New World China Land ("NWCL"; stock code: 917.HK) joined hands with a team of art professors from Tsinghua University and Chinese Culture Management Association to launch the nationwideevent New World．City Trace Memories - A Tribute to Intangible Cultural Heritage in China. Its opening ceremony was held in Huaiyuan Square, Huaiyin District, Jinan, Shandong Province.
New World．City Trace Memories aims at heightening the public's interest in and consciousness of traditional culture through reinterpreting the intangible cultural heritages of seven regions in the form of contemporary sculpture. The selected regions include Liaoning, Shandong, Hubei, Sichuan, Huizhou, Guangdong and Hainan.The event will run for four months.
Yin Dong, Deputy Head of Huaiyin District,Jinan, Shandong Province, Chang Pijun, Deputy Director of National Library of China and Deputy Secretary of the CPC Committee of the NLC, Wingo Chan, Northern District Regional Chief Executive of New World China Land officiated at the ceremony. There were about 100 guests who attended the event, including Wong See-yuen, Chengdu Regional Chief Executive of New World China Land, representatives from Tsinghua University, Chinese Culture Management Association and community owners.
In order to allow the public to gain a better understanding of the intangible cultural heritage project, two onlinecontests, namely The most attractive intangible cultural heritage project and My favourite sculptural design, were launched. On 23 September, a candidate list of the intangible cultural heritage from seven provinces provided by Chinese Culture Management Association will be uploadedonto the event's official website www.nwcl-newlife.com for the public to vote, while experts' comments will also be taken into consideration. In November, the team of art professors from Tsinghua University will create sculptures based on the nominated items, and the final art pieces will be exhibited in Shenyang, Jinan, Wuhan, Chengdu, Guiyang, Guangzhou and Haikou.
During the event, the public can participate in the interactive activities launched by the official Sina Weibo@新世界_新生活or Wechat新世界_新生活and express opinions with regards to the city culture or upload old photos. Lucky prizes will be presented to participants.
Official website of the event: www.nwcl-newlife.com
Official Sina Weibo of the event: @新世界_新生活