Yin Yanpei, vice secretary-general of Beijing municipal government, speaks at the launching ceremony.[photo/bjwzb.gov.cn]

The 5th Beijing People Beneficial Cultural Consumption Season opened at the Capital Museum on July 17, introducing its mascot during the launching ceremony.

Yu Junsheng, vice minister of Publicity Department of Beijing Municipal Party Committee, speaks at the launching ceremony.[photo/bjwzb.gov.cn]

The event is intended to promote a series of cultural consumption brands in Beijing, and provide more high-quality products to the public. More than 10,000 cultural consumption activities will be held in the city.

In order to improve the influence of cultural consumption brands, the organizing committee invited many media outlets to create a system that combines online, offline, traditional and new media exposure. At the launching ceremony, several outlets signed a letter of commitment and promised to create a media alliance to help promote the season.

Zhou Maofei,director of SOCASAO, speaks at the launching ceremony.[photo/bjwzb.gov.cn]

An election of Beijing cultural consumption brands will be held. Brands may enter the election through self-recommendations, channel recommendations, and public recommendations. The best brands in five categories, including “top 10 cultural creativity products”, “top 10 cultural tourism spots” “top 10 cultural outlets”, and “top 10 cultural exhibitions and performances”, will be elected.

Part of the season will be the Beijing international cultural creativity products trade fair, a major event. The trade fair will display traditional, creative, calligraphy art, and Silk Road culture among other areas, and offer forums on innovation & development, investment, and the Beijing-Tianjin-Hebei cultural industry.

A seminar on Beijing cultural consumption will be held to promote communication between cities in different countries through exhibitions and discussions.

More than 300 activity concepts were submitted by over 200 enterprises, including traditional activities in calligraphy, Chinese opera, Chinese medicine, and martial arts, as well as popular cultural expressions such as movies, reading and performances.

The season has six focuses -- craftsmanship, a smart future, art performances, books & art, fashion, and sharing and integration.

Traditional Chinese craftsmanship will be displayed and introduced in the craftsmanship section; the smart future section will feature design, technology, and Internet Plus and present more than 30 high-end technologies; various kinds of operas and movies will be displayed in Beijing for the performances section; for the books & art section, bookstores and museums in Beijing will hold reading salons, and exhibitions; and the sharing and integration section will highlight cultural activities in fashion, including a fashion week and wedding and animation festivals, as well as explorations of  “culture+sports”, “culture+tourism” and “culture+agriculture”.

The Beijing People Beneficial Cultural Consumption Season has been held for each of the last five years. From 2013 to 2016, the number of people taking part in the season was 132.27 million on average, with an increase each year, and total consumption also increased each year to reach 16.08 billion yuan in 2016. It has become a model event for other provinces such as Anhui, Shandong and Chongqing.