To mark the upcoming Spring Festival, a festive cultural market was held this week at China Central Place in Beijing, bringing together intangible cultural heritage crafts, handmade goods, as well as food and beverages in a public setting.

A series of interactive activities was arranged alongside the market stalls, including workshops on traditional velvet flower making and paper-cutting. These hands-on sessions allowed visitors to engage directly with intangible cultural heritage techniques and gain a closer understanding of traditional craftsmanship.

Among the many booths, a newly established snack brand, Joben, drew steady attention from visitors. Its spicy beef jerky proved popular with market-goers. Founded by Sichuan native Huang Di, the brand was created in response to what she sees as growing demand among younger consumers for snacks made with quality ingredients and bold flavors.

Joben incorporates elements of Sichuan cuisine through products such as beef jerky, Huang said.

The event also featured a technology-driven attraction, where a robot wrote the Chinese character fu, symbolizing good fortune, for visitors on-site, combining traditional symbolism with contemporary technology.

Adding to the festive atmosphere was a gift-exchange activity open to the public. Office workers from nearby and visitors to the market brought Spring Festival-themed gifts and took part in an informal exchange, encouraging interaction among different groups and reinforcing the communal spirit of the holiday.