City's tourism and creative industry show dazzles visitors

From the Central Axis and intangible cultural heritage to time-honored brands, Beijing wowed visitors during the China International Fair for Trade in Services with its rich culture and tourism resources.

At the exhibition dedicated to culture and tourism services, exhibitors from Beijing focused on applications of digital technology and created scenarios of tech-industry integration to spur new consumption during this year's CIFTIS.

At the culture and tourism services exhibition area, the "most beautiful central axis" themed exhibition was an example of presenting the capital's traditional and modern charms in a high-profile setting.

According to organizers, the exhibition adopted naked-eye 3D, satellite remote sensing, digital twin and cloud rendering technologies to depict stories of the Central Axis. It also used intangible cultural heritage leaf paintings to demonstrate the charms of the landmark.

"Each leaf painting requires three years of refinement and crafting, making it a representation of the art of time," said Shi Liang, an inheritor of Beijing-style leaf paintings.

For the exhibit, a total of nine landmark buildings along the Central Axis, such as the Bell and Drum Towers, were painted on ginkgo leaves.

"I feel gratified to see many children showing a strong interest in the Central Axis and leaf painting," Shi said.

"Leaf painting is an art form handed down by our ancestors and I wish to let more people experience the unique charm of this Chinese culture," he added.

Apart from the tourism and culture sector, time-honored brands were a highlight that showed the charm of Beijing during the CIFTIS.

For the first time, the fair showcased images of Beijing's time-honored brands through a special exhibition, covering an area of 4,500 square meters. It attracted about 60 exhibitors to demonstrate the unique culture and innovation achievements of Beijing's time-honored brands.

Topnew, which is a textile manufacturer founded in 1952, designed a digital character named Xiao Zhu who showcased traditional Chinese clothing that changed constantly in a bamboo forest setting, which provided visitors with a unique experience.

"Digital empowerment has ignited vitality in traditional industries, making it a development trend in the textile and fashion industry," said Jiang Zhao, assistant to the general manager at Beijing Topnew Import & Export.

Data from the Beijing Commerce Bureau showed the city is home to 247 time-honored brands, with 117 involving catering services, arts and crafts, and traditional Chinese medicine.

At the innovation experience section of the time-honored brands' exhibition area, snack retailer Daoxiangcun brought jingbajian — the eight delicate varieties of Chinese pastries that originated in the kitchen of the Imperial Palace.

"Traditional culinary culture can be further promoted and advanced by adopting a multidimensional approach that goes beyond consumption and focuses on providing meaningful experiences and practical applications," said Wu Qiang, manager of the exhibition booth for Daoxiangcun.