The Mid-Autumn Festival carries profound cultural memories and a shared sense of identity among the Chinese people. How to expand traditional festivals beyond family reunion settings and into broader public cultural spaces has become a key issue in the integrated development of culture, commerce, and tourism.

On August 28th, the "A Canton Odyssey for Mid-Autumn" and "Lighting Up Global Mid-Autumn Wishes" cultural campaign was officially launched at the Canton Tower. The campaign built a multi-channel communication network comprising the main venue at the Canton Tower, comprehensive online coverage, a satellite event in the United States, and collaborations with universities. On August 28th (New York time), Mid-Autumn-themed visuals appeared on the giant screens in Times Square, while mooncake tasting sessions and a folk-themed flash mob took place simultaneously in Manhattan's Chinatown, attracting both local Chinese residents and international tourists.

The event created a two-way interaction across the ocean through "Wish Blind Boxes": blessings written at the Canton Tower were placed into blind boxes at the New York pop-up site, while messages from overseas participants were randomly sent back to China to be passed on to the next participant to light up a wish. Through a single card carrying warmth from a hundred cities, the Mid-Autumn Festival was able to transcend regional customs and become an emotional bond connecting people from diverse cultural backgrounds. This two-way interaction, centered on traditional festival culture, pioneered a vivid and practical path for the international dissemination of Chinese culture.

Since its debut in 2023, the cultural IP "A Canton Odyssey for Mid-Autumn" has been continuously upgraded. This year, it achieved cross-border collaboration between domestic and overseas events, shifting the dissemination of intangible cultural heritage from mere skill-based displays to deep emotional resonance, thereby elevating the Mid-Autumn Festival from a regional custom to a cultural event with broad public significance.

非遗技艺与城市地标共融，广州塔开启中秋文化沉浸体验

中秋佳节承载着中华民族深厚的文化记忆与情感认同。如何让传统节日突破家庭团圆场景，走向更广阔的公共文化空间，成为文商旅融合发展的重要命题。

8月28日，“穿粤记之寻味中秋”暨“点亮全球中秋心意”文化行动在广州塔正式启动。此次行动构建了广州塔主会场、线上全域覆盖、美国分会场落地和高校联动的传播矩阵。纽约时间8月28日，中秋主题画面登陆时代广场大屏，曼哈顿唐人街同步举办月饼品鉴与民俗快闪活动，吸引当地华人与国际游客驻足。

活动以“心意盲盒”打造跨洋双向互动——在广州塔写下的祝福封入纽约快闪点的盲盒中；海外参与者的寄语亦随机传回国内，交予下一位点亮心意的参与者。一张卡片承载百城暖意，让中秋超越地域民俗，成为连接不同文化背景人群的情感纽带。以传统节日文化为媒的双向互动，为中华文化的国际传播探索了生动实践路径。

据悉，“穿粤记之寻味中秋”文化IP自2023年面世以来持续升级，到今年实现海内外联动，推动非遗传播从技艺展示走向情感共鸣，让中秋从地域民俗升级为更具公共性的文化事件。

文、图｜记者 刘星彤（部分图片由主办方提供）
译｜黄健新
英文审校｜曾敏