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The third Shanyin Chenghuang Temple Fair is packed with large crowds. [Photo/Tide News]

The third Shanyin Chenghuang Temple Fair, held from Dec 31 to Jan 3 in Shaoxing Ancient City, received a total of 412,000 visits over four days, with average daily attendance up 23.6 percent from the previous edition, driving over 52 million yuan ($7.44 million) in consumption.

The fair transformed the ancient city's streets into an immersive theater, as the grand Chenghuang parade brought together highlights of the city's intangible cultural heritage for the first time, featuring Xinchang dragon dances, Zhuji lion dances, and Shengzhou wind-and-percussion performances, and actors portraying historical figures who interacted with visitors, bringing history to life. Daily performances of Fan Li Opens the Market in front of Yuewang Terrace, alongside traditional opera and modern folk music in Fushan Park, created a fully integrated cultural feast.

The temple fair also proved to be a powerful engine for consumption. The "Shanyin Wonderful Market" featured over 200 stalls offering local snacks, intangible heritage crafts, and trendy collectibles, with more than 30 time-honored brands showcasing their products, tapping into the event's vibrant atmosphere. 

A temple fair reflects the revival path of an ancient city — where tradition comes alive, crowds gather, and consumption thrives. A confident, youthful, and open "living ancient city" is stepping onto a broader stage.