Jiangsu will start a shopping festival featuring the province’s intangible cultural heritage on June 10, according to the province’s Department of Culture and Tourism.

The annual festival, held for three consecutive years since 2020, will run until December and include both online and on-site programs.

The opening ceremony at the Xijindu historical and cultural district in Zhenjiang City will highlight more than 60 items honored as the province’s intangible cultural heritage.

China’s e-commerce giant Alibaba will support the shopping festival with online initiatives, driving foot traffic to food stores and livestreaming the demonstration of time-honored craftmanship.