The grand celebrations for Sanyuesan Festival kick off in Lishui, Zhejiang province. [Photo/Tide News]

The grand celebrations for Sanyuesan Festival were held from March 29 to 31 in Jingning She autonomous county, Lishui, Zhejiang province, drawing many visitors to experience its cultural charm.

Sanyuesan Festival is a traditional festival of the She ethnic group, which has evolved into a major cultural event over its 18-year history, now attracting more than 200,000 attendees each year.

This year's festival centered on a grand parade, with nine processions that blended She ethnic culture, local Huiming Tea traditions, and modern elements like rock music. Visitors participated in the parade, joining the She people.

A grand parade is on for celebrating Sanyuesan Festival in Lishui, Zhejiang province. [Photo/Tide News]

In addition to the parade, the festival included traditional games and folk displays. New attractions included trying on She clothing, sampling local dishes, tasting Huiming Tea, and browsing cultural products.

The event also partnered with more than 40 companies, including Alibaba and Joy Group, to introduce co-branded items like She-inspired eye shadow palettes and silk scarves, integrating She cultural symbols into tourism and commerce.

In 2008, Jingning's Sanyuesan Festival was listed as a national intangible cultural heritage item.