SHANGHAI, Feb. 03, 2026 — As Chinese New Year draws near, Shanghai has officially unveiled “Visit Shanghai: Super Spring Festival,” a citywide cultural tourism campaign highlighting immersive intangible cultural heritage (ICH) experiences. Following closely on the heels of the “Discover Shanghai” travel guide competition organized by the Shanghai Municipal Administration of Culture and Tourism, this initiative seeks to reignite public interest in the city’s tourism and heritage, blend traditional craftsmanship with urban life, revive festive traditions, and provide new avenues to explore Shanghai’s cultural roots.
Yuyuan Garden—one of Shanghai’s most beloved Spring Festival attractions—serves as the main venue, gathering nearly 100 ICH projects alongside numerous time-honored local brands. Visitors can enjoy performances like rolling lantern dances and Wing Chun martial arts, watch tea-making demonstrations by ICH masters, and sample heritage tea blends. Additionally, collaborations between heritage arts and youth culture create engaging experiences that reflect Shanghai’s inclusive and dynamic spirit.
Beyond Yuyuan Garden, a series of Spring Festival ICH-themed activities have been launched citywide under the banner “Savoring the Warmth of Everyday Life.” These can be found across the city’s commercial districts, historic neighborhoods, and suburban towns.
In the Jing’an Temple commercial area, ICH markets showcase traditional incense-making and knot-button crafts, while specialty products from long-established local brands affiliated with the Shanghai Sugar, Cigarettes and Wine (Group) offer visitors a taste of classic local flavors. Renowned eateries like Wangjiasha host festive culinary events, and hands-on food experiences in Nanxiang Ancient Town and Songjiang’s Mutong Yangrou Street (famous for traditional lamb dishes) blend local produce with age-old craftsmanship. Meanwhile, large-scale lantern displays at Yuyuan Garden and Hongkou Jinchao 8 Alley, plus themed photography competitions and curated sightseeing routes, deliver immersive nighttime experiences.
Community-based workshops bring ICH into daily life. In Huangpu District, hands-on classes in knot-button making, traditional incense blending, and sachet sewing let families learn directly from master artisans, turning heritage skills into personal creations. Other programs—including woodblock printmaking, youth wellness workshops, and calligraphy sessions offering handwritten Spring Festival couplets—broaden public participation and foster cultural exchange.
To make these experiences more accessible, Shanghai has introduced tourism incentives. During Spring Festival, 60 major attractions will offer half-price admission, and the official “Hu Xiaoyou” platform features hundreds of themed tourism products, including ICH experiences, science education tours, and leisure cruises. Curated heritage walking routes connect cultural landmarks, historic architecture, and workshops, providing deeper insight into Shanghai’s unique mix of tradition and modernity.
As a vibrant, culturally rich cosmopolis, Shanghai will use intangible cultural heritage as a bridge between tradition and contemporary life, inviting travelers worldwide to experience the festival in a distinctly Shanghai way.
Source: Shanghai Municipal Administration of Culture and Tourism
CONTACT: Contact for media only: Contact person: Ms. Zhu, Tel: 86-10-63074558
