During the Dragon Boat Festival, student volunteers from the Business School of Beijing Technology and Business University participated in a cultural event at Huangshan Store Village in Fangshan District—a nationally recognized “Most Beautiful Leisure Village” located in Zhoukoudian Town—featured on CCTV-13 News Channel. Dressed in Hanfu, they served as young ambassadors of intangible cultural heritage, promoting traditional customs through interactive experiences. At the "National Style and Grace · Zongqing in Mountain Scenery" event, they applied professional knowledge and enthusiasm to bridge ancient craftsmanship with contemporary engagement, exemplifying the effective model of university-community collaboration in supporting rural revitalization. Their involvement brought dynamic youth energy and cultural vitality to the festival’s celebrations.
Business School students actively participated in this unique Dragon Boat Festival event in three distinct roles, contributing to cultural preservation, community engagement, and educational outreach.
At the Red Basket Catering Department in Po Feng Ling, student volunteers served as traditional etiquette instructors in an ancient-style archery area, facilitating cultural engagement through interactive heritage activities.
Wooden arrows were cast with care, producing clear resonant sounds as they entered the ear of the pot. Under patient guidance, children engaged in laughter and play while experiencing the elegance of the “Six Arts of the Gentleman” and connecting with the enduring legacy of China’s millennia-old ritual and music civilization.
At the stone house platform nestled amidst the clouds, the cultural significance of intangible heritage was vividly showcased. Students assisted visitors in crafting traditional Chinese herbal sachets, infusing the air with the aromatic scent of mugwort—a practice symbolizing protection from harm and the invitation of blessings. Through guided participation, attendees engaged with the art ofIntangible Cultural Heritage - Zan Flower Art, as intricate floral hairpins were delicately assembled and worn, bringing millennia-old aesthetic traditions within reach. Handwoven bamboo boats, inscribed with personal wishes, were released to float gently downstream, embodying hopes for prosperity. Nearby, at the Fairy Forest Plaza, the activity of "fishing for zongzi" unfolded, where children cast silver-hued hooks into the air, merging playful engagement with cultural experience. This integration of interactive elements highlighted a seamless fusion of tradition, education, and community involvement.
At the specialty booth of the Red Basket Catering Department, business acumen was brought to life in a rural setting. Students demonstrated professional competence in cash handling and actively promoted local specialties from Huangshan Store—such as hawthorn juice and tofu—highlighting their distinctive “rustic flavors.” Combined with an organized stall layout and sincere customer service, these efforts contributed to creating authentic and memorable Dragon Boat Festival experiences for visitors, effectively demonstrating the practical value of business theory through community-based application.
This is not merely a festive celebration, but also a meaningful continuation of the deep-rooted partnership between the local community and the academic institution. Huangshan Store Village—recognized as a “Water Beautiful Homeland,” “China’s Most Beautiful Leisure Village,” and a “Xinhua News Agency China Brand Rural Revitalization Demonstration Base”—has established a sustained collaboration with the Business School of Beijing Technology and Business University. Faculty members and students have consistently contributed professional expertise to the village through diverse initiatives, including volunteer services, social practice programs, and government internships. Their support spans key areas such as cultural tourism promotion, tourism planning, live-streaming e-commerce, cultural and creative product development, and training and consulting services, effectively bridging academic knowledge with rural development needs.
Going forward, members of the Business School will continue to deepen their engagement with this vibrant rural community. Equipped with enhanced professional competencies and sustained youthful dedication, they will make meaningful contributions to Huangshan Store’s rural tourism revitalization journey. Through enduring collaboration between the institution and the local area, they aim to co-create a new chapter of impact—leveraging business expertise to unlock the inherent potential of rural development and drive sustainable transformation.