The Zhongshe Village of Kefang held the "Red Land · Hospitable Kefang: Summer Welcomes the New Year with Good Fortune" event where thousands of tourists enjoyed the festive atmosphere...

Event Site

On July 11, the large-scale series-themed event “Red Land · Hospitable Kefang: Summer Welcomes the New Year with Good Fortune” was officially launched in Zhongshe Village, Kefang Township, organized by the People's Government of Kefang Township and the Tourism Bureau of Jianning County, and co-hosted by the Zhongshe Village Committee of Kefang Township, Jianning County, and Lvtu Travel Network. Two thousand netizens from across the country gathered to celebrate a uniquely flavored mid-year summer festival.

Attending Leaders

Dragon Painting Eye-Dotting Ceremony

Dragon Dance Performance

The event was divided into four major segments: the opening ceremony, performances, fun interactive activities, and food tasting. The two thousand visitors thoroughly enjoyed themselves throughout this one-day event. They watched revolutionary-themed red culture drama performances to experience profound historical culture; they actively participated in fun interactive activities such as red envelope raffles, a hundred-person lantern riddle challenge, lotus seed experts, and eating contests. Whether they won prizes or simply took part, everyone wore genuine smiles, immersing themselves in the joy of “celebrating the New Year.”

Lotus Seed Peeling Competition

Fish-Catching Competition

“It feels really different to celebrate the New Year in the middle of summer,” was the heartfelt sentiment shared by every visitor. Meanwhile, the organizers had thoughtfully arranged various New Year-related decorations to enhance the festive atmosphere. Such an exciting ambiance and thrilling activities can only be experienced in Zhongshe Village, Kefang Township.

Zhongshe Mid-Year Festival Gala

Magic Show

Sichuan Opera Face-Changing

Bonfire Party

The main organizers and co-organizers actively leveraged a cross-sector integration of “tourism + internet” resources, using innovative thinking to open up new possibilities for traditional tourism. The “Red Land · Hospitable Kefang: Summer Welcomes the New Year with Good Fortune” event showcased the unique ethnic charm of the traditional folk custom of celebrating the “mid-year” in Zhongshe Village, Jianning County. As a key folk tourism project for protection and inheritance, it is believed to attract even more visitors in the future.