As the cherry blossoms bloom, the city of Hebi in Henan province offers visitors an annual festival dedicated to strolling through the drifting petals, past stalls selling local delicacies, with live music playing in the background.

This year, the 11th Hebi Cherry Blossom Festival hosted its opening ceremony on April 2. The festival, which will run until April 21, includes interactive experiences, performances and markets, as well as three business forums to discuss the integration of culture, technology and tourism.

According to Wang Junwei, deputy head of the Hebi Cherry Blossom Culture Association, the city has been associated with the flower since the Shang Dynasty (c. 16th century-11th century BC). Cherry trees were planted at the imperial palace in Zhaoge, then the capital city, which is located in Qixian county.

"Since 2006, Hebi has been planting cherry trees on a large scale along Huaxia South Road in the city center. Now, there are more than 300,000 cherry trees in 87 different varieties in the city," Wang says.

As the blossoms became an annual attraction, the festival was launched in 2015. The road, which is around 4 kilometers in length with 17 cherry tree varieties, was named "China's most beautiful cherry blossom avenue "in 2016 by the China Cherry Industry Association.

"When the first edition was held, it attracted tens of thousands of visitors, but after a decade of development, we registered 2.16 million visitors last year," Wang says.

The festival seeks to boost cultural tourism and economic development through cultural events, live performances, and interactive technological experiences.

This year's festival is placing a stronger emphasis on traditional aesthetics through a series of immersive experiences.

As they stroll through the cherry blossoms, visitors are encouraged to don hanfu (traditional attire) and enjoy live performances of traditional instruments such as the guzheng (a plucked zither) and the pipa (a four-string lute), and enjoy excerpts from Yuju Opera, a local tradition.

Apart from Chinese classical music and dance, a variety of performances are on offer, including an intangible Kazak cultural heritage dance form, pop performances, and a drum ensemble.

In addition to the blossoms, there are cultural markets, a recurring festival component, with handicraft stalls, street food, and regional specialties.

At the New Century Plaza, an installation space covering an area of around 300 square meters offers a virtual cherry blossom viewing experience. Digital projections bring to life the way ancient Chinese viewed the flower, as recorded in texts, and in a journey of cultural exploration and scientific education for children, illustrate the life cycle of the blossoms.

According to Wu Erchuan, chief director of the festival, this year marks a significant shift in the festival's organization, as the team has adopted a more market-oriented approach.

Shopping districts and e-commerce platforms have introduced discounts on accommodation, dining, entertainment and shopping, which can be used with government-issued consumer vouchers and corporate discount packages.

The organizers spent five months developing activities that promote traditional culture tailored to the tastes of the younger generations, as well as designing cultural merchandise related to cherry blossoms and regional culture.

"We've launched a range of creative cultural products based on the two mascots we designed last year, including dolls, cherry blossom-themed mugs, soaps and teas. We're also integrating these products with local agricultural goods to promote Hebi's farming industry," Wu says.

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