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China Cultural and Tourism Gala marks Spring Festival with Yangjiang launch
Nearly 20-hour livestream showcases Guangdong and nationwide destinations for domestic and international audiences
China Cultural and Tourism Gala marks Spring Festival with Yangjiang launch

The China Media Group (CMG) has launched the 2026 China Cultural and Tourism Gala (Spring Festival Special) with a live broadcast from Yangjiang, in Guangdong. Aired from 7 to 8 February, the event delivers a nearly 20-hour livestream designed as a Spring Festival travel guide, reaching audiences in China and abroad.

National collaboration with a regional focus

Produced by CMG’s Chinese Language Global Program Center in cooperation with Yangjiang City, the gala reflects an in-depth collaboration with Guangdong Province. Programming segments such as “Have Fun in Guangdong” and “Let’s Celebrate the Chinese New Year in Guangdong” spotlight seasonal travel ideas and cultural experiences. Representatives from all 21 prefecture-level cities in Guangdong, alongside delegates from nine cities across eight other provinces, presented local New Year traditions, springtime attractions and distinctive cultural resources.

Online and offline experiences combined

Alongside the broadcast, an on-site exhibition area opened to the public. The “Guangdong Goods Fair” featured thousands of Spring Festival products, while a “National Cultural Tourism Showcase” highlighted regional specialties from across the country. Viewers were able to purchase selected items directly through the livestream, integrating cultural promotion with e-commerce.

Traditional folk performances—including lion dances and the Chaozhou–Shantou Yingge dance—were paired with displays of intangible cultural heritage and cultural-creative products, creating a festive atmosphere throughout the event.

Interactive content and destination storytelling

The livestream included interactive giveaways, offering scenic tickets and travel packages to viewers. As host city, Yangjiang played a central role in destination storytelling. Audiences were taken on a virtual tour of Hailing Island, the Maritime Silk Road Museum of Guangdong, and local traditions that have earned the city recognition as the “Hometown of Chinese Kites” and a centre for lacquerware craftsmanship.

By combining live broadcasting, interactive participation and regional showcases, the 2026 China Cultural and Tourism Gala positions Spring Festival travel as a shared cultural experience, offering both domestic and international audiences inspiration for exploring China through its diverse landscapes and living traditions.

Image Credit: © CCTV4


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