Children views rubbing works during a fair featuring intangible cultural heritage and Chinese New Year goods in Hangzhou, East China's Zhejiang province, on Jan 24. [Photo/WeChat account: hzculturalcenter]

Kicking off in Hangzhou on Jan 24, the event blends traditional festivities with modern trends, offering visitors an immersive experience of cultural crafts, holiday shopping, and folk performances.

People are pictured during a fair featuring intangible cultural heritage and Chinese New Year goods in Hangzhou, East China's Zhejiang province, on Jan 24. [Photo/WeChat account: hzculturalcenter]

People are pictured during a fair featuring intangible cultural heritage and Chinese New Year goods in Hangzhou, East China's Zhejiang province, on Jan 24. [Photo/WeChat account: hzculturalcenter]

People are pictured during a fair featuring intangible cultural heritage and Chinese New Year goods in Hangzhou, East China's Zhejiang province, on Jan 24. [Photo/WeChat account: hzculturalcenter]

This photo taken on Jan 24 shows a lion dance performance during a fair featuring intangible cultural heritage and Chinese New Year goods in Hangzhou, East China's Zhejiang province, on Jan 24. [Photo/WeChat account: hzculturalcenter]