Time-honored brands, cultural heritage in the spotlight

As a part of the efforts to organize an even better event, the second China International Import Expo is adding a new exhibition category featuring the country's time-honored brands and examples of intangible cultural heritage.

With a total exhibition space of 3,894 square meters, more than 170 traditional brands and examples of cultural heritage collected from 17 cities and provinces are displayed. Aside from a list of 97 shows running throughout the six-day event at the 200-square-meter central stage, there will also be live presentations, workshops, and artificial intelligence simulations curated around the exhibits.

Ten of the exhibited programs are world-class examples of intangible cultural heritage that have been listed by UNESCO. They include Chinese paper cutting, shadow puppets, and the construction of Chinese wooden structures.

"As the expo has built a reputation as a global platform to showcase the best developments, we think it's also important for China, the host, to present what we have as the best," said Wang Yuxian, senior operations manager of the National Exhibition and Convention Center (Shanghai), where the expo takes place.

One of the highlights of the category is the world's largest hotpot, which has a diameter of 10 meters and weighs 13 metric tons. Resembling a swimming pool, the giant pot can cater for 56 diners at a time, each of whom would have an exclusive mini pot in which to dip their food.

This is the second time the pot has appeared at an international fair, after its debut at the 2015 Milan World Expo.

According to Li Xiaojuan, marketing manager of the Dezhuang Hotpot Industry Group, which sponsored the construction and exhibition of the huge pot together with Chongqing municipal government, the company is also planning to reach a deal with foreign food companies, mainly trading in beef and lamb, worth 150 million yuan ($21 million).

At the exhibition booth dedicated to Shanghai's craftsmanship and heritage, fashion crossovers and creative collaborations are the main themes. Rural art, mainly colorful paintings depicting the idyllic lifestyle and landscape of the suburban area of Shanghai, has been adopted by Phoenix bicycles, a local time-honored brand, and silk scarves from Shang Xia, a luxury brand in which Hermes has invested.

"There has been much discussion about how to regenerate the traditional craftsmanship. We hope by having a presence at the expo, more people and companies will join us to give old techniques a new life," said Zhuang Qin, who is in charge of the Shanghai exhibition booth.

Heritage aside, there are also two new outdoor areas set up within the center for the expo for self-driving cars and snow sports. Both are open to visitors and exhibitors, with reservations required.