The first "Guiyang Gifts" flagship store themed around intangible cultural heritage (ICH) opened on July 26 at Yuejie Cinema in Guiyang, capital of Southwest China's Guizhou province. Blending cultural creativity, ICH, and film, the store offers a fresh, immersive space that combines local traditions with modern trends.

"Guiyang Gifts" at Yuejie Cinema exhibits a stunning array of ICH-inspired products. [Photo/WeChat account of Guiyang Fabu]

Located on the second floor of the cinema, the store features eye-catching ICH-inspired cultural products and traditional batik works. A special "Film×ICH" interactive zone creatively integrates classic movie scenes with Guiyang's ICH elements, offering visitors a unique cultural experience.

"Guiyang Gifts" will strengthen brand collaborations and launch co-branded packages with Yuejie Cinema to meet visitors' growing interest in culture and quality shopping. The initiative aims to bring new energy to Guiyang's culture and tourism industry.

At the opening ceremony, the Guiyang City Gifts Association awarded plaques to the first 100 authorized "Guiyang Gifts" stores, highlighting the brand's strong momentum and promising future.