“非遗牛年大集”云上开启

Intangible cultural heritage year of the ox

发布时间：2021-01-25 09:10 来源：中国旅游报 编辑：杨倩

Issue time: 2021-01-25 09:10 source: China Tourism daily editor: Yang Qian

由中国非物质文化遗产保护协会联合阿里巴巴集团共同主办的“非遗牛年大集”活动1月24日启动。活动以“寻得年味，解得乡愁”为主题，即日起至2月26日，消费者可以畅享“看非遗直播、购非遗好物、品非遗美食、赏非遗绝技”的线上大年集。文化和旅游部党组成员、中国非物质文化遗产保护协会会长王晓峰出席启动仪式并致辞。

The year of the ox, jointly sponsored by China Intangible Cultural Heritage Protection Association and Alibaba group, was launched on January 24. The theme of the activity is "finding the flavor of the new year and solving the nostalgia". From now on to February 26, consumers can enjoy the online New Year collection of "watching the live broadcast of intangible cultural heritage, purchasing the good intangible cultural heritage, tasting the intangible cultural heritage food and enjoying the unique skills of intangible cultural heritage". Wang Xiaofeng, member of the Party group of the Ministry of culture and tourism and President of China Intangible Cultural Heritage Protection Association, attended the launching ceremony and delivered a speech.

王晓峰表示，今年是一个特殊的年份，受疫情影响，很多人都积极响应“非必要不返乡”的号召、就地过大年。此次“非遗牛年大集”为不能回乡的人们搭建了一座情归乡里的“云桥”，用非遗解乡愁。“非遗牛年大集”也为广大非遗传承人搭建了一个展示技艺、走进生活、走向市场的桥梁。希望通过“非遗牛年大集”，让更多人认识非遗、喜爱非遗、保护非遗，进而推动非遗回归千家万户、回馈百业千行，实现更好的保护与传承，增强中华民族的文化自信。

Wang Xiaofeng said that this year is a special year. Affected by the epidemic situation, many people actively respond to the call of "not returning home unless it is necessary" and celebrate the new year on the spot. This "year of the ox collection of intangible cultural heritage" has built a "Cloud Bridge" for people who can't return to their hometown, using intangible cultural heritage to solve their nostalgia. "Intangible Cultural Heritage Year of the ox" has also built a bridge for the vast number of intangible cultural heritage inheritors to show their skills, enter life and go to the market. It is hoped that through the "year of the ox collection of intangible cultural heritage", more people will know, love and protect the intangible cultural heritage, so as to promote the return of the intangible cultural heritage to thousands of households and give back to thousands of industries, realize better protection and inheritance, and enhance the cultural confidence of the Chinese nation.

启动仪式以线上线下结合的方式进行，现场开展了非遗技艺表演等精彩活动，同时，相关电商平台和媒体开展线上集中传播。全国青联委员、三八红旗手、淘宝超人气主播薇娅受邀助力本次“非遗牛年大集”活动。“非遗牛年大集”期间，天猫、淘宝以及部分跨境电商开设非遗特色产品专区，邀请头部主播宣传非遗产品，邀请非遗传承人、非遗工作者走进直播间，介绍非遗技艺、讲述非遗故事。淘宝专门针对年轻群体开展“非遗牛年大集”直播活动，联合主播力量为非遗发声，让民间绝技被看到、让非遗产品成爆款。阿里本地生活（饿了么）平台为20个左右的城市开设非遗老字号城市特色馆，线上开设“非遗牛年大集”活动专区，进一步推动非遗相关企业线上和线下融合发展。高德地图通过淘宝、天猫平台向非遗店铺发布上线入口。飞猪为非遗相关景区景点开设慢直播，让游客线上了解非遗背后的故事。

The launching ceremony was carried out in a way of combining online and offline, and the intangible cultural heritage skills performance and other wonderful activities were carried out on site. At the same time, relevant e-commerce platforms and media carried out online centralized communication. Weiya, member of the all China Youth Federation, red flag bearer of March 8 and super popular anchor of Taobao, was invited to contribute to the event. During the "year of the ox", tmall, Taobao and some cross-border e-commerce companies set up special zones for intangible cultural heritage products, invited head anchors to publicize intangible cultural heritage products, invited inheritors and workers of intangible cultural heritage to come into the live studio to introduce intangible cultural heritage techniques and tell stories. Taobao launched the live broadcast of "year of the ox" for young groups, and cooperated with the anchor force to make a voice for the intangible cultural heritage, so as to let folk unique skills be seen and intangible cultural heritage products become popular. Ali's local life (hungry) platform has set up time-honored city characteristic museums of intangible cultural heritage for about 20 cities, and set up a special activity area of "year of the ox collection of intangible cultural heritage" online to further promote the integrated development of Intangible Cultural Heritage related enterprises online and offline. Gaode map released online portals to intangible cultural heritage stores through Taobao and tmall platforms. Feizhu has set up slow live broadcasting for related scenic spots of intangible cultural heritage, so that tourists can understand the story behind intangible cultural heritage online.

文化和旅游部非物质文化遗产司负责人，中国非物质文化遗产保护协会、阿里巴巴集团相关负责人等出席启动仪式。（李志刚）

The person in charge of the Intangible Cultural Heritage Department of the Ministry of culture and tourism, relevant persons in charge of China Intangible Cultural Heritage Protection Association and Alibaba group attended the launching ceremony. (Li Zhigang)