Xi'an, China: Seeing the past and present across the millennia, culture and tourism innovation animates new forms of consumption

XI'AN,China,May 31,2022 --Throughout the millennia of history and the prosperous times of Chang'an,theprofound cultural accumulation rooted in Xi'an,is a valuable historicaltreasure of this ancient city. In recent years,Xi'an has been making effortsto transform its cultural resources into fashionable "cultural tourism IP"based on "Tang cultural elements" and modern technology,and bringinghistorical and cultural heritage to life in a modern context. Recently,Xi'anMunicipal Party Committee and Municipal Government held a meeting and proposedto make good use of historical and cultural heritage,promote the deepintegration of cultural industry and tourism industry,in order to make Xi'an adisplay window of Chinese culture and civilization.

A Tang style city life neighborhood,which was derived from a historical TV drama,The Longest Day in Chang'an.

"Noblewomen'' and "ladies","literati" and "warriors",reciting poems in thestreets and imitating songs and dances of the Tang Dynasty,and the moving lovestory performed by ''gifted scholars and beautiful ladies of the TangDynasty'',etc.,this is a Tang style city life neighborhood,which was derivedfrom a historical TV drama,The Longest Day in Chang'an. The beautiful sceneryof Tang dynasty clothing can be seen everywhere,and with the help of "sound,light and electricity" technology,it is like entering a "time and space feast"interwoven with literature,history,folklore and food. Through the integrationof film and television IP and commercial IP,each visitor can realize thetransformation from "watching the play" to "getting into the play" whenentering the "The Longest Day in Chang'an",which makes people "back to TangDynasty in one second". The immersive experience satisfies people's new demandfor experiencing Tang culture and becomes a new contact point to promote theintegration of culture,tourism and business.

What's more,relying on the "Tang cultural elements" to successfully build acultural tourism scenic spot,there is also the famous Grand Tang DynastyEver-bright City. It has not only launched commercial activities such as "TangFood Corner","Tang Souvenir Corner" and "Tang Amusement Area",but alsolaunched a number of immersive performances in the way of "interaction +experience",created a number of highly recognizable cultural tourism characterIPs and blossomed the charm of "Tang culture" in an innovative way.

More than fourteen hundred years ago,Xi'an was known worldwide as Chang'an. Itwas the world's first city of one million people,including about 100,000envoys,merchants,foreign students and monks from other countries,so Xi'an'simage of openness and inclusiveness was also known to the world.

Despite the challenges of the epidemic,the ancient capital with thousands ofyears of history still exudes new vitality,driven by new leisure models suchas market blocks,heritage exhibitions and immersive experiences. Thelong-standing cultural history has given consumption growth vitality andresilience,with "mystery boxes of Tang Dynasty characters","ice cream made ofimages of popular landmarks such as the Terracotta Warriors and the City Wall,"and "7 million netizens watching the Xi'an drum music stream",etc. All kindsof new consumption methods became the driving point for the upgrading ofcultural tourism consumption. Xi'an is speeding up the integration of culturalresources and making history and culture the driving force for the developmentand innovation of this ancient city.

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Caption: A Tang style city life neighborhood,The Longest Day in Chang'an.

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