Chongqing - In a vibrant pulse of living heritage, Rongchang District gears up to host the heart of this year's Sichuan-Chongqing Cultural and Natural Heritage Day celebrations. The ​2025 Bashu Heritage Brand Conference and Intangible Cultural Heritage (ICH) Shopping Festival​ opens on ​June 14, transforming Chongqing into a canvas where ancient crafts meet modern life.

 The 2025 Bashu Heritage Brand Conference and Intangible Cultural Heritage (ICH)  Shopping Festival will open on June 14 in Chongqing's Rongchang District. (Photo/Rongchang District)

Every June, China celebrates Cultural and Natural Heritage Day on the second Saturday of the month. From May 30 to June 16, Chongqing will host a series of over 200 events to promote Intangible Cultural Heritage (ICH) under the theme "Integrating into Modern Life—Vibrant Intangible Cultural Heritage." The citywide campaign showcases a diverse range of activities, offering residents and tourists a rich cultural experience.

Sichuan-Chongqing joint event

Marking the first joint celebration of Cultural and Natural Heritage Day between Sichuan and Chongqing, the main event will take place June 14–15 in Rongchang District. The two-day event will feature over 200 representative ICH projects from both regions, offering the public a unique chance to experience the richness of traditional crafts, music, and cuisine.

The program includes a curated Bashu Heritage Exhibition and themed live showcases, presenting the latest achievements in cultural preservation. During the opening ceremony, awards will be given to outstanding individuals and groups in national-level ICH protection, including newly named national ICH inheritors from Chongqing.

The two-day event will feature over 200 representative ICH projects from both regions, offering the public a unique chance to experience the richness of traditional crafts, music, and cuisine. (Photo/Rong Chang District)

Beyond exhibitions, the event will feature a large-scale "Heritage Marketplace", bringing together more than 2,000 cultural products across three immersive zones: Taste of Heritage, Crafted with Heart, and Heritage in Motion. Through a mix of static displays, interactive demonstrations, and street-style performances, visitors can experience, interact with, and take home elements of living heritage — a vivid showcase of tradition thriving in modern life.

At the heart of the celebration is the Bashu Heritage Brand Conference, which will spotlight over 100 signature Intangible Cultural Heritage (ICH) brands, including Rongchang pottery and Luzhou Laojiao liquor. Activities such as brand presentations, business matchmaking, project signings, and keynote talks will help cultivate influential cultural brands and support sustainable ICH development. 

At the heart of the celebration is the Bashu Heritage Brand Conference, which will spotlight over 100 signature Intangible Cultural Heritage (ICH) brands. (Photo/Rongchang District)

Hands-on fun 

This year's event is more than just something to watch. Visitors can expect colorful heritage parades featuring the roaring Yangtze River work songs, dazzling Dazu carp lantern dances, and elegant Rongchang summer cloth runway shows. The June 14 opening ceremony will feature performances adapted from eight national-level Intangible Cultural Heritage (ICH) items, including Tujia folk tunes, Miao ethnic songs, and a medium-sized puppet theater from Zizhong.

Interactive experiences are everywhere. From pottery competitions to live demonstrations and DIY workshops, visitors can try their hand at creating traditional crafts and savor authentic heritage delicacies. A special "Heritage Study Tour" route will take families to Rongchang's Pottery Town and Summer Cloth Town, where they can explore weaving, painting, and ceramic-making.

Rongchang Pottery. (Photo/Rongchang District)

Outside the main venue, all 21 towns in Rongchang District will host their community-based cultural events. Local canteens will open to the public with special holiday menus, turning the entire district into a cultural celebration. The goal is to ensure that heritage is not only preserved but shared widely.

On June 15, the festivities continue with "Sichuan-Chongqing Comedy Showcase", part of the Chengdu-Chongqing Economic Circle performance series. Comedians and storytellers from both sides of the Yangtze will present a range of entertainment, including crosstalk, skits, and dialect humor, adding a joyful local flavor to the event's final day.

According to the Chongqing Municipal Commission of Culture and Tourism Development, the joint celebration marks a significant step in strengthening regional cooperation, promoting innovation in intangible cultural heritage (ICH) preservation, and building momentum for the Bashu Cultural Tourism Corridor. The event aims to highlight the dynamic role of heritage in modern society, inviting everyone to join in and discover the living power of tradition.