The 2026 Yangtze River Delta Culture and Tourism Fair opened today at the city square of the Oriental Pearl TV Tower in the Pudong New Area, transforming Shanghai's landmark attraction into a vibrant showcase of intangible cultural heritage (ICH) and tourism splendor.

The three-day fair features about 60 booths, showcasing local specialties, ICH craftsmanship, tourism routes, and distinctive cuisines from Shanghai and Jiangsu, Zhejiang, Anhui, Sichuan and Yunnan provinces as well as the Xinjiang Uygur Autonomous Region.

Changzhou in neighboring Jiangsu Province is showcasing national-level ICH works such as stitched needle embroidery, comb hairpin carving, and green bamboo carving. Yangzhou's classic Geyuan Garden presents ICH performances and immersive garden experiences, while Nanjing displays its velvet flower and golden wood leaf bowl techniques.

Shanghai's exhibition area has emerged as a major attraction. The "Shanghai Cute Masters" IP, launched by the Shanghai Administration of Culture and Tourism for the 2026 Year of the Horse, features popular animal characters, including pony Piao Piao, chimpanzee Ding Ding, Bengal tiger Hong Tang, and brown bear siblings Jun Jun and Mei Mei.

The fair has set up a dedicated zone with interactive activities. Shanghai Zoo is showcasing limited-edition cultural creations such as postcards, gibbon dolls, and special Year of the Horse postcards, beloved of families.

Shanghai Wild Animal Park has introduced cute masters series merchandise featuring pony Piao Piao and chimpanzee Ding Ding, along with popular items like red panda Xi Xi and kangaroo Gang Zi cultural creations and fridge magnets.

Meanwhile, the "Cute Masters" photo exhibition is on display at the Oriental Pearl TV Tower's 4.2-meter city corridor until May 23.

If you go:

Date: Through April 26, 9am-5pm

Admission: Free

Address: 1 Century Avenue, Pudong New Area

浦东新区世纪大道1号‌