On May 10th, the 2026 "Paddy Flower Sea" brand promotion season and neighborhood festival was launched in the protective cultivation area for West Beijing Rice in Haidian District's Shangzhuang Town. The event, organized in a carnival format, presented a cultural feast blending traditional charm with modern flair for the public and visitors. On May 10th, at the Paddy Flower Sea Park in Shangzhuang Town, a nearly 100-meter-long dragon kite soared into the sky.
The promotion season featured four main functional zones: a Creative Market Area, a Cultural Experience Area, a Technology and Innovation Interactive Area, and a Main Stage Performance Area. The Creative Market Area combined food, drink, entertainment, and shopping, allowing visitors to participate in a "Scan for Treasure" activity while exploring, unlocking secret commands from intangible cultural heritage shopkeepers, and winning digital collectibles as "Shopkeeper's Thanks." Visitors took photos amidst the golden rapeseed flowers.
The Cultural Experience Area hosted displays on "Kites and Intangible Cultural Heritage," an ethnic unity corridor, and neighborhood festival check-in points. By using their phones' NFC sensing, visitors could engage in an AR kite immersive interaction and generate personalized "Unity Knot" themed posters. A quiet reading session was also held simultaneously on-site, featuring activities like book sharing, parent-child reading, and used book exchanges. Performers showcased the intangible cultural heritage Cao-style kites during a performance.
During the opening show, a robot vocal performance titled "Decoding Shangzhuang" interpreted the pastoral charm and cultural heritage of Shangzhuang Town. In the Technology and Innovation Interactive Area, fun projects such as bionic robots, VR immersive experiences, and science challenge competitions were set up. The "Silent Painter" robotic drawing arm attracted significant attention, allowing tourists to strike a pose and have a personalized artwork generated on the spot, which could be taken home for free as a keepsake. A vocal performer and a robot shared the stage for the "Decoding Shangzhuang" act.
Liu Tao, Deputy Party Secretary and Mayor of Shangzhuang Town, stated that this "Paddy Flower Sea" brand promotion season uses flowers as a medium and rice as its soul, collectively showcasing the town's new commitment to ecological priority and green development. The concurrent Beijing-Tianjin-Hebei kite exhibition event connects the friendship and craftsmanship across the three regions, serving both as a living inheritance of intangible cultural heritage and a cultural achievement of regional coordinated development.
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