The 2025 China (Shenzhen) International Cultural Industries Fair took place from May 22 to 26, featuring seven distinctive enterprises from Quzhou in East China's Zhejiang province. These enterprises highlighted the city's vibrant cultural innovation.

Quzhou, an ancient city known as the "Home of Southern Confucianism", has creatively revitalized its rich cultural heritage to engage youngsters. At the expo, the Quzhou Nankong Cultural and Creative Communication Company introduced "Grandpa Nankong", a cartoon character representing the city's cultural icon. The company transforms traditional Confucian culture into trendy products favored by the youth.

The intricate flipping technique for making Shaoyongfeng sesame seed cakes is on display at the 2025 China (Shenzhen) International Cultural Industries Fair. [Photo/Tide News]

In the Zhejiang Pavilion, the traditional making techniques of Shaoyongfeng sesame seed cakes, a national intangible cultural heritage item from Quzhou, captivated audiences with its intricate flipping technique. Originating in the Tang Dynasty (618–907), this delicacy has embraced new flavors like durian to appeal to younger generations.

Quzhou's intangible cultural heritage also includes the renowned Kaihua paper, developed by Zhejiang Wuyingdian Cultural Development Company. Their collaboration with Fudan University has produced paper for ancient book restoration, meeting international standards. The expo featured Kaihua paper products, demonstrating Quzhou's commitment to cultural preservation and innovation.

Additionally, Quzhou's farmer paintings from Yudong village were also on display at the expo. The village, known as the "Hometown of China's Farmer Paintings", has over 300 villagers engaged in painting out of a total population of 800.