By Lu Xinyan

Ningbo's intangible cultural heritage was presented at the Florence International Handicrafts Exhibition (MIDA), which opened in Italy on April 25, marking the first official appearance of cultural heritage items from Zhenhai District in the country.

Representing Zhenhai, the Red Peony Academy of Chinese Painting and Calligraphy, together with the "Hi Craft" cultural brand, took part in MIDA, an event that draws artisans and professional visitors from Italy and abroad each year.

At the exhibition, Jiang Hongsheng, head of the Red Peony Calligraphy International Exchange Association, demonstrated traditional Chinese painting and calligraphy, attracting steady interest from visitors. Many stopped to watch and take part in hands-on calligraphy sessions.

"I am honored to be invited. There is strong interest in traditional Chinese calligraphy and painting," Jiang said, adding that the booth had seen a high volume of visitors since the opening.

In addition to live demonstrations, Jiang also introduced more than 10 cultural heritage-inspired products from Zhenhai, including farmer paintings from Xiepu, bamboo wind chimes, traditional fans, and handbags. Visitors and exhibitors alike showed interest in the origins and production techniques of the items.

The exhibition forms part of Ningbo's broader push to promote its culture overseas. A city-backed initiative encouraging local companies and cultural brands to expand internationally was named among the "Top Ten Outstanding Cases for International Communication" by the China International Publishing Group last year.

Zhenhai has in recent years developed its "Hi Craft" brand as part of its longterm efforts to promote intangible cultural heritage through creative products. The brand has been featured at exhibitions in countries including Spain, Hungary and the United States, and earlier this year appeared at a New Year event in Barcelona.