From the Spring Festival flower market in Guangzhou, to the intangible cultural heritage street in Quanzhou, and to the New Year's goods market in Xi'an, as the Spring Festival approaches, the New Year's goods market is booming. The addition of various intangible cultural heritage elements brings more sparks to the consumption of New Year's goods. Industry experts say that as consumers pay more attention to cultural connotations, emotional values, and other additional attributes, the consumption of New Year goods is also accelerating the integration of diverse elements, demonstrating the vigorous vitality of China's consumer market. We come specifically from Guangzhou to buy flowers. During the Chinese New Year, we need to have red and vibrant flowers to make the coming year prosperous. ”At the entrance of Chencun Flower World in Foshan, Mr. Zhang, a citizen, showed the reporter a trunk filled with New Year's oranges, butterfly orchids and other flowers. On the avenue next to the Flower World, the Spring Festival Flower Market of Chencun Flower Festival, a representative project of Guangdong Provincial Intangible Cultural Heritage, is accelerating its construction. This year's flower market will stretch for ten miles along the Flower Street, with over 600 stalls showcasing over ten thousand varieties of New Year's Eve flowers and specialty flower derivatives. In addition to fresh flowers, we have also added more new scenes and elements to further embrace modern consumer demand in the intangible cultural heritage flower market, "Chen Jiayin, Director of the Cultural, Sports, Tourism, and Education Office of Chencun Town, told reporters. The traditional annual flower consumption is ushering in a new consumption trend. ”Huang Xiangfu, president of the Guangzhou Flower Industry Association, said, "The market is moving towards' miniaturization, personalization and emotion '. In the past, 80% of the sales were concentrated in the Yuanxiao (Filled round balls made of glutinous rice-flour for Lantern Festival) Festival, but now the sales have gradually increased since November every year. In the past, most companies and hotels bought large potted plants. Now, small pots of phalaenopsis, succulence, and oncidium are placed on the tea tables and office desks of every household. Flowers are no longer sold as simple plants, but more emotion, and emotional values." The Shaanxi New Year goods market thousands of miles away is surging with a wave of non posthumous creation. Creative handwritten Spring Festival couplets, zodiac themed cultural and creative products, and other intangible cultural heritage products that carry old craftsmanship, are becoming highly sought after "New Year's goods" by young people. At the New Year's goods market in Datang West City, Lianhu District, Xi'an, a cute porcelain horse ornament at the Yaozhou porcelain stall was particularly eye-catching. This is our zodiac series designed for the Year of the Horse, with a round and cute shape, incorporating traditional auspicious patterns, symbolizing 'good luck immediately', and selling particularly well, "said Liu Wuyang, the person in charge of Tongchuan Dingxuan Yaozhou Kiln Craft Ceramics Co., Ltd. The intangible cultural heritage experience area has become a happy place for families with children. Under the guidance of their master, the children carefully cut out window decorations or watched in surprise as sugar figures were blown into shape. "It is more impressive to let the child try it by hand than to read it a hundred times in a book," said a mother who was accompanying her child to make Paper Cuttings. Sun Jiuxia, Director of the Tourism, Leisure, and Social Development Research Center at Sun Yat sen University, analyzed that intangible cultural heritage integrates the core values of culture. It is not just a commodity, but also carries condensed memories and meanings. When people make purchases, they seek not only functionality, but also emotional connection, cultural respect, or nostalgia for their hometown. It is richer and more fundamental than simply a brand premium. With the deepening of the experience economy, people's demand for deep cultural consumption has significantly increased. At the same time, the supply side has creatively transformed culture, and a large number of intangible cultural heritage products have emerged, filling this supply gap. ”Sun Jiuxia said. This trend has been validated in the New Year's goods market, where intangible cultural heritage is transforming from a "necessity of life" in the past to a "decoration of life and emotional embellishment" in the present. Although its form has changed, its cultural core remains vivid. At the intangible cultural heritage rush fair in Guangzhou, Ms. Mao, a resident of Guangzhou from Guizhou, bought a piece of authentic hometown ham, and in her shopping bag, there were many other intangible cultural heritage specialty products. "Although my parents also came to Guangzhou this year to celebrate the New Year, they must still buy the flavor of their hometown, which is nostalgia and also the flavor of the New Year. In addition to ham, I also bought biscuits and candies from Macao to taste more rich taste of intangible cultural heritage New Year goods." The relevant person in charge of Shunde Fishing Village told reporters that the local New Year goods gift box not only contains local specialties such as agaric and eel, but also integrates intangible cultural heritage symbols such as fish lanterns and Loong Boat into the design, which has been recognized by more and more consumers. We are not just selling specialty products, but also the story of Shunde. The economic value of this' cultural gift 'is significant, which shows us a new cultural consumption track. Policies and markets are also resonating. The Intangible Cultural Heritage Department of the Ministry of Culture and Tourism recently launched the "Intangible Cultural Heritage New Year Shopping Month", organizing intangible cultural heritage markets in historical and cultural districts, scenic spots, temple fairs and other offline locations, launching a batch of intangible cultural heritage goods, tourism routes and experiential services suitable for purchase and consumption during the Spring Festival. More measures for purchasing New Year's goods have been launched. Quanzhou has issued nearly ten million yuan worth of food vouchers and launched over 280 intangible cultural heritage street stomping activities. Guangzhou has launched a cultural and tourism consumption subsidy campaign, distributing intangible cultural heritage themed cultural and tourism consumption vouchers, targeting core consumption scenarios such as intangible cultural and creative heritage, intangible cultural heritage cuisine, and intangible cultural heritage research and learning experiences. Financial institutions such as China UnionPay invested more than 100 million yuan in real gold and silver, while Meituan, Tiktok and Jingdong platforms used 10 billion level traffic to boost consumption. The 2026 Spring Festival market is welcoming more cultural and emotional consumption, and the integration of intangible cultural heritage and other elements will also bring more creativity and possibilities to the consumer market. ”Sun Jiuxia said. (New Society)