2026 Folk Culture Week Opens in Eshan She Ethnic Township, Hangzhou

The 2026 Eshan She Ethnic Township Folk Culture Week, held to celebrate the "Double Third Festival", kicked off on the evening of April 17 at Tonglu Central Square in Hangzhou. Under the theme of "She Township near the West Lake" (西湖边的畲乡), the event drew crowds of visitors eager to experience the unique charm of She ethnic culture.

Compared with previous editions, this year's Folk Culture Week placed greater emphasis on the integrated development model of culture, tourism and consumption. For the first time, Tonglu Central Square was set as the main venue, with activities also held at multiple experience sites. Leveraging Eshan's distinctive ethnic traditions and ecological resources, the event also introduced a specially designed one-day tour route themed "She Township near the West Lake.".

The event also featured livestream sales on platforms including the "Agricultural Expo Online" (网上农博), Douyin, and Xiaohongshu. Total visits exceeded 30,000, while combined online and offline sales topped RMB 100,000. Among the top-selling products was the free-range chicken raised in bamboo groves.

The event also brought together Hengcun Town and Zhongshan Township, marking another joint showcase by the "Hengmei Liangshan" Common Prosperity Alliance.

During the event, premium agricultural products from Hengcun Town, homestay offerings from Zhongshan Township, and Eshan's She ethnic culture were promoted together through co-branded packages, booths at each other's venues, and joint publicity campaigns, giving visitors access to the attractions and specialties of all three townships in one trip. 

"The Double Third Festival is not only the She ethnic group's New Year celebration, but also an important platform for us to showcase our culture and boost local development," said Lan Junjie, Deputy Secretary of the CPC Eshan She Ethnic Township Committee and Head of the Township. He added that the township will continue to develop the festival as a signature cultural brand, advancing the creative transformation and innovative development of ethnic culture and making "She Township near the West Lake" an increasingly attractive destination for visitors.