Celebrating the New Year with Intangible Cultural Heritage
As the Spring Festival approaches, Hubei Tea Group actively participates in a series of intangible cultural heritage exhibition activities at home and abroad, aiming to promote Jingchu tea culture and facilitate cultural exchanges. These activities not only showcase the group's efforts in inheriting and developing traditional tea making techniques, but also contribute to the promotion of the "Chuan" brand and "Hankou Tea Factory", promoting international tea culture exchanges.
The 2025 "Happy Spring Festival" Temple Fair of "Hubei Zhiyin · Meeting Laos"
Location: Laos
On the occasion of the upcoming Year of the Snake in the lunar calendar from January 17th to 19th, the "Zhiyin Hubei · Encountering Laos" 2025 "Happy Spring Festival" temple fair, hosted by the Chinese Ministry of Culture and Tourism and the Chinese Embassy in Laos, and jointly organized by the Lao Chinese Cultural Center and the Hubei Provincial Department of Culture and Tourism, was successfully held at the Lao Chinese Cultural Center. The production techniques of Zhao Liqiao brick tea, a human intangible cultural heritage under Hubei Tea Group, were showcased at the event and received attention and praise from international friends.
The production technique of Zhao Liqiao brick tea originated in the Tang Dynasty, flourished in the Song Dynasty, and flourished in the Ming and Qing Dynasties. The city of Chibi in Hubei Province, where the skills are inherited, is the birthplace of the world-renowned Chinese Russian tea ceremony spanning thousands of miles, and also an important tea raw material supply and processing distribution center in modern China. On November 29, 2022, "Zhao Liqiao Brick Tea Making Techniques" was included in the UNESCO Representative List of the Intangible Cultural Heritage of Humanity as part of "Chinese Traditional Tea Making Techniques and Related Customs". The protection unit for the inheritance of the techniques is Hubei Province Tea Industry Group's Hubei Province Zhao Liqiao Tea Factory Co., Ltd.
Faced with the Jingchu culture that came from afar, all booths were crowded with curious Laotian people. What are the steps in the production process of Chibi Green Brick Tea? "" What are the benefits to the body? "People have raised questions one after another, showing a strong interest in the production techniques of Zhao Liqiao Brick Tea. Laotian people linger and praise it frequently.
Presenting Wansai Dawnya, Deputy Minister of the Propaganda Department of the Central Committee of the Lao People's Revolutionary Party and Editor in Chief of the People's Daily, with commemorative rice, brick, and tea for the 75th anniversary of the construction of the Chengdu River
2025 Zhiyin Hubei · Happy New Year Series
The "Celebrating the New Year with Intangible Cultural Heritage" event
Location: Qianjiang
On January 22nd, the "Intangible Cultural Heritage Celebrating the New Year" event of the 2025 Zhiyin Hubei Happy New Year series was held in Qianjiang City. The event is hosted by the Department of Culture and Tourism of Hubei Province and the People's Government of Qianjiang City. Through creating core content such as intangible cultural heritage exhibitions, spring parades, market New Year's goods, and interactive entertainment and learning experiences, it allows the general public to enjoy the fun of "playing with intangible cultural heritage", "eating intangible cultural heritage", "appreciating intangible cultural heritage", "strolling through intangible cultural heritage", "purchasing intangible cultural heritage", and "learning intangible cultural heritage" during the Spring Festival.
Hubei Tea Group has a team of inheritors of Yihong Gongfu tea making techniques. On site, the history of Yihong Gongfu tea production and the outstanding quality of "Hankou Tea Factory" brand products were comprehensively demonstrated through physical displays, graphic introductions, and professional explanations by staff. At the same time, in order to increase audience participation, a tea brewing demonstration session was specially arranged, inviting guests to taste authentic Hubei tea together and experience the beauty of Jingchu tea culture.
The successful holding of the New Year series of intangible cultural heritage exhibition activities not only deepened the public's understanding of Jingchu tea culture, but also provided valuable brand promotion opportunities for Hubei Tea Group. In the future, the group will continue to inherit and spread the intangible cultural heritage tea techniques and tea culture of Jingchu, strengthen cultural confidence, and strive to promote more high-quality Chutian tea products to the international market, bringing more diversified consumption choices to global consumers.
