A young hanfu — a traditional Chinese style of clothing — enthusiast catches the attention of onlookers watching a Huazhao Festival parade in Nanning, Guangxi Zhuang autonomous region on March 11.[Photo/China News Service]

A traditional festival closely related to spring, which had remained silent for centuries, is being resurrected, thanks to growing enthusiasm for traditional Chinese culture and a rising demand for seasonal sightseeing tours.

Huazhao Festival is said to be celebrated as the birthday of the flower goddess in the second month on the Chinese lunar calendar.

Its origin can be traced to the period before the Qin Dynasty (221-206 BC) and was officially set as a festival during the Sui (581-618) and Tang (618-907) dynasties, China Tourism News reported.

During the Tang Dynasty, the festival fell on the 15th day of the second lunar month. It was one of the three nationwide celebrations back then. The other two were Lantern Festival on the 15th day of the first lunar month and Mid-Autumn Festival on the 15th day of eighth lunar month, according to the Beijing-based newspaper.

However, the timing of the festival varies between regions, because of the difference in when flowering begins.

As a result, many parts of the country took turns to launch their celebrations as if presenting a feast for the eyes in relay.

Despite various highlights, the festive celebrations across different regions spontaneously shared the features of hanfu — a traditional Chinese style of clothing — and flora appreciation.

On March 4, the festival was celebrated at the Wuhan Garden Expo Park in Central China's Hubei province, where more than 20,000 residents and tourists spent their springtime enjoying the charms of traditional Chinese culture.

Women dressed as flower goddesses at a Huazhao celebration in Jinan, Shandong province.[Photo provided to China Daily]

On the same day, in Xi'an, capital of Shaanxi province in Northwest China, a themed event showcased the appeal of Tang Dynasty customs and lifestyles at an immersive tourist experience zone. The event included a Huazhao-themed market, flora sightseeing and a vehicle parade featuring performers dressed as flower goddesses.

On March 11, the festival opened at Yuntai Mountain scenic area in Jiaozuo, Henan province. Performers dressed in hanfu staged ancient-style dances and played the fou, an ancient musical instrument. The celebrations will last until early April, with a variety of hanfu-themed activities lined up for each week, including a wedding performance and an ancient rites-accompanied music exhibition and performance.

On March 18, Huazhao celebrations were held at a scenic site in Kunming, Yunnan province in Southwest China. Among the highlights were Yunnan flora culture, traditional Chinese clothing and local customs.

The same day also witnessed the opening of the festival in Xuzhou, Jiangsu province, which recreated the pomp and ceremony in celebration of the festival, such as welcoming the flower goddesses and wearing flowers in people's hair.

On March 19, Nanning Garden Expo Park in the Guangxi Zhuang autonomous region hosted its second annual Huazhao Festival.

The event reached a climax when 12 flower goddesses, each representing a month of the year, arrived on-site. Concurrently, the festival opened in Shenzhen, Guangdong province, with hanfu enthusiasts on parade.

On March 23, Huazhao celebrations started at Dongping National Forest Park in Shanghai, where more than 2.5 million flowering plants in over 600 varieties are on display across its exhibition areas.

An Australian tourist ties a ribbon to a fence for good luck at a Huazhao-themed fair in Fuzhou, Fujian province, on March 11.[Photo/China News Service]

The event will last to May 3, with a variety of activities planned for its main venue in the park and sub-venues across 18 townships across the city's Chongming district.

In addition, the event's organizers have cooperated with scenic sites, hotels and bed-and-breakfast service providers, online shops and flower businesses to launch a slew of promotions.

On March 26, a series of cultural events began in celebration of the festival in Weifang, Shandong province.

"Before the first Yuntai Mountain Hanfu Huazhao Festival was held in 2018, we conducted research and learned that Huazhao is an alternative name of the second lunar month so Huazhao celebrations generally take place on the second, 12th or 15th day in the month," said Wu Peimeng, deputy manager of Jiaozuo Mount Yuntai Mountain Tourism Development."So we decided on hosting our Hanfu Huazhao Festival in the second lunar month — the period that is an ideal season for spring outings," he said.

This year, the Yuntai Mountain festival has added intangible cultural heritage experience programs to attract more tourists, including stove-boiled tea, competitions featuring suits of armor, archery and touhu, an ancient game of throwing arrows into a pitcher, according to Wu.

"Hosting the event helps our tourist structure improve. Currently, 90 percent of the tourists to Yuntai Mountain are the post-1995 generation and post-2000 generation, especially during Huazhao Festival," Wu said, adding that the festival also plays a key role in boosting shopping and caters to spending in nearby areas.

Tang Xiaoyun, vice-president of the China Tourism Academy, said Huazhao Festival is lesser known, compared with major traditional festivals, like Spring Festival.

"Its resurrection reflects the change in young people's aesthetic orientation, emotional needs and consumption preferences, and indicates their recognition of excellent traditional Chinese culture," Tang said. "Behind that is the growing cultural confidence among young people."

Zeng Bowei, director of the tourism economy and policy research center at Beijing Union University, told China Tourism News that flower appreciation has long been a tradition in springtime outings.

The festival adds a cultural touch to the economy centering on flower appreciation, Zeng noted.

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