On Oct 24, a new partnership formed in Beijing between the Qiandongnan government and China National Traditional Orchestra, which aims to bridge cultural industry growth with rural vitalization in Qiandongnan Miao and Dong autonomous prefecture, Southwest China's Guizhou province.
This initiative aligns with China's national strategy of using cultural industries to foster rural development, building new pathways for rural communities through cultural initiatives. With support from the Ministry of Culture and Tourism, as well as from research and corporate partners like Ctrip Group, the project will aim to enhance the talent and capabilities of Qiandongnan's art troupes. As part of this effort, new cultural tourism experiences will be designed, infusing music and traditional arts into local festivals, enhancing the tourism economy and cultural brand of the region.
This partnership builds on Qiandongnan's cultural achievements, including the success of the 2024 China (Qiandongnan) International Folk Song Choral Festival, co-hosted by the China National Traditional Orchestra in July. The festival, which gained significant international media coverage, bolstered Qiandongnan's reputation as a hub for cultural expression, adding to its "Village Super League" and "Village BA" basketball events that have also gained widespread popularity.
Moving forward, the partners aim to leverage Qiandongnan's rich musical heritage through diverse events, including music festivals, concerts, and music parks. Supporting the International Folk Song Choral Festival as a flagship event, they envision a unique "musical village" experience where traditional music, cultural performances, and heritage tourism converge to drive both local engagement and international interest.
The two sides will work closely with local artists in Qiandongnan, supporting the creation of musical works that authentically reflect ethnic culture and resonate with modern audiences. By blending tradition with contemporary relevance, the orchestra and local artists will create a narrative that connects local culture to broader audiences, showcasing the vitality and depth of Chinese traditional music.
The China National Traditional Orchestra has worked with Qiandongnan to preserve and promote ethnic music for over a decade, supporting grassroots cultural development. In 2012, the orchestra helped establish the Qiandongnan Ethnic Music Base, and since then, has deepened engagement with local communities through frequent exchanges and support for local artists.
In recent years, their outreach has expanded nationally. In collaboration with social media platforms, such as Douyin, the orchestra has reached remote schools in Guizhou, bringing music education and performance to rural children. As of September, over 1,748 livestream sessions have been held, reaching millions and raising funds to establish 26 music classrooms and provide traditional instruments like the erhu, guzheng, and bamboo flute for schools across Guizhou.
The China National Traditional Orchestra will co-host the inaugural China "Village Song" Carnival with the International Federation for Choral Music in 2025. This event, titled Traveling with Folk Songs, will connect Qiandongnan's culture to an international audience, promoting both local tourism and cross-cultural exchange.
Through this collaboration, Qiandongnan's cultural revitalization is primed to become a model for integrating cultural heritage with economic growth. As rural communities continue to develop through cultural tourism, the values of community pride and cultural continuity are set to define Qiandongnan's future, enhancing its status on the global cultural stage. This effort not only aims to sustain local traditions but foster a dynamic cultural economy that supports China's broader goals of building a modern civilization rooted in its rich cultural legacy.
