Tour Theme:
From the Bazaar to the Live-Streaming Studio – An In-Depth Exploration of Intangible Cultural Heritage and the E-commerce Live-Streaming Industry in Southern Xinjiang
Core Concept:
Tracing the millennia-old heritage of intangible cultural traditions in Southern Xinjiang, we seek to uncover the secrets behind the modern e-commerce livestreaming industry, thereby exploring the cross-sectoral integration of traditional folk culture and the digital commerce economy. Through on-site experiences, industry visits and immersive study programmes, we aim to build a bridge between traditional craftsmanship and modern digital engagement, unlocking innovative approaches to cultural monetisation and industrial upgrading.
Project Highlights:
Delve deep into the essence of intangible cultural heritage in Kashgar, Southern Xinjiang, visiting the Earthenware Village and the Old City Bazaar to immerse yourself in traditional Uyghur handicrafts and the vibrant local market culture. Travel across regions to Yiwu and Hangzhou—two major e-commerce hubs—to explore the global centre for small commodity trade and the leading live-streaming e-commerce base, gaining first-hand insight into the operational model of the entire digital commerce industry chain. By seamlessly integrating intangible cultural heritage experiences with industrial research, the programme forms a comprehensive understanding of commercial development—spanning from the offline trading logic of traditional bazaars to the online traffic strategies of modern livestreaming studios. Carefully curated accommodation throughout the journey is complemented by a selection of regional specialities from both Xinjiang and Zhejiang, balancing the depth of cultural immersion with the professionalism of industrial exploration to create an immersive, cross-regional study tour experience.
Target Audience:
Suitable for those involved in cultural tourism, intangible cultural heritage, e-commerce live streaming, trade and investment, educational tours, and government and corporate study visits. We focus on the practical implementation of business solutions, from sourcing goods at bazaars to driving traffic to live streams. We also welcome collaboration and partnerships with fellow professionals in the tourism industry nationwide; those with relevant resources are equally encouraged to get in touch.
Day1: Arrival in Kashgar · A Millennium-Old City · The Silk Road Begins
Afternoon | Arrival and Settling In
Upon arrival in Kashgar, check in and take some time to rest and acclimatise to the regional and cultural environment of Southern Xinjiang, before embarking on a study tour exploring the culture and trade of the Silk Road.
Evening | First Experience of the Ancient City
Strolling around the outskirts of the ancient city of Kasha to soak up the evening atmosphere of this ancient Silk Road city and get a first taste of the distinctive Uyghur architecture and the bustling street life.
Evening | Itinerary Briefing and Cultural Introduction
A pre-trip briefing will be held to explain the upcoming itinerary, key points of the intangible cultural heritage experience and the focus of the e-commerce industry tour. A tour information pack will be distributed to prepare participants for an in-depth experience.
Key objectives of the study tour:
To acclimatise to the pace of life in Southern Xinjiang, gain an initial understanding of Kashgar’s Silk Road cultural and commercial heritage, and lay the groundwork for the study tour itinerary.
Day2: Discovering the Arts of Kashgar · Intangible Cultural Heritage Experiences · Exploring the Origins of the Bazaar
Morning | Intangible Cultural Heritage Workshop in Yengisar Earthenware Village
Departing from Kashgar, we head to Yengisar Earthenware Village (a round trip of 140 km, approximately 3 hours’ drive). We will explore this village renowned for its earthenware culture and trace the lineage of this intangible cultural heritage craft. Under the guidance of local potters, you will experience the basic process of shaping clay, feel the warmth of this millennia-old craft with your own hands, and appreciate the artistry and legacy of traditional craftsmanship.
Task List:
• Cultural Awareness:
Learn about the history of Yingjisha earthenware and its rise alongside the Silk Road, and explore the links between intangible cultural heritage techniques and Silk Road trade;
• Craft Experience: Immerse yourself in the process of making earthenware to gain an understanding of the logic and aesthetic essence of traditional craftsmanship;
• Observation and Reflection: Document the traditional trading practices in the earthenware village and compare them with modern commercial practices to identify differences and points of convergence.
Afternoon | An In-Depth Tour of Kashgar Old Town
Return to Kashgar and step into the Old Town to explore the world’s largest complex of adobe architecture. Marvel at the unique architectural style of the elevated dwellings and experience the blend of Uighur family life, traditional crafts and the vibrant atmosphere of everyday life.
Venture deep into the Kashgar Old Town Bazaar, browsing the handicraft, clothing and food bazaars. Listen to the clanging of copper smiths’ hammers and the sizzling of naan ovens, immersing yourself in the vibrant atmosphere of traditional street-level commerce and gaining an appreciation for the dual commercial and cultural value of the bazaar.
Evening | Night Tour of the Old Town · Immersive Experience
Take an evening stroll through the Old Town of Kashgar to admire the night-time scenery and experience an exotic atmosphere quite different from that of the daytime. Immerse yourself in the bustling atmosphere and deepen your understanding of the traditional commercial culture of Southern Xinjiang.
Key Focus of the Study Tour:
Gain an in-depth understanding of the intangible cultural heritage of earthenware craftsmanship in Southern Xinjiang; explore the traditional commercial dynamics of the Old City Bazaar in Kashgar; and uncover the commercial value and monetisation potential of traditional folk culture.
Day 3: Flight from Kashgar to Yiwu · A Journey Across Regions · The Launch of E-commerce
Morning | A Cross-Country Flight to the Capital of Small Commodities
We board a flight from Kashgar to Yiwu (flight time approximately 5.5 hours), travelling from the south to the north of China. Leaving behind the millennia-old traditions of trade in Southern Xinjiang, we head to the world-renowned hub of the modern small commodities trade, officially commencing our journey of discovery into the e-commerce industry.
Afternoon | In-depth tour of Yiwu International Trade City
Visiting Yiwu International Trade City—hailed as the ‘world’s supermarket’ and the world’s largest wholesale market for small commodities, boasting nearly 80,000 shops and over 2.1 million product varieties, with a trade network spanning 233 countries and regions.
Explore the market’s distinctive zones on the ground, immerse yourself in the dazzling array of small commodity retail formats, gain an in-depth understanding of the global trade and supply chain networks for small commodities, and witness first-hand the new business models enabled by digital technology, unlocking the secrets behind the development of e-commerce.
Key Focus of the Study Tour:
From traditional bazaars to modern small commodities wholesale markets, this module examines the evolution and transformation of offline commerce, whilst exploring the logic behind the integration of global small commodities supply chains and digital commerce.
Day 4: Study Tour in Yiwu · Cross-border E-commerce · Ancient Pottery, Modern Charm
Morning｜In-depth visit to the Yiwu Cross-border E-commerce Association
Visiting the Yiwu Cross-border E-commerce Association (approx. 2 hours) to gain an understanding of this core industry hub, which connects over 400,000 cross-border e-commerce businesses in Yiwu.
Learning about the Association’s consolidated resources for leading global cross-border platforms such as Amazon, AliExpress and TikTok Shop, as well as its end-to-end solutions covering platform onboarding, operational incubation, supply chain integration, and logistics, payments and compliance. Engage in a roundtable discussion with Association members to explore trends in cross-border e-commerce and key practical considerations.
Afternoon | Ancient Pottery Culture Experience in Gangyao Village
Head to Ganyao Village in Yiwu to explore the village’s millennium-old kilns, classical architecture and the Dongjin Ancient Trail, and immerse yourself in the atmosphere of this ancient village where pottery, opera and wine cultures converge. Experience pottery wheel throwing and DIY painting, create your own distinctive pottery pieces, compare the differences between the earthenware of Yingjisha in Southern Xinjiang and the pottery of the Jiangnan region, and reflect on modern innovations in traditional pottery and avenues for monetisation through e-commerce.
Evening | An Immersive Experience of Cuisine and History on West Gate Street
Head to West Gate Street in Yiwu to soak up the historical atmosphere of the Qi Family Mansion, sample local specialities, unwind amidst the food and bustling street life, and freely share your thoughts on the day’s e-commerce tour.
Key Focus of the Study Tour:
To gain an in-depth understanding of the operational models across the entire cross-border e-commerce industry chain; to explore opportunities for integrating traditional handicrafts with cross-border e-commerce; and to foster a convergence of ideas between intangible cultural heritage and modern cross-border commerce.
Day 5: From Yiwu to Hangzhou · Live broadcast tour · Wrap-up and return journey
Morning | Journey to Hangzhou · Visit a Leading Live-Streaming Hub
Travel from Yiwu to Hangzhou (approx. 2-hour drive) to embark on an immersive journey into live-streaming e-commerce content marketing. Visit Yao Wang X27 PARK—China’s first new consumer commercial complex integrating the digital and physical worlds, developed by an A-share listed company. In-depth tour of the park’s core areas (approx. 1–1.5 hours): Step inside the Celebrity-Endorsed Product Selection Centre and X27 Supermarket to recreate the full product selection process followed by live streamers; visit Yao Wang DreamHouse to learn about the company’s entrepreneurial journey and development; get an up-close look at a live streaming studio (subject to broadcast schedule) to experience the atmosphere of a live stream and understand the logic behind live-streaming e-commerce content marketing; try out professional live-streaming equipment such as the YoCar live-streaming vehicle to master the advanced techniques of live-streaming e-commerce.
Afternoon | Summary and Exchange · Returning Home with Rich Insights
A summary and exchange session on the live-streaming economy was held to review the key takeaways from the trip: from traditional trade at the bazaars of Southern Xinjiang, to the small commodities supply chain and cross-border e-commerce in Yiwu, and on to the leading live-streaming e-commerce platforms in Hangzhou, forming a comprehensive framework for commercial development; ideas on integrating traditional culture with live-streaming e-commerce were exchanged, and feasible pathways for cultural monetisation and industrial upgrading were explored. Following the session, the group set off on their return journey, bringing this cross-regional study tour to a close.
Key Focus of the Study Tour:
Delve into the heart of the leading live-streaming e-commerce industry, unlock the secrets of traffic generation and content marketing strategies, and compile a comprehensive study report on the transition from traditional commerce to modern digital e-commerce, thereby formulating actionable strategies for integrated development.
Personalised Service
• Professional cultural study tour mentors, e-commerce industry experts and dedicated tour guides are provided throughout the trip to ensure an in-depth and professional experience of intangible cultural heritage and industrial studies;
• A culinary journey spanning Xinjiang and Zhejiang, from the distinctive cuisine of the Uyghur people in Southern Xinjiang to the local flavours of Yiwu and Hangzhou, creating an immersive gastronomic experience;
• Provision of an exclusive study resource pack, comprising an intangible cultural heritage handbook, practical e-commerce industry guides and itinerary instructions, to help participants apply what they have learnt;
