年华启动仪式在忻州古城正式拉开帷幕。本次活动不仅吸引了大量市民游客驻足观看，在活动现场还多了许多来自全球各地的“洋面孔”。

Themed route promotions, distinctive folk performances, Chinese-style dance flash mobs, interactive experiences of intangible cultural heritage... On the afternoon of January 18th, the "Travel to Welcome Spring, Leisurely Celebrate the New Year" 2025 Shanxi Spring Festival Tourism and Leisure Promotion Event and the "Joyful Chinese New Year, Authentic Shanxi Flavor" Culture and Tourism Carnival Launch Ceremony, hosted by the Culture and Tourism Department of Shanxi Province, officially kicked off in Xinzhou Ancient City. This event not only attracted a large number of local residents and tourists to stop and watch but also featured many "foreign faces" from around the world at the venue.

过中国年穿中国衣

Celebrate the Chinese New Year and Wear Chinese Clothing

2024年12月4日，中国的传统节日春节正式列入联合国教科文组织《人类非物质文化遗产代表作名录》，标志着春节这一中国文化瑰宝走向全球，成为全人类共同的文化遗产。因此在本次活动中，现场也多了许多身着中华传统服饰的“洋面孔”。这些来自世界各地的外籍友人身着汉服，记录在忻州古城的新奇体验，从国际视角感受山西年俗文化的独特魅力，也进一步推动了“欢乐中国年地道山西味”这一山西文旅IP品牌国际化传播。

On December 4th, 2024, the traditional Chinese festival, the Spring Festival, was officially inscribed on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity. This marks the global recognition of the Spring Festival as a cultural treasure of China, becoming a common cultural heritage for all humanity. Therefore, during this event, there were many more "foreign faces" dressed in traditional Chinese clothing at the venue. These foreign friends from around the world wore Hanfu (traditional Chinese clothing) and documented their novel experiences in Xinzhou Ancient City. From an international perspective, they experienced the unique charm of Shanxi's New Year customs and further promoted the international dissemination of Shanxi's culture and tourism IP brand, "Joyful Chinese New Year, Authentic Shanxi Flavor".

过中国年品中国味

Celebrate the Chinese New Year and Savor the Flavors of China

春节将至，吃年夜饭，是家家户户最热闹愉快的时刻。‌年夜饭‌作为春节期间最重要的传统习俗之一，它不仅是家庭团聚的象征，更是对一年辛勤工作的犒劳和对新一年美好生活的期盼，承载着丰富的文化内涵和深厚的情感寄托。忻州有中国杂粮之都的美誉，在忻州古城内，颇具山西地方特色的美食种类丰富多样，物美价廉，欢迎来自全国各地的游客朋友来山西赏美景、品美食，过地地道道中国年。

As the Spring Festival approaches, having the New Year's Eve dinner is the most lively and joyful moment for every household. As one of the most important traditional customs during the Spring Festival, the New Year's Eve dinner is not only a symbol of family reunion but also a reward for a year of hard work and a hope for a better life in the new year, carrying rich cultural connotations and deep emotional attachments. Xinzhou is known as the "Kingdom of coarse cereals," and within Xinzhou Ancient City, there is a wide variety of delicious and affordable foods with distinct Shanxi characteristics. Tourists from all over the country are welcome to come to Shanxi to enjoy the beautiful scenery, taste the delicious food, and experience a genuine Chinese New Year.

过中国年游中国城

Celebrate the Chinese New Year and Tour Chinese Cities

随着《黑神话悟空》游戏的爆火让全球各地的网友认识了解山西五千年历史文化的传承与巧夺天工的古建艺术，据了解，在2025年春节期间，山西将推出“五大古城集五福”、“跟着悟空游山西相约忻州过大年”春节特色旅游线路等春节文化旅游产品，全省各市、各景区景点都将立足自身文化，推出一批特色体验、年俗非遗表演等项目，丰富广大人民群众的节日文化生活。

With the explosive success of the game “Black Myth: Wukong”, netizens around the world have come to recognize and appreciate Shanxi's 5,000 years of historical and cultural heritage, as well as its exquisite ancient architecture. It is reported that during the 2025 Spring Festival, Shanxi will launch a series of Spring Festival cultural tourism products, including "Collecting Five Blessings in Five Ancient Cities" and "Tour Shanxi with Wukong, Celebrate the New Year in Xinzhou" Spring Festival-themed tour routes. Cities and scenic spots across the province will offer unique experiences and intangible cultural heritage performances based on their own cultures, enriching the festive cultural life of the masses.

过中国年赏非遗秀

Celebrate the Chinese New Year and Appreciate Intangible Cultural Heritage Performances

在本次活动中，踢鼓子秧歌、舞狮等多种特色民俗表演热闹非凡，营造了浓厚热烈的新春氛围。在古城内，游客还近距离体验了木板刻画、面塑等非遗项目，感受传承千年的非遗之美。在忻州古城南城门的火壶、飞火流星、貂蝉拜月高空舞蹈与城门打铁花交相辉映，吸引了大批市民驻足观看。

During this event, various distinctive folk performances such as Tiguzi yangko and lion dancing created a lively and festive atmosphere for the Spring Festival. Inside the ancient city, visitors experienced intangible cultural heritage projects up close like woodblock printing and dough sculpting, immersing themselves in the beauty of heritage that has been passed down for thousands of years. At the South Gate of Xinzhou Ancient City, Huohu(fire pot), Feihuo Liuxing, aerial dances depicting Diao Chan Bowing to the Moon, and iron flower performances on the gate interacted splendidly, attracting large crowds of spectators.

本次活动进一步提升了“欢乐中国年地道山西味”文旅IP品牌在全国的知名度和影响力，向全世界展示山西春节年俗的精神内核与独特魅力。春节期间，山西文旅也将推出多项特色年俗活动，丰富春节期间市民文化消费选择，吸引更多游客来山西过地地道道中国年。

This event has further enhanced the nationwide popularity and influence of the culture and tourism IP brand "Joyful Chinese New Year, Authentic Shanxi Flavor," showcasing the spiritual essence and unique charm of Shanxi's Spring Festival customs to the world. During the Spring Festival, Shanxi's culture and tourism sector will also launch a variety of special New Year customs activities, enriching cultural consumption choices for citizens during the holiday season and attracting more tourists to experience an authentic Chinese New Year in Shanxi.