On October 15, the National Cultural Heritage Administration held a special press conference in Beijing titled “Exploring Cultural Heritage and Supporting Rural Development.” During the event, Deputy Director of the National Cultural Heritage Administration, Jie Bing, provided insights into the efforts made to preserve cultural heritage in urban and rural areas and their impact on enhancing the beauty of rural communities.
“At this press conference, we aim to shed light on our recent initiatives,” Jie said. “In recent years, the administration has been committed to aligning with the Central Committee’s mandate to effectively connect poverty alleviation achievements with rural revitalization. We are actively promoting systematic protection of cultural heritage across urban and rural areas.”
He elaborated on several measures being taken, which include protecting and inheriting tangible cultural resources, leveraging the ‘cultural heritage +’ concept to empower rural revitalization, preserving and promoting outstanding traditional farming culture, and encouraging widespread public engagement in these efforts.
To further support rural development, the National Cultural Heritage Administration has partnered with related organizations to initiate a “Charity Step Donation” activity. Funds raised through this initiative will be used for revitalization efforts in the Huaiyang District of Zhoukou City, Henan Province, a targeted support area for the administration. The official launch of the program is scheduled for October 18 in Huaiyang District.
Jie highlighted the administration’s commitment to targeted assistance as a significant political responsibility. “We are leveraging our cultural resource advantages to help consolidate and expand poverty alleviation efforts and comprehensively promote rural revitalization in Huaiyang District,” he stated. The administration has dispatched ten highly capable individuals with extensive leadership experience to participate in on-the-ground efforts. These team members are engaging with grassroots initiatives to uncover and reinforce Huaiyang’s historical and cultural value, exploring synergies between cultural heritage protection and leisure agriculture, as well as cultural tourism to bolster rural revitalization.
During the press conference, the administration, along with the Tencent Charity Foundation and the Huaiyang District government, signed a cooperation agreement for the “Charity Step Donation” initiative. Through this program, participants can donate their walking steps via the Tencent Charity platform, which will match donations at a certain ratio. The “Step Donation Mini Program” will also feature 16 world cultural heritage sites, such as the Liangzhu Ancient City and Longmen Grottoes, allowing participants to immerse themselves in both the beauty of movement and the allure of cultural heritage.
About the author