A performance is held during the Nantong Intangible Cultural Heritage Shopping Festival in Tangzhan Ancient Town. [Photo/Nantong Daily]

The Nantong Intangible Cultural Heritage Shopping Festival kicked off in Tangzhan Ancient Town in Nantong, East China's Jiangsu province, on June 9 to celebrate the 18th China's Cultural and Natural Heritage Day, which falls on June 10 this year.

Nearly 100 of the city's intangible cultural heritage items were on display at the festival.

People watch an opera during the Nantong Intangible Cultural Heritage Shopping Festival in Tangzhan Ancient Town. [Photo/Nantong Daily]

At the event, colorful homespun fabric, Nantong blue calico, and emulated embroidery form a delightful contrast with the delicious Eight Bowls of Seafood, Banjin pig's head meat, and Qiantao sesame cakes.

Sugar paintings, palm fiber weavings, Rugao perfume sachets, and other handmade products were especially appealing to visitors.

Promotional video about intangible cultural heritage in Nantong. [Video provided to en.nantong.gov.cn]

A promotional video about intangible cultural heritage in Nantong also made its debut at the festival, showcasing the innovative vitality of the city's intangible cultural heritage items.

During the two-day festival, 10 performances, including traditional dance, Haimen folk song, and Tongzi opera, were staged. There were also museums featuring intangible cultural heritage-themed exhibitions.

Tangzhan Ancient Town is bustling at night. [Photo/Nantong Daily]

The shopping festival, an important part of China's Cultural and Natural Heritage Day, is expected to offer dining, tours, shopping, and entertainment and tap into new consumption hot spots for the cultural and tourism industries.