On the night of August 24, Mount Danxiashan sparkled under a sky full of stars, as crowds gathered for the grand opening of the "Danxia Romantic Carnival and Weekend Market · Danxia Fair." Jointly organized by Shaoguan Municipal Government, the Culture, Media, Tourism and Sports Bureau of Shaoguan Municipality and Danxiashan Administrative Committee, this event is a pioneering effort to bring an agricultural fair into a national 5A-level tourist attraction. It aims to implement and support the "high-quality development project for hundreds of counties, thousands of towns, and tens of thousands of villages" and the Green and Beautiful Guangdong ecological initiative, promoting the integration of agriculture, culture, and tourism, while also supporting Mount Danxiashan’s bid to become a national park. The event brought the diverse agricultural products and cultural tourism offerings of northern Guangdong to a nationwide audience.
The fair featured over 100 exhibitors showcasing thousands of top-quality agricultural products from Shaoguan, unique handmade items from intangible cultural heritage, and authentic Shaozhou Hakka delicacies. Popular products included spring water-grown rice, organic camellia oil, Jinsha tea, Jiudihang mountain products, and Zaixiang noodles, all handpicked by the Shaoguan Agriculture and Rural Affairs Bureau and the Supply and Marketing Cooperative Federation. Visitors flocked to try specialty foods such as Changjiang rice cakes, Baitu mooncakes, Danxia firewood mooncakes, and Danxia herbal jelly, as well as traditional crafts like wood-fired pottery, She ethnic embroidery, and Danxia Ormosia products, selected by the Culture, Media, Tourism and Sports Bureau of Shaoguan Municipality and Renhua County. The atmosphere was further enlivened by a local band performing popular songs, drawing visitors to join in. Lively performances of traditional fire dragon dances, fun local product ring-toss games, and a trendy trunk market added to the excitement, attracting a large crowd of locals and tourists.
During the opening ceremony, a signing event was held to announce the first authorized partners of Danxiashan UGGp brand. Representatives from four agricultural, cultural, tourism, and media companies: Shaoguan Transportation and Tourism Investment Co., Group, Guangdong Broadcasting Network Shaoguan Branch, Shaoguan Supply and Marketing Cooperative Co., Group, and Shaoguan Xiangyuan Danxiashan Tourism Co., Ltd. Signed agreements with Danxiashan Administrative Committee, officially becoming strategic partners to promote the Danxiashan brand and deepen the integration of agriculture, culture, and tourism. Together, they aim to elevate Shaoguan’s premium agricultural products and cultural tourism resources to the global stage.
In addition, the event launched the 2024 "Capture the Beauty of Danxia" short video competition, bringing together over 100 photographers, drone operators, and influencers from across the country. These creators gathered to share ideas and collaborate, all united in their mission to capture the breathtaking beauty of Danxiashan and show the unique charm of Shaoguan. Highlights from last year’s competition were displayed, and attendees were invited to participate by posting videos under the "Capture the Beauty of Danxia" hashtag. The competition also offered a collaboration platform where influencers could partner with agricultural and tourism businesses, blending their significant online followings with the promotion of these local products.
As the market officially opened, thousands of tourists and locals flooded the "Danxia Fair," filling the venue with excitement. Booths nestled among the stunning mountain scenery bustled with visitors sampling local delicacies, purchasing specialty products, and exploring rich intangible cultural heritage offerings. To enhance the festive atmosphere, organizers prepared thousands of gifts and over 10,000 cultural tourism discount vouchers, with a total value nearing 5 million RMB, to be distributed through raffles. This allowed visitors to enjoy the joy of shopping while embracing the festive spirit.
The successful launch of the event not only showed Shaoguan’s rich agricultural and cultural tourism resources, but also highlighted the unique allure of Danxiashan. It injected fresh energy into the region’s agriculture-tourism integration, pioneering a new model that combines traditional, new, and self-media with local agricultural and tourism products. This enriching experience lets visitors explore the natural beauty of the mountains by day and enjoy the lively night market, performances, and specialty products by night.
