Year of the Horse: intangible cultural heritage, AI ignite festive spending in Beijing

Long lines stretch outside intangible cultural heritage (ICH) workshops, children wave lanterns beneath glowing light installations, and young visitors queue eagerly to try on AR glasses that bring ancient palace scenes to life. As the Year of the Horse approaches, Beijing's Spring Festival consumer market — where time-honored traditions and cutting-edge technology converge to spark a new wave of spending — is brimming with vitality.

This year, digital innovation is transforming the cultural-tourism experience of this millennium-old city. During the Spring Festival holiday, major scenic spots have introduced "smart cultural tourism" models that seamlessly blend history with technology.

At the Palace Museum, an upgraded digital program features AI-generated virtual figures recreating Qing Dynasty (1644-1911) court New Year celebrations. Wearing AR glasses, visitors can interact with virtual palace characters to write "Fu" characters and hang lanterns. Meanwhile, national-level ICH inheritors demonstrate cloisonne enamel and Beijing embroidery techniques, with AI offering visual explanations of the intricate craftsmanship. The Summer Palace has launched a "Metaverse Spring Festival Tour", allowing tourists to unlock virtual check-in points and complete AI blessing tasks via mobile apps in exchange for cultural and creative products. The upcoming Dadu Spring Festival Temple Fair will also introduce AI experience zones, extending traditional festivities beyond physical boundaries.

Fueled by the Guochao trend, the living transmission of ICH is expanding into new consumption scenarios. Beijing is integrating traditional craftsmanship with contemporary lifestyles, transforming once "standalone" heritage works into popular New Year commodities.

Core commercial hubs such as Qianmen Street and Sanlitun have rolled out Spring Festival ICH consumption seasons, bringing together dozens of time-honored brands and creative heritage labels. At the Hongxing Qianmen Yuanshenghao Museum, visitors can observe traditional brewing techniques and customize festive wines through hands-on workshops. Sanlitun's "Lion King Enters Beijing" campaign combines traditional lion dance performances with trendy retail spaces — attracting younger consumers and driving more than 30 percent year-on-year growth in surrounding ICH product sales.

Upgraded immersive commercial districts are also delivering a comprehensive holiday experience. Drawing on the cultural heritage of Beijing's Central Axis and old-city customs, various neighborhoods have crafted distinctive festive scenes. Daji Alley's "Alley Market" brings together ICH handicrafts and classic Beijing snacks, recreating a nostalgic New Year atmosphere. Zhongguancun Grand Emporium hosts lion dance performances alongside Guochao exhibitions and AI interaction zones. For families, more than 35 parent-child activities are on offer, including COFCO Xiangyun Town's Snoopy Ice and Snow Adventure, which integrates winter recreation with ICH experiences. At the Expo Garden, the "Tiangong Lantern Festival" blends the "Havoc in Heaven" IP with Zigong ICH lantern craftsmanship, presenting a visual feast that fuses traditional aesthetics with technological flair.

Under the theme "Joyful Shopping for Spring · Colorful Beijing Four Seasons", Beijing has mobilized resources from all 16 districts and dozens of government departments, launching more than 460 consumption-promoting activities. By integrating Guochao aesthetics, intangible cultural heritage inheritance, and AI-powered experiences, the city is shaping a new landscape for holiday consumption while unlocking the vitality of cultural-tourism integration and consumption upgrading.

Supportive policies are further fueling the momentum. Subsidies for smart device and home appliance trade-ins have been increased, while holiday shoppers spending more than 100 yuan ($14.5) in designated sectors can enter prize draws with rewards of up to 800 yuan per invoice. Nearly 30 million yuan has also been allocated to subsidize film screenings, performances, and skiing activities, adding fresh impetus to festive spending.