Second phase of 2025 four-season intangible cultural heritage shopping month opens

The second leg of a year-round consumption promotion event centered on intangible cultural heritage started on Sunday in Changxing County of east China's Zhejiang Province, offering consumers a diverse selection of intangible cultural heritage products and immersive cultural experiences.

This consumption promotion event, the 2025 Four-Season Intangible Cultural Heritage Shopping Month, aims to integrate intangible cultural heritage into modern life, enrich consumption scenarios, expand service consumption, and promote cultural tourism.

Throughout the second phase, which will run until May 21, various regions in China will highlight their unique intangible cultural heritage resources and local cultural characteristics. A variety of activities will be organized to foster consumer engagement, while also promoting innovation and the preservation of traditional crafts.

"This time, we've introduced 100 intangible cultural heritage tea-themed spaces, creating a unique consumption experience. We've also integrated tea with cosmetics, daily consumer goods, and even artistic performances. Of course, our intangible cultural heritage will also embrace modern culture and technology, forming a new business model that creates a large market driven by innovative products," said Chen Guangsheng, director of the Department of Culture, Radio, Television and Tourism of Zhejiang Province.

Besides, a variety of heritage items, including tea, Hu brushes, ceramics, and figurines crafted using bronze-casting techniques, were showcased at a special fair. To attract younger consumers and invigorate demand for traditional heritage products, artisans are continuously innovating by blending time-honored craftsmanship with modern design, introducing fresh and innovative products to the market.

"During the first half of 2025, we have already achieved nearly 40 outcomes. Many of the shoes here are handmade by inheritors. Our goal is to showcase these exquisite skills and effectively promote them," said Song Tianyi, a lecturer at Shanghai University.

Second phase of 2025 four-season intangible cultural heritage shopping month opens

Malaysia has extended its visa-free entry for Chinese citizens for another five years, a move that has already led to a sharp rise in tourist arrivals and reinforced economic and diplomatic ties with China.

The initiative follows China's decision to waive visa requirements for Malaysian travelers in late 2023, triggering a two-way tourism boom between the two countries.

Popular destinations like the Batu Caves near Kuala Lumpur are now filled with Chinese tourists taking advantage of the simplified entry process.

"The whole process is very simple. After arriving in Kuala Lumpur, we could use the self-service channel to tour Malaysia," said Nancy Niu, a Chinese tourist from Shandong.

For many, the ease of entry has changed travel plans.

"We'd originally planned to travel within China. But when we heard about the visa exemption, we decided to go to Malaysia. That made it very convenient. If you want to come during the May Day holiday, or National Day holiday, just for a few days, there's no need to apply for a visa, you can just come," said Louie Zhang, a Chinese visitor from Shenzhen.

Returning travelers are also noticing the difference.

"When I came to Malaysia before, there were too many steps. We had to queue in very long lines. Now, there's basically no queuing. It's very quick to clear immigration," said Wang Xiaofeng, a Chinese visitor from Sichuan.

Tourism operators are welcoming the policy extension as a long-term boost to the industry.

"This extension is very much welcome news because it has always been very good for the industry, looking towards China as one of its main source markets. This is going to mean that we're going to have a lot more time to plan, to really understand the Chinese market and to perhaps even cater to the new, upcoming trends that the Chinese tourists are looking for," said Nigel Wong, president of the Malaysian Association of Tour and Travel Agents.

So far in 2025, the number of Chinese tourists visiting Malaysia has risen by around 30 percent compared to the same period last year, according to Wang.

Chinese tourist arrivals soar as Malaysia extends visa waiver