Text and the photo by Tong Guanghui, the All-media Journalist, Ruan Banming, the Stringer, and Chen Yuan, the Correspondent

On the eve of the Laba Festival, according to the lunar Chinese calendar, Yanhe Village in Wushan Town, Gucheng County, Xiangyang, Hubei Province, held its annual Chinese New Year cultural festival themed “Purchasing Chinese New Year Goods: Traveling Across Yanhe Village.” The event featured a vibrant and festive atmosphere, drawing over 5,000 visitors from across China to explore the bustling market, savor a traditional banquet, and purchase Chinese New Year goods—immersing themselves in the rich ambiance of this time-honored festival. Having been held annually for many years, this year marked the thirteenth edition of the village’s signature cultural festival.

On that day, Yanhe Village was adorned with festive lighting and vibrant decorations, evoking a warm and welcoming atmosphere. Tourist buses shuttled continuously along rural roads, while visitors waved cheerfully through the bus windows, their faces beaming with delight.

On the square, intangible cultural heritage performances such as mountain folk songs and gongs and drums were perfectly staged, drawing crowds who paused to watch and frequently erupted into enthusiastic applause; on the Chinese New Year’s Goods Street, a dazzling array of local specialties captivated visitors, who strolled through the market, thoughtfully selecting festive items for the upcoming Chinese New Year; in the folk culture garden, calligraphers wielded their brushes with practiced elegance, composing auspicious Chinese New Year couplets for tourists, while medical volunteers offered on-site health consultations.

“This is my first time attending this festival. The preserved pork trotters and locally sourced eggs here are exceptionally authentic—rarely found in urban markets,” said Li Mei, a visitor traveling from afar. She purchased local specialties such as dried black fungus, shiitake mushrooms, and tea for her relatives and friends.

In Yanhe Village, the most distinctive feature is undoubtedly the “Hundred-Family Banquet.” Tourists formed long queues, eager to savor and experience a uniquely festive atmosphere. Mr. Hu, a visitor from Wuhan, remarked with heartfelt appreciation: “The essence of Chinese New Year lies in the joyful gathering of people—sharing sumptuous food and cherished memories.” With deep historical roots in Wushan Town, the banquet originated as a tradition wherein each household contributed one signature dish, collectively assembling one hundred distinct delicacies. Today, the banquet features over 800 authentic, farm-fresh dishes—offered free of charge to visitors. “The flavors are exceptional—robust, genuine, and lingering on the palate,” praised Ms. Zhao, a delighted tourist.

The festival has generated significant impact, garnered widespread popularity, and catalyzed a robust surge in rural consumption, aiming specifically to deliver tangible benefits to farmers and enhance their income and overall wealth. “Dried fish, preserved pig trotters, and other specialty products have been nearly sold out,” said Li Mo, a villager from Yanhe Village, beaming with satisfaction. “In just one morning alone, we sold over thirty preserved pig trotters.” Many customers also placed orders online and opted for express delivery.

According to statistics, more than 5,000 visitors traveled to Yanhe Village that day to purchase Chinese New Year goods, generating a combined online and offline transaction volume exceeding RMB 8 million. “The festival has evolved into a signature initiative driving the holistic revitalization of rural areas. Moving forward, we will continue to host this event annually, further advancing the deep integration of agriculture, culture, and tourism; fully unlocking consumer potential; invigorating the local economy; and guiding villagers toward shared prosperity,” said Min Hongyan, Secretary of the Yanhe Village Party Committee and Director of the Village Committee.