A gallery located in Xianju county, Taizhou, East China's Zhejiang province. [Photo/taizhou.com.cn]

Xianju county in Taizhou, East China's Zhejiang province has been making great strides in enhancing public cultural services, as part of its rural vitalization efforts.

One key aspect of this initiative involves the comprehensive improvement of grassroots cultural venues, which includes the upgrading of cultural auditoriums, cultural stations, and intangible cultural heritage workshops.

Meanwhile, the county has taken great care to celebrate its unique local identity by organizing a staggering 53 festive events, which are carefully tailored to showcase various themes such as waxberry, music, food, dragon boat racing, and even a half-marathon. In total, Xianju has hosted an impressive 1,350 cultural events throughout its rural areas.

One innovative and noteworthy step taken by the county is the establishment of the "Cultural Village Chief" system. This involves appointing 20 exceptional individuals with expertise in intangible cultural heritage, master artisans, and folk artists as "Cultural Village Chiefs". The aim is to actively conserve and promote local cultural traditions and practices.

In addition, Xianju actively supports the development of cultural creative studios and design workshops led by inheritors of intangible cultural heritage. This support plays a vital role in the creation of cultural creative products that enhance the value of tourism services, specialty agricultural products, handicrafts, and more.

The county's efforts have yielded impressive results, with the creation of over 20 unique souvenirs, including waxberry pastries and boneless lanterns. Additionally, more than 200 types of cultural creative products have been developed. Of particular note is an ice cream product inspired by the renowned Ruyi Bridge, a popular scenic attraction in the Shenxianju Scenic Spot. Within just a few months, this ice cream has gained widespread popularity, selling over 100,000 products and generating revenue of more than 1.2 million yuan ($167,005).