‘Summer in the City of Rams’: how the campaign model is bridging heritage and modern culture in Guangzhou

The Purpose
The Guangzhou government has been keen to upgrade the cultural offer of the city, revitalise its traditional culture and offer more artistic activities to the general public. It also had more structural ambitions: to promote an integrated offer of culture and tourism and further develop Guangzhou’s strengths in this area. To achieve this, the major festival ‘Summer in the City of Rams’ has been running for six months each year since 2017.

The Challenge
The challenge is to bring heritage to the masses in a meaningful way that resonates with all ages. The festival has become the longest-lasting and most extensive cultural event in Guangzhou. The festival has nearly 1,000 themed activities for citizens of all ages. There are five strands: public stage, arts and culture talent competitions, Lingnan culture, fashion and classics, and a calligraphy and painting exhibition. As well as performances, there are cultural lectures, art exhibitions and a showcase of community arts and cultural works.

The festival has become the longest-lasting and most extensive cultural event in Guangzhou, with nearly 1,000 themed activities for citizens of all ages.

The Solution
The Lingnan culture section includes exhibitions such as ‘The Gathering of Four Famous Works of Embroidery’ and in 2021, the Intangible Culture Heritage course. Events included the Guangzhou Choral Festival, Guangzhou Drama and Music Competition, and Guangzhou Square Dance Competition. These events allow creatives to serve a popular grassroots audience. The Fashion and Classics section highlights the melding of traditional culture and up-to-date fashion, and showcases the brand of ‘Vibrant Guangzhou’. Events include ‘Encounter Art’ public lectures and the ‘Cantonese Opera Day in Guangzhou, Hong Kong, and Macao’. The Calligraphy and Painting Exhibition promotes a new era for the art form. The festival has built a platform for the public to share their calligraphy and crafts, promoting a better understanding of traditional arts and helping develop cultural literacy.

The Impact
This array of events is initiated and organised by Government agencies, which also supervise and allocate related work. It is delivered by cultural agencies who are responsible for the planning and implementation of the events. The result is a wider awareness of Lingnan and modern culture. The public also gains an opportunity to increase their artistic literacy and develop cultural self-confidence.

Source: World Cities Culture Report 2022

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