The Spring Festival carries the deepest emotional memory and cultural identity of the Chinese nation. During this year's Spring Festival, the "Intangible Cultural Heritage Celebrating the New Year in My Hometown - Ma Zhu Good Luck Temple Fair" will combine music listening, interactive experience, and digital technology to allow users to more intuitively understand and experience intangible cultural heritage in a familiar New Year atmosphere. This special New Year event is hosted by the Network Communication Bureau of the Cyberspace Administration of China and the Intangible Cultural Heritage Department of the Ministry of Culture and Tourism, and organized by the China Performance Industry Association and Kugou Music. Taking "intangible cultural heritage in music" as an important content, multiple sets of characteristic themed playlists are launched to bring traditional art into the public eye in a way that is more closely related to daily life. Among them, the "Music Listening Intangible Cultural Heritage" series gathers works that integrate intangible cultural heritage vocal elements such as throat singing and Huayin Laoqiang, preserving the unique timbre and expressive power of traditional art in modern music expression; Through the cross-border integration of traditional Chinese opera and popular music, "Liyuan Quyun" allows classic singing styles to be heard by young people in a more easily disseminated form; The themes of "ethnic characteristics," "masters of Chinese music," and "inheritance of local music" start from folk songs, classic Chinese music, and traditional music works from different regions, presenting the rich layers of Chinese music culture and allowing listeners to touch upon the profound heritage of intangible cultural heritage in their daily listening. Around the emotional expression of the Chinese New Year season, the platform also simultaneously launched Spring Festival themed playlists such as "Riding on a Horse", "New Year's Universiade", and "Spring Festival Travel Companionship", using music to create a festive atmosphere of reunion and joy, and adding warmth and companionship to the journey back home. In addition to content experience, the event also combines artificial intelligence technology to launch multiple interactive gameplay, injecting new vitality into the inheritance of Chinese New Year customs in the digital age. Netizens can use the "AI Video New Year Worship" function to select from multiple New Year theme templates, upload photos and match them with background music to generate personalized New Year's greetings short videos, organically integrating character images, holiday blessings, and music scenes. This not only retains the traditional sense of ceremony for New Year greetings, but also enhances the fun of online New Year greetings. In addition, the "AI Song Writing" function intelligently generates exclusive New Year blessing songs by inputting New Year objects and keywords, turning a blessing into a song and making the transmission of holiday emotions more creative. The event involves multiple young singers engaging in online interaction, utilizing innovative forms such as player barrage drops and voice interaction in the comment section to create a more direct emotional connection between musicians and listeners during the Spring Festival period. It is worth mentioning that the event incorporates various cultural elements with regional characteristics in the details, especially local content represented by Guangdong music culture, such as Cantonese songs, Lingnan life theme music, and classic songs related to urban memory, allowing users to experience the unique New Year flavor formed by the intersection of different regional cultures while listening, and further demonstrating the continuous inheritance of intangible cultural heritage in contemporary urban life. In addition to the main board of the "Ma Zhu Good Luck Temple Fair", the platform also simultaneously launches interactive content such as "Hometown Ranger", and combines characteristic music playlists with festival themed content, making the journey of returning home during the Spring Festival travel rush both accompanied by music and cultural experience. (New Society)