Fujianese national trend rides the wind and sings_Fujian News_Portal of Fujian Provincial People’s Government

The cultural and creative products and special delicacies of Fujian and South Africa in the Jinjiang Wulin exhibition area attract many tourists.

The Maritime Silk Road Quanzhou National Fashion Culture Festival held in Jinjiang, the “Chinese Brand Capital”, received an enthusiastic response and has continued to be popular over the past few days. This grand event aims to promote the upgrading of the cultural tourism industry with the “national trend”, help the cultural tourism economy improve its quality and expand its capacity, and present the cultural heritage of the “national trend”. It is “created in our province’s “bigger, stronger and better cultural tourism economy” Held against the backdrop of world-famous tourist destinations. As a supporting activity of the 2024 Fujian Provincial Cultural Tourism Economic Development Conference, the cultural festival takes “Rebirth of the Trend” as the theme. Under the creative and scene-based display, people can see the infinite possibilities of the expression of the national trend, and also show the It is a gratifying situation that the national trend of the Fujian school is shining brightly and singing in the wind.

The national trend is rising, and intangible cultural heritage is reborn

Accompanied by the melodious and elegant Nanyin, in the collision of traditional opera and fashion catwalks, the National Trend Cultural Festival kicked off. Whether there are dozens of performances and catwalks such as the “Tide to the East·Renewal of World Heritage” national fashion T-stage show, “Tide to the East·Chinese Fashion” national style T-stage show, Hanfu-themed garden party, or all the counties and cities in Quanzhou jointly created The “Twelve New Waves” cultural tourism parade and the “Jin Xiang New World Heritage” scene-style exhibition hall that combines the intangible cultural heritage of various provinces all reflect the integration and collision of Chinese traditional charm and modern fashion trends.

Entering the exhibition hall, the “Jin Xiang New World Heritage” exhibition area in the shape of a huge fortune ship is very eye-catching. “Twenty-four kinds of intangible cultural heritage from 9 districts and cities in our province are displayed here, and 25 intangible cultural and creative exhibitors are participating.” Hong Binbin, the executive team leader of this scene, told reporters that in order to give the audience a better feel and immersive experience Regarding the charm of intangible cultural heritage, this exhibition specially uses the 22 world heritage sites in Quanzhou on the Maritime Silk Road as the background, and uses the Fujian lucky boat as the shape to integrate the world heritage sites with intangible cultural heritage and more than 40 national fashion brands.

The foundation of national trends lies in culture. The reporter saw at the scene, red brick carving, bead embroidery, bamboo weaving, dough-making figures, Gaojia opera and other Quanzhou intangible cultural heritage, Ningde ancient kiln ceramics, Xiamen lacquer thread carvings, Nanping ceramic cups, Zhangzhou Longren Guqin, Longyan Zhangping farmers Lacquer paintings and other intangible cultural heritage crafts from various places in Fujian, as well as 18 intangible cultural heritage experience performances held during the cultural festival such as Jinjiang Palm Puppetry and Yongchun Song Family Incense Tao, have attracted many tourists to watch and experience.

In addition to the Fujian-style national trend, the “Jin Xiang New World Heritage” exhibition area also has thousands of national trend products from 8 provinces and cities across the country, including Beijing-style cheongsam, Song brocade clothing, fashionable toys that integrate national trends and national styles, etc.

“The intangible cultural heritage in Quanzhou and Fujian is so rich. I hope there will be more opportunities to learn more about it in the future. I also hope that Fujian’s intangible cultural heritage can go abroad and be understood and liked by more people.” Xie Shu from Shanghai said for the first time I was very surprised when I came to Quanzhou. As a person who runs an intangible cultural heritage promotion platform, she deeply feels that to inherit intangible cultural heritage well, the key is to find younger and modern expressions. She suggested that intangible cultural heritage artists in Fujian can strengthen cooperation with intangible cultural heritage artists and brands across the country to find integrated interpretations that are more suitable for promotion.

The national trend of Fujian style leads the trend

At the cultural festival, Jinjiang companies showed off their special skills one after another, relying on their sense of technology and national trends to break out of the industry.

“It’s so cool! It can even change colors!” At the National Fashion Culture Festival, the Septwolves, who had just staged their show on the “aircraft carrier”, brought many “black technology” domestic products. “When connected to Bluetooth, you can switch music through touch. If there is an incoming call, your body will feel a vibration.” Wang Xiaocui, designer of Septwolves, introduced the new product. There are also double-sided sun protection clothing that can change the color according to the temperature, and down jackets that integrate heating, massage, charging and other functions…

“As a representative of Chinese brands, our cultural confidence is reflected in all aspects, and fashion is one of the expressions of cultural confidence. As far as enterprises are concerned, technological design and fashion expression can be said to have driven a new wave of consumption and driven consumers’ enthusiasm for new products. The interest in fashion display and expression has led to a new consumption boom. ” Zhou Shaoxiong, chairman of Septwolves, said that Jinjiang’s hosting of the National Fashion Culture Festival will inject national fashion culture into consumer products and will effectively promote the upgrading and development of the textile, footwear and clothing industry.

Rimba Men’s Wear also brought Milan show clothes that combined the Chinese dragon and the national flower peony to the exhibition hall, demonstrating the deep accumulation and international vision of the domestic brand. Lilang, Qipai, Jiumuwang, etc. brought fashionable shoes, clothing, fashion toys, bags and other products, demonstrating the vigorous attitude of leading industrial innovation with technological innovation and making domestic brands stand at the forefront. It is understood that the fashionable products exhibition hall has gathered more than 200 companies from inside and outside the province, including Anta, Xtep, 361°, Kalmei, Peak, Septwolves, Jinba, Lilang, Jiumuwang, Carbeen, Panpan and other Fujianese national fashion brands.

In this regard, the person in charge of the organizer said that this Guochao Festival is different from traditional trade fairs. It is not just a fun activity, but based on Quanzhou’s strong foundation of developed private economy and people’s livelihood manufacturing industry, inviting well-known domestic Guochao brands to participate in the exhibition. Adopting the integrated form of “festival” and “exhibition”, the display of trendy products and national trendy cultural activities are integrated and presented.

Culture is self-confidence, and industry is confidence. With its strong industrial foundation, Fujian style fashion brands have become fashion leaders in the fields of textiles, shoes and clothing, building materials and home furnishings, food and beverages, and handicrafts. Jinjiang is the “Capital of Chinese Brands”. Among the 16 Quanzhou companies that have won the honorary title of the first batch of “National Trendy Brands” in the country, more than half are from Jinjiang. This cultural festival can not only showcase the innovative achievements and unique charm of national fashion brands, but also attract more consumers to pay attention to and support domestic products, which will help boost confidence in domestic products, promote industrial development, and stimulate mass consumption.

Under the new consumption ecology, Fujian fashion brands are taking advantage of the rise of oriental aesthetics to integrate China’s advanced manufacturing and excellent traditional culture, demonstrating Chinese cultural confidence and highlighting the power of Chinese brands. (Reporter Wang Minxia’s article/photo)