When the Qilu Cultural Heritage Meets the Liangzhu Civilization — 'Hospitable Shandong' Shines at the 4th 'Liangzhu Forum' Cultural and Creative Market

According to the Shandong Provincial Department of Culture and Tourism: From October 16 to 20, the 4th "Liangzhu Forum" Liangzhu Cultural and Creative Market, hosted by the Resource Development Department and the International Exchange and Cooperation Bureau of the Ministry of Culture and Tourism, the Zhejiang Provincial Department of Culture, Radio, Television and Tourism, and the Hangzhou Municipal Government, was held at Liangzhu 5000 Art & Creation Park in Yuhang District, Hangzhou. The Shandong Tourism Promotion Center organized a concentration of high-quality cultural and creative resources, showcasing them in the "China City Gifts" section, outdoor cultural and creative market, and debut performances of cultural creations, bringing the audience a Qilu aesthetic experience that can be seen, touched, worn, and participated in.

Qilu Aesthetics in a Brand New Expression

On October 17th and 18th, as music played on the main stage of the market, the traditional Shandong costume show kicked off with a stunning start. Hanfu from Cao County flowed gracefully, while simple Binzhou coarse cloth fashion made a humble appearance. The warp and weft patterns of traditional Qilu weaving were clearly visible under the lights. The hosts introduced Shandong through a 'Treasure Small City Cultural and Travel Map,' highlighting the harmony of traditional and modern beauty. Models wore Cao County Hanfu to perform on stage, using clothing as a medium to showcase the charm of Qilu culture directly to the audience. At the event, there were interactive sections for visitors. After the fashion show, many spectators followed the outfits worn by the models straight to the Shandong exhibition area to 'find the same styles.'

Hospitable Shandong You Can See and Feel
Stepping into the “Chinese City Gifts” section, the Shandong booth was buzzing with visitors. In front of the Cao County Hanfu display, many people stopped to compare fabric patterns and asked about daily styling of the Ma Mian skirt; at the Binzhou coarse cloth booth, fingers brushed over the rough yet warm texture, and the frequent comment on site was, “Coarse cloth can be made this fashionable”; the vivid glaze colors of Dezhou red-green ceramics, the sparkling luster of Zibo glass, and Yantai’s cultural and creative city keepsakes had visitors constantly raising their phones to capture shots. At the specially set-up Hospitable Shandong information and check-in desk, visitors lined up to get stamps, take photos, and ask questions. A simple stamped check-in and a set of cultural and travel promotional materials let visitors take a piece of “Hospitable Shandong” home with them.

“Shandong Has Etiquette” Moves Forward with New Trends
The Shandong exhibition area at the outdoor cultural and creative market remained just as popular. Companies like Dong-E E-Jiao and Huaxi Bio brought unique cultural and creative products, adding a touch of technology and wellness to 'Shandong Has Etiquette.'
From Cao County Hanfu to glass and pottery, and to Lu brocade weaving, each item carrying the cultural warmth of the Qilu region showcased the innovative results of traditional intangible heritage to the audience, giving a lively expression of Qilu culture.

Online and offline in sync and resonance
At the event, visitors checked in, tried on outfits, answered quiz questions, and shopped, showing their interest in Qilu aesthetics with every step. Travel blogger 'Xiao Hei Zhu Ming' came to the exhibition area and received gifts from 'Hospitable Shandong,' while local bloggers from Hangzhou in lifestyle and cultural creativity explored the area firsthand. Posts with photos, text, and short videos kept appearing online, and those who couldn't attend the event virtual-strolled through the exhibition, leaving comments like 'Next stop, Shandong.' From a single Hanfu to a whole system, from offline popularity to online buzz, the trip to Liangzhu was a concentrated bloom of Qilu aesthetics and a vivid practice of 'Hospitable Shandong' in deep integration and brand renewal promotion. Using cultural creativity as a medium and experiences as a bridge, 'Hospitable Shandong' is exploring a new path for modern expressions of traditional culture and international promotion of cultural tourism brands. This encounter across mountains and seas not only let Qilu aesthetics find its echo in Liangzhu but also let the invitation of 'Hospitable Shandong' reach more hearts.

On-site at the Shandong area of the 4th 'Liangzhu Forum' Cultural and Creative Market

The 'Chinese City Gifts' section at the Shandong booth attracted a lot of visitors.

Source: Shandong Provincial Department of Culture and Tourism