Ten years of inheritance and development, Hunan’s non-legacy rejuvenation
Since the 18th National Congress of the Communist Party of China, the Hunan Provincial Party Committee and the provincial government have always adhered to the working principle of sharing the people’s legacy with the people, and adhered to the protection concept of "seeing people, seeing things and seeing life". In accordance with the unified deployment of the Ministry of Culture and Tourism, Hunan plans have been continuously launched, Hunan characteristics have been highlighted, Hunan voices have been made, Hunan brands have been formed, and a colorful and charming picture scroll of Hunan’s legacy has been laid out, which has become an important source of preserving Hunan spirit and a deep foundation for nourishing Hunan culture.
First, build a working system and open up a "new world" for the protection of intangible heritage
The first is to improve the protection laws and regulations.In June 2016, the second local regulation in Hunan’s cultural field and the first local regulation in the field of intangible cultural heritage, the Measures for Implementing the People’s Republic of China (PRC) Intangible Cultural Heritage Law, was promulgated. In 2014, the Provincial Party Committee Propaganda Department and the Provincial Department of Education jointly issued the Notice on Further Promoting the Work of Intangible Cultural Heritage in Campus. From 2019 to 2021, the relevant departments jointly issued the Plan for Revitalizing Traditional Crafts in Hunan Province, the Plan for Inheriting and Developing Quyi in Hunan Province and the Measures for the Administration of Provincial Cultural and Ecological Protected Areas in Hunan Province, and released the Catalogue for Revitalizing the First Batch of Traditional Crafts in Hunan Province, which fully played the role of laws and regulations in the protection, inheritance and innovation of intangible cultural heritage.
Miao Xiu creative training base
The second is to improve the four-level directory system.Hunan is rich in intangible cultural heritage resources, and the national, provincial, municipal and county-level directory system is well established, with a total of 5,254 projects in 10 categories, including 137 national intangible cultural heritage representative projects, 410 provincial intangible cultural heritage representative projects, 4,707 municipal and county-level intangible cultural heritage representative projects, 121 national inheritors, 304 provincial inheritors and 4,416 municipal and county-level inheritors. Kunqu opera, shadow play, the custom of Dragon Boat Festival along the Guluo River and the 24 solar terms are listed in the representative list of intangible cultural heritage of mankind. Three projects, namely, making skills of Qianliang tea, making skills of Fuzhuan tea and making skills of Junshan Yinzhen tea, were included in the list of representative works of human intangible cultural heritage by the Ministry of Culture and Tourism. In 2021, it took the lead in the protection of red intangible cultural heritage in China, and included red intangible cultural heritage items such as Chaling Red Story, Shaoshan Red Story, Cai Hesen’s revolutionary story and the story of the Red Army’s Long March in Xinhua into the provincial intangible cultural heritage list, so that red culture could be integrated into the inheritance pedigree of Chinese excellent traditional culture.
The third is to establish a non-legacy protection mechanism.The province has set up a provincial-level intangible cultural heritage protection center, 14 cities and states have set up 8 intangible cultural heritage departments (offices), 6 listed, 7 independent intangible cultural heritage protection centers and 7 listed; In 127 counties and cities in the province (including 4 local economic development zones), 19 independent intangible assets were set up and 108 were listed, and 33 independent intangible protection centers were set up and 92 were listed, achieving full coverage of the specialized institutions for intangible protection at the provincial, city and county levels, realizing the historical development of intangible protection forces from scratch. 18 departments, including the Propaganda Department of the Provincial Party Committee, the Provincial Development and Reform Commission, and the Provincial Department of Finance, established a joint conference system for the protection of provincial intangible heritage. Seven departments, including the Provincial Administration of Traditional Chinese Medicine, carried out collaborative protection of traditional medicine non-legacy departments, and the Hunan Provincial Department of Culture and Tourism became the first provincial-level cultural tourism department in China to implement collaborative protection of traditional medicine departments.
Second, connect with modern life and open the "activation code" for intangible protection.
The first is to create a cultural and ecological protection zone and build a Hunan model.Actively promote the construction of national-level Tujia and Miao cultural and ecological protection zones in Wuling Mountain Area (Xiangxi), explore a "four-in-one" construction model that insists on combining intangible heritage protection with cultural relics protection, project construction, cultural tourism industry and rural revitalization, and formulate more than 20 supporting local laws and policies on cultural and ecological protection, with a special investment of 1.057 billion yuan, and the investment and management level are in the leading position in the country. In 2019, Xiangxi Ecological Zone became one of the first seven national-level cultural and ecological protection zones in China. In 2021, the national cultural and ecological protection zone experience exchange activities were held in Xiangxi, and the Hunan practice of "four combinations" was promoted throughout the country.
The second is to promote the deep integration of non-legacy and tourism.Intangible cultural heritage is the most dynamic, potential and suitable field for the integration of literature and tourism. After the central government put forward the development strategy of cultural tourism integration, in order to speed up the two-way journey between poetry and distant places and embrace each other deeply, in 2019, the Hunan Provincial Department of Culture and Tourism and Yueyang Municipal Government held a series of activities, including a traditional craft exhibition and a tea fair in a 5A-level scenic spot, an intangible theme evening with Yueyang Tower as the background, a collection of outstanding papers on intangible heritage and tourism, and an academic forum on intangible heritage and tourism. In 2020, the launching ceremony of the first Hunan Intangible Cultural Heritage Shopping Festival will be held on May 19th China Tourism Day and in Taohuayuan, a 5A-level scenic spot. In 2021, the main event of "Cultural and Natural Heritage Day" publicity and display will be placed in Nanyue Scenic Area. In 2021, the first batch of 10 non-legacy theme (research) tourist routes, such as the tour around the lake with plenty of rice, the tour of the Xiangjiang River with a thousand miles to explore the source of the non-legacy and the tour of the mysterious Xiangxi, were released, covering 100 counties (urban areas) in 14 cities (states), connecting 156 heritage sites in series and involving 367 non-legacy projects. In 2022, the United Provincial Administration of Traditional Chinese Medicine planned the trip of Chu Yun Hu Xiang to nourish the spirit, the trip of magical Xiang Dong to nourish the lungs, and the paradise.Six excellent routes of TCM health tourism, such as the journey of nourishing the heart, have evaluated a number of demonstration bases of TCM health tourism experience, and the degree of integration between intangible heritage and tourism has been continuously strengthened, and the integration effect has been continuously improved.
The third is to implement the "non-legacy into campus" brand project.Thirty-three primary and secondary schools, including Mingde Tianxin Middle School in Changsha, and five universities, including Hunan Institute of Science and Technology, were identified as the intangible cultural heritage inheritance schools and practice bases in Hunan Province. More than 300 sets (volumes) of non-legacy teaching materials (readers) have been compiled, involving nearly 400 non-legacy representative projects such as Qi Opera and Huagu Opera. Local non-legacy knowledge has been integrated into "local teaching materials" and "school-based teaching materials", and the interest of "knowing hometown, loving homeland, understanding non-legacy and passing on culture" has been developed to help primary and secondary school students accept the nourishment of Chinese excellent traditional culture. In recent years, more than 13,000 non-legacy activities have been carried out on campus through non-legacy exhibition activities, covering 486 non-legacy projects such as Peking Opera, Flower Drum Opera, Changsha Tanci and Changde Sixian, covering nearly 800 schools of various types, benefiting more than 5 million primary and secondary school students, and promoting the formation of two brand activities, namely "drama animation enters the campus" and "small non-legacy inheritor". Hunan’s experience in non-legacy campus was presented at the national symposium on non-legacy protection.
Third, serve economic and social development and enhance the "contribution rate" of intangible cultural heritage protection
The first is to promote the revitalization of traditional crafts.Implement the traditional craft revitalization plan, set up the second national traditional craft workstation in Xiangxi, and realize the "four ones" goal of "exploring a basic way for traditional crafts to integrate into modern life, forming a research and development mechanism based on the design strength, brand image and market channels of the station-based units, cultivating a group of practitioners with high quality and wide coverage of traditional crafts, and launching a group of creative brands with Xiangxi as the core". Completed the implementation plan of 7 traditional craft projects such as beachhead woodblock New Year pictures, guided the establishment of 12 traditional craft project trade associations such as Hunan cuisine, organized the province to carry out 42 traditional craft revitalization trainings with more than 2,600 person-times, and established 5 traditional craft related majors and trained more than 1,300 graduates relying on Hunan Arts and Crafts Vocational College and other universities. Held the "Hunan Traditional Craft Revitalization and Development Forum" for two consecutive sessions, launched the online Hunan Traditional Craft Network, and released the "Blue Book of Hunan Traditional Craft Revitalization". Hunan Traditional Craft Expo was held for five consecutive years, and it was the first in the country to create a non-legacy museum on the cloud. In cooperation with the high-end aviation magazine "Zunpin", the special issue of "To Be Intangible and Respect for Ingenuity" was launched, with a circulation of 100,000 copies, and the revitalization of traditional crafts in Hunan was full of vitality.
The second is to serve the country’s major strategy.Since 2018, we have continued to promote intangible assistance for precise poverty alleviation. In 51 poverty-stricken counties in the province, 152 workshops for intangible assistance for poverty alleviation have been set up, involving 194 intangible projects and 129,000 people, which has driven 72,000 people to work at home and helped 68,000 people get rid of poverty. Hunan’s experience of "intangible assistance+poverty alleviation" is a typical promotion in the country. In Xiangxi, relying on Miao Xiu, Miao costumes and other projects, we launched the "Let Mom Go Home" non-legacy poverty alleviation program, set up more than 20 training bases in Miao Xiu, and trained more than 6,000 embroidered mothers. The brand "Let Mom Go Home" was praised by name at the press conference held by the State Council Office to help the poor through culture and tourism, and was repeatedly reported by authoritative media such as Xinhua News Agency and China Central Radio and Television General Station, and its experience made a typical speech in the country three times. At present, intangible cultural heritage is being promoted to help rural revitalization. A total of 255 intangible cultural heritage workshops have been established in the province with a total investment of 2,169,451,500 yuan. At the beginning of this year, we took the lead in establishing provincial demonstration sites for non-legacy workshops, non-legacy villages and towns, and non-legacy blocks in China, and introduced relevant support measures to award 50 demonstration non-legacy villages, towns, blocks and workshops. Recently, the Ministry of Culture and Tourism entrusted five provinces in China with the pilot task of helping rural revitalization, and Hunan became one of the pilot provinces.
Feiyi poverty alleviation workshop
The third is to hold the Hunan Intangible Cultural Heritage Shopping Festival.In recent years, in view of the normalization of epidemic prevention and control and the reduction of personnel gathering, Hunan Intangible Heritage Shopping Festival has been held online and offline for three consecutive times in conjunction with Alibaba, Pinduoduo, JD.COM, Tik Tok and other national e-commerce platforms, which has driven intangible heritage enterprises, time-honored brands and inheritors to fully enter the e-commerce field. At the "Hunan First Intangible Shopping Festival and online celebrity Live Delivery Competition" held in Changde Taohuayuan Scenic Area, relying on Taobao, Pinduoduo and JD.COM, three "Hunan Intangible Heritage Museums" were opened, providing professional service for product exhibition and sales of 152 poverty alleviation and employment workshops, 139 intangible heritage projects and 259 inheritors in the province. More than 50 central and provincial mainstream media reported that active communication’s total exposure exceeded 400 million, driving the sales turnover of intangible products to exceed 600 million.
Fourth, tell the story of Hunan well and expand the "circle of friends" for non-legacy protection.
The first is to build a media communication matrix.Efforts will be made to build a "four-in-one" non-genetic broadcasting matrix covering TV, paper media, network and new media platforms, and a strategic cooperation will be reached with Beijing ByteDance, becoming the first provincial-level non-legacy administrative department in Tik Tok, and the coverage rate of non-legacy projects above the provincial level in Tik Tok is over 86.7%; Cooperate with Hunan Jingshi and China Communications Broadcasting to launch the columns of "Not Left in Hunan" and "Not Left on the Road", and broadcast a total of 320 programs; During the epidemic, the columns of "On the Cloud, Xiang Encountered Intangible Heritage", "Open Class of Intangible Heritage", "Learning Arts on the Cloud" and "Picking up Heritage on the Cloud" were launched, which were well received by netizens. During the "Cultural and Natural Heritage Day" this year, the propaganda film "Furong Guoli Xiang Encountered Intangible Heritage" was released, and three special programs with the theme of "Invisible Heritage Tourism is on fire", "Intangible Heritage Cross-border Tide" and "Intangible Heritage is alive" were planned and launched in the column "Jingshi Observation" of Hunan Jingshi, widely publicizing that intangible heritage helps tourism development, promotes rural revitalization and endowments.
The second is to innovate and hold brand activities.In recent years, we have innovatively carried out a series of activities, such as "Culture enters every family, the Year of Hometown Live by Video" and "Cultural and Natural Heritage Day". We have successively held more than 40 special activities, such as Hunan Traditional Craft Expo, Hunan-Hubei-Jiangxi-Anhui Intangible Heritage Exhibition, and "BMW China Cultural Tour", which has guided various localities to carry out intangible heritage activities for more than a thousand times every year. Make full use of major node events to hold publicity and exhibition activities. In 2019, the 70th anniversary of the founding of the People’s Republic of China was jointly held with Yueyang City to hold the publicity and exhibition activities of Hunan’s intangible heritage, and in 2021, the centenary of the founding of the Party was successively held with "Greeting the centenary of the founding of the Party with outstanding achievements" — — The skills exhibition and exchange of national and provincial representative inheritors in Hunan Province, the invitation exhibition of Chinese embroidery art with the red theme of "Looking Back for a Hundred Years" and the series of exhibition activities of "Red Classics and Non-genetic Inheritance" in Hunan Province have greatly aroused the enthusiasm of the broad masses of the people for loving the party, patriotism and traditional culture.
Miao Xiu state-level inheritors guide embroidered mothers to embroider.
The third is to widely spread the intangible sound.Organize and participate in China International Import Expo, China Chengdu International Intangible Cultural Heritage Festival, China Intangible Cultural Heritage Expo, "Xinjiang is a Good Place" and other major global and national exhibitions. It has organized more than 100 non-legacy projects and more than 300 inheritors to visit more than 20 countries and regions, such as the United States, Britain and Germany, and participated in foreign cultural exchange activities such as "Happy Spring Festival", "Perceiving China" and "Huxiang Fenghua", showing the people of the world the profound heritage and unique charm of Huxiang culture. Organized the "Hunan-Poland-Czech Intangible Heritage Exchange Week" in Eastern Europe, which attracted more than 20 local mainstream media to report and reached millions of people, expanding the international communication and influence of Huxiang culture.
Everything in the past is a preface. Hunan will continue to seriously study and thoroughly implement the spirit of the important exposition of the Supreme Leader General Secretary on the protection of intangible cultural heritage. With a broader vision, greater efforts and stronger measures, we will effectively regard intangible cultural heritage as an important window to show cultural self-confidence, an important starting point to implement cultural empowerment, an important carrier to promote cultural benefits and an important medium to promote cultural inheritance. We will do a good job in all work, continuously enhance the vitality, influence and reputation of Hunan’s excellent traditional culture, and continuously enhance people’s pride, happiness and sense of acquisition.
(Author: Vice Minister of Propaganda Department of Hunan Provincial Committee of the Communist Party of China Li Aiwu, Party Secretary and Director of Hunan Provincial Department of Culture and Tourism)