Event Site
On July 11, the large-scale series-themed event “Red Land · Hospitable Kefang: Summer Welcomes the New Year’s Red Fortune,” jointly organized by the People's Government of Kefang Township and the Tourism Bureau of Jianning County, and co-hosted by the Village Committee of Zhongshe in Kefang Township, Jianning County, and Lvtu Travel Network, was officially launched in Zhongshe Village, Kefang Township. Two thousand netizens from across the country gathered together to celebrate a uniquely flavored mid-year summer “Half-Year 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 tourists thoroughly enjoyed themselves throughout this one-day event. They watched revolutionary-themed red culture drama performances to experience the deepest historical and cultural elements; 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 on their faces, 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” — this was the genuine feeling shared by every visitor. Meanwhile, the organizers had thoughtfully arranged various New Year-related items on-site to enhance the festive atmosphere. Such an exciting ambiance and wild activities can only be experienced in Zhongshe Village, Kefang Township.
Zhongshe Half-Year Festival Gala
Magic Show
Sichuan Opera Face-Changing
Bonfire Party
The main organizers and co-organizers of this event actively utilized cross-sector resource integration through “tourism + internet,” using innovative thinking to open up new possibilities for traditional tourism. The “Red Land · Hospitable Kefang: Summer Welcomes the New Year’s Red Fortune” event conveyed the unique ethnic charm of the traditional folk custom of celebrating the “Half-Year” in Zhongshe Village, Jianning County, to the public. As a key folk tourism project for protection and inheritance, it is believed that it will attract more visitors in the future.