On August 14, the 2026 "Our Festival Qixi" Heshun Cowherd and Weaver Girl themed cultural event officially launched in Heshun County, Shanxi. The county is tapping into the cultural depth of the nationally recognized intangible cultural heritage, the legend of the Cowherd and Weaver Girl, using a series of themed activities as a bridge to build a platform for cultural tourism consumption, thereby driving the development of the county's cultural tourism industry.
At the launch ceremony, Wang Bing, a member of the Standing Committee of the Jinzhong Municipal Party Committee and Minister of the Publicity Department, stated that the local government has consistently organized the "Our Festival" series of themed activities, innovating the carriers of social civilization practice, and promoting the transformation of excellent traditional culture from "static inheritance" to "dynamic activation." After 14 years of refinement and accumulation, the Heshun Qixi cultural activity has become a shining city cultural card. Immersive folk experiences allow the public to gain a close understanding of Qixi culture, appreciate traditional virtues, and cultivate a civilized rural atmosphere within the festival's ambiance.
Heshun County Party Secretary Li Xue stated that Heshun, based on its own resource endowments, deeply integrates into the "Joyful Jinzhong" cultural tourism landscape, focusing on three cultural tourism brands: "Taihang Mountains and Waters," "Summer Retreat in Heshun," and "Cowherd and Weaver Girl," closely linking ancient legends with contemporary life. Looking ahead, Heshun will continue to polish the "Cowherd and Weaver Girl" cultural card, carry out social civilization practice activities, build an economic exchange and cooperation platform, attract more tourists to Heshun, and promote the high-quality development of cultural tourism integration.
At the event, Li Liping, Deputy Minister of the Shanxi Provincial Party Committee's Publicity Department, announced the start of the 2026 "Our Festival Qixi" Heshun Cowherd and Weaver Girl themed cultural activity. Various artistic performances were staged in succession, including dance, Puju opera, drum storytelling, Fengtai short plays, musical skits, and chorus, showcasing the romantic tale of Qixi and the local folk customs. Many citizens came specifically to watch the performances, immersing themselves in the cultural essence of Qixi and experiencing the vitality of excellent traditional Chinese culture.
A civil market was simultaneously opened. Non-heritage handmade items like embroidery, bark paintings, grain art, gourd pyrography, and paper-cutting were neatly displayed, with artisans embedding their creativity into every stitch and carving. Various agricultural specialty products were laid out, including local items such as black vinegar, mooncakes, hemp seed oil, grains, and eggs. Exhibiting vendors engaged with customers to sell local specialty products. At the market, non-heritage inheritors shared stories of their craft with visitors. Many local residents stopped to admire, learning about the techniques behind each non-heritage piece. Exhibiting farmers and enterprises used the festival as a window to showcase their products, recommending Heshun's local goods to a wider audience.
It is understood that this event was hosted by the Shanxi Provincial Party Committee's Publicity Department, the Shanxi Provincial Civilization Office, and the Shanxi Women's Federation, and organized by the Jinzhong Municipal Party Committee's Publicity Department, the Jinzhong Municipal Civilization Office, the Jinzhong Women's Federation, and the Heshun County Party Committee and Government. The event delves into the cultural significance of the Cowherd and Weaver Girl legend, planning 19 series of activities including artistic performances, folk experiences, matchmaking events, commercial economy, grassroots outreach, industry promotion, and sports and cultural festivals. It aims to promote the integration and mutual promotion of cultural tourism, ecological wellness, sports leisure, and social civilization practices, making traditional culture tangible and enjoyable, and unleashing the driving effect of festival activities on the county's economy.
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