This year, Shanghai's fifth "May 5 Shopping Festival" clearly proposed to focus on "strong linkage", strengthen the integrated linkage of business, tourism, culture and sports exhibitions, and create an urban consumption carnival with richer scenes and more innovative content. Recently, under the guidance of the Putuo District Culture and Tourism Bureau, certified street performers and wheat straw painting inheritors walked into Hongshoufang, adding another spark to the integration of cultural and tourism businesses.
Wheat straw painting is a traditional arts and crafts skill in Shanghai and an intangible cultural heritage of Putuo District. The inheritor Yao Yijia is personally teaching a group of young children what wheat straw painting is and making fans using wheat straw from all over the country.
A child said happily: "I like today's activities very much. It can practice skills and promote intangible cultural heritage."
In addition to traditional culture, shopping malls have also set up venues to introduce popular performances that are popular.
In the Hongshoufang Public Square, passionate singing and rhythmic drumming lingered in the shopping mall, attracting the citizens at the scene to gather together to sway and sing. The performers are Ayurluo and Lu Mingquan, who wear street performer performance certificates on their chests.
Since becoming a licensed street artist in 2018, Ayurluo has performed at street art venues in many areas of Shanghai. For him, performing every performance is both a hobby and a means of making a living. And holding a certificate to work makes this means of livelihood legal.
It is worth mentioning that as the two artists officially opened their voices, it meant that the certified street artists made their successful debut in Putuo District.
"Coming to Putuo to perform means that I have an extra performance stage. I hope to bring the touch and warmth I have gained from many years of working on the streets to Putuo citizens." Ayurluo told reporters with a smile.
A licensed street performer, a more accurate name is holding a "Shanghai Street Performer Program Review Permit". The reporter learned that after 10 years of development, there are currently more than 300 street performers in Shanghai. Shanghai street performers are no longer just a performance form of street performers. Workplaces have also radiated from gathering in Jing'an, Huangpu and other districts to other areas. Artists A wider performance space is needed to enhance the impact of the performance. The unique skills of street performers also attracted Putuo to introduce this service to citizens, adding fire to the cultural and tourism business market, especially the holiday business district.
Based on this, the Putuo District Culture and Tourism Bureau and the Shanghai Performance Association hit it off and allowed street performers to officially perform at the Putuo street performance site. In the future, the streets along the Banmasu River and key business districts will become a new direction for citizens to watch performances.
"Different from ordinary street performances, licensed street artist performances are coordinated and scheduled by the Putuo District Bureau of Culture and Tourism and the Shanghai Performance Association. The locations can be flexibly combined with large-scale events in the district, bringing more entertainment to the public. Li Jia from the Marketing Management Section of Putuo District Culture and Tourism Bureau said in detail, "This not only enriches the street performance environment in Shanghai, but also promotes the integrated development of culture, business and tourism in Putuo District." It started on October 4th and ended at the end of October this year.”
Reporters learned that two street performers, Ayuerluo and Lu Mingquan, sang dozens of popular songs for more than 2 hours at the scene. Let people shopping on the spot feel like they are at a concert.
A citizen who followed the chanting at the scene told reporters bluntly: "After a few songs, I brought out all my passion, and I felt young."
There are many shopping malls in Shanghai, and many of them "volume" in order to attract customers. "A variety of colorful promotions and diverse activities have been launched. Traditional and modern differentiated marketing allows different consumer groups to visit shopping malls, allowing consumers to walk in, sit down, and watch, thereby generating related consumption.
Reporters learned from Hongshoufang Shopping Mall that, driven by the Guochao Market and the Banma Suhe Bright Life Festival, the sales of each store have increased significantly. The highest single-day passenger flow in the mall exceeded 70,000 in the three days before the holiday. The number of visitors reached a new high this year.
Author:
Editor: Zhang Xiaoming Editor: Wang Jiayi
Source: Shanghai Putuo
