The Spring Festival celebration campaign centered on intangible cultural heritage (ICH), organized by the Jiangsu Provincial Department of Culture and Tourism, included 368 events with 4,584 online and on-site sessions, attracting 45.6 million participants and generating sales of 830 million yuan from January 23 to February 12.

The campaign included the launch of a nationwide ICH promotion at a renowned park in Suzhou on January 23. The provincial department joined the Ministry of Culture and Tourism and the Suzhou Municipal People's Government to host the event, showcasing over 200 ICH items from 18 provincial-level regions across the country. It also included more than 600 craftsmanship demonstrations and shows, attracting more than 10 million participants.

Another highlight was the Taibo Temple Fair on February 6, the ninth day of the first lunar month, marking the first temple fair of the year in the Jiangnan region. Particularly popular among locals in the Wu area, the fair has roots in ancestral worship and has evolved to include folk parades, ICH and traditional customs, creating a diverse community event. This year, the fair featured performances such as dragon and lion dances, and ICH crafts like dough figurine making, paper cutting, Huishan clay figurine crafting, and Wuxi embroidery.

In Taizhou, ICH-centered products achieved nearly 30 million yuan in combined an online and offline sales, with 27 ICH workshops reporting a sales increase of more than 10%. Yangzhou hosted more than 20 events that focused on its rich heritage, with companies like Fuchun Group achieving more than 30 million yuan in sales both online and offline.

According to the Department of Culture and Tourism, the province held 45 shopping festivals dedicated to Spring Festival goods and ICH markets. Additionally, Jiangsu recommend its top 100 fine products, inviting the public to explore the charm of its intangible cultural heritage.