The special multimedia program "2026 Masters' New Year Greetings," produced by CCTV's Yangshipin and the Cultural Programs Center's "Cultural Moments" segment, has successfully concluded after 95 episodes, achieving 360 million views across platforms. This cultural feast, gathering renowned artists from various fields, delivered a warm, vibrant, and culturally rich New Year gift to audiences during the critical juncture of the "non-legacy edition" Spring Festival in the Year of the Horse and the start of the 15th Five-Year Plan.
For three consecutive years, "Masters' New Year Greetings" has become an indispensable cultural tradition. Since 2024, over a hundred cultural and artistic masters have appeared on screen, sharing heartfelt blessings through their expertise. Evolving from its inaugural edition in the Year of the Dragon to deepening integration with intangible cultural heritage in the Year of the Snake, the 2026 edition leveraged the momentum of the new planning cycle to explore the cultural essence of the horse. The program consistently innovated while preserving tradition, uniting masters from fine arts, calligraphy, music, theater, literature, dance, and folk arts to evoke deep cultural resonance.
Building on previous editions, the 2026 program highlighted the horse's symbolic significance and spiritual connotations, conveying dynamic energy through youth-oriented, interactive formats that blended cultural heritage with festive customs.
Launched on January 1, 2026, the program adopted a short-video format, broadcast on Yangshipin, CCTV-3, and news clients, while simultaneously reaching audiences via 11 major platforms including Weibo, Bilibili, Douyin, and Kuaishou. This year's lineup expanded further, featuring nonagenarian painting masters Li Binsheng, Chen Jinzhang, and Wang Guanqing, scholars like Feng Jicai and Chen Pingyuan, opera performers including He Saifei, and leaders in intangible cultural heritage, calligraphy, and folklore.
Ninety-five masters infused their blessings with cultural depth. Han Meilin opened the program with horse-themed creations, wishing audiences "unstoppable progress." Wu Weishan expressed aspirations for "vigorous advancement," while Tian Qing conveyed warmth through traditional music. Author Chen Yan highlighted folk culture's influence on literature. Feng Jicai likened his life's work to "four horses" driving forward, and craftsman Chen Yushu traced historical equine motifs. Performers and calligraphers shared artistic insights, blending tradition with innovation.
The program broke new ground by partnering with Wuliangye, achieving commercial success while expanding artistic and participant scope. Heartfelt audience responses flooded online platforms, praising the cultural depth and emotional resonance of the content.
Over three years, "Masters' New Year Greetings" has revitalized traditional culture through quality programming, bridging past and present while establishing a replicable model for cultural IP development. The 2026 edition exemplifies this mission—using art as a medium to depict the vibrant evolution of Chinese cultural heritage in the new era.
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