As a UNESCO list Qiang New Year meets the symbolic “stove fires”Aba Prefecture has found a new path where cultural heritage and economic development go hand in hand.
Out of 19-20 NovemberWenchuan hosted the “Splendid Aba · Joyful Qiang New Year 2025” celebrations, transforming the Hearth Fires from a traditional gathering place into a dynamic cultural hub combining festivals, parades, community banquets and markets. The Hearth Fires Economy not only brought new vitality to living heritage experiences, but also gained national media recognition as a leading model of intangible cultural innovation that unlocked both cultural and commercial value.
Behind this success is Aba's deep understanding of “Living Preservation” of the legacy. By positioning the “Fireside Fires of Intangible Heritage” As a central hub, Aba combines tradition with innovation, culture with tourism and transport with consumption – paving the way for a heritage-driven modern industrial ecosystem.
The fusion of tradition and modernity was clearly expressed at all venues in Wenchuan.
During the Qiang Heritage ParadeLocals dressed in ceremonial clothing performed sacred blessing rituals, embodying reverence for their ancient beliefs.
On Hearth Fires Community BanquetGuests and residents gathered at communal tables and shared food, stories and festive warmth – the Qiang way of expressing family and unity.
On Hearth Fires Heritage MarketThe “offline experience + online commerce” model broke spatial boundaries: artisans from Baiyi Workshop demonstrated traditional techniques; Meanwhile, Gudao Live Studio broadcast the sale of cultural products in real time to a nationwide audience, bringing cultural heritage not only to life but also to the market.
Aba’s innovation is no coincidence. By reimagining the Hearth Fires – from a cultural symbol to a shared economic platform – it went beyond passive display of heritage to encompass digital commerce, experiential tourism and participatory culture. This approach creates legacy visible, tangible, marketable and sustainablethereby enabling artisans to earn income while preserving tradition.
The rise of the “Hearth Fires Economy” proves that the Hearth Fires IP has significant commercial potential and great storytelling power. More importantly, it shows that the “Aba model” is not just an ideal – it is a practical, reproducible design. It protects cultural roots while adapting to modern dynamics by offering a Chinese solution that blends harmoniously Warmth with power in protecting global intangible heritage.
Today, Aba is a shining example. With the Hearth Fires as a bridge, the legacy comes alive through an immersive experience, while real economic opportunities drive its continuity.
From local villages to a global audience, Aba's story shows how ancient civilizations can thrive in contemporary interactions – warming hearts, igniting creativity, and reaching far beyond mountains and borders.
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