Changning district in Shanghai launched a series of Spring Festival activities on Monday, presenting a grand feast of Shanghai-style New Year customs for citizens and tourists.

The activities include viewing art exhibitions, appreciating intangible cultural heritage, watching performances, visiting zoos, hiking, shopping and appreciating delicious food. 

As a featured prelude activity, Changning culture and tourism bureau joined hands with bicycle brand Forever 1940, and invited 10 professional cyclists to set off from the main venue of the event, follow the carefully designed route of about 15 kilometers, visit various cultural and tourism spots scattered throughout Changning district that contain "horse" elements, such as the horse landscape sculpture on Zhongshan West Road and the zebra-shaped bridge pillars in Rucker Park on Hami Road, transforming cultural exploration into an offline puzzle game for everyone to participate in, and conveying good wishes for the Chinese New Year.

Du Xinyu, people in charge of the marketing department of Forever 1940, said: "From this activity, we hope to convey the good wish for the New Year to visitors, and we also hope that more consumers get to know our brand."

According to Changning culture and tourism bureau, the activities will last between Jan 26 and Mar 3. Three zones — Columbia Circle, The Place and Shanghai Zoo will be carefully decorated, deeply integrating cultural, intangible cultural heritage, and exhibition resources, and creating a strong festive atmosphere.

Huang Hua, deputy head of Changning culture and tourism bureau, said: "We encourage tourists from home and abroad to spend their Spring Festival in Shanghai. Therefore, we launch the Spring Festival activities in advance, so that tourists can book their tickets and hotels before hand."

"We warmly welcome all citizens and tourists to visit Changning during the Spring Festival, to experience the warmth of the city and its rich cultural heritage, to savor the unique charm of Shanghai-style New Year customs, and to welcome the vibrant Year of the Horse," she said.

zhengyiran@chinadaily.com.cn