A New Year fair attracts many visitors in Taizhou, Zhejiang province. [Photo/taizhou.com.cn]

A New Year celebration event kicked off in Taizhou, Zhejiang province, on Dec 21. Running until the Chinese New Year, the event will come to all counties, county-level cities, and districts in Taizhou, allowing locals to partake in the vibrant celebration.

It is the second time that Taizhou has hosted such an event. After the UNESCO inscribed Spring Festival on the Intangible Cultural Heritage of Humanity list earlier this month, Taizhou decided to organize this year's activities around Spring Festival traditions, with a focus on Taizhou's distinctive flavors, to offer a culturally rich and joyous festive celebration.

The event's first stop was Gaosheng village, where a variety of activities such as a New Year goods fair, camping experiences, and intangible cultural heritage showcases were held.

At the bustling Suchengji booth, traditional snacks like peanut candies and pomelo crispy cakes were provided, which blended age-old craftsmanship with modern techniques. Meanwhile, three rice cake makers demonstrated the process of pounding and kneading rice cakes, captivating the audience with their expertise.

To show appreciation for participants, local authorities distributed 50,000-yuan-worth (around $6,800) of consumption vouchers on Dec 21 and 22, inviting everyone to enjoy the festive atmosphere and savor the unique flavors of Taizhou.