The first China New Cultural and Creative Fair & Trendy Toy Carnival will take place in Beijing from May 15 to 24, offering the public a free, immersive experience blending traditional heritage, modern design and digital entertainment. The 10-day event is jointly guided by the Ministry of Culture and Tourism, the Ministry of Commerce and the Beijing Municipal Government, and organized by the city's publicity, culture, tourism and commerce authorities in conjunction with Chaoyang District.

Under the theme "Culture for Harmony, Creativity for Life, Trendy for the Future,"  the fair gathers over 10,000 cultural and creative products – commonly known as "wen chuang" in China – from 171 selected exhibitors. These include cultural and creative products, intangible cultural heritage (ICH) items, trendy designer toys (chao wan), original IPs, and digital tech installations from all 31 provinces and autonomous regions of China.

Major participants include the Palace Museum, the National Museum of China, the National Art Museum of China and the Capital Museum – all part of China's national "museum team." They are joined by central cultural enterprises such as the China Publishing Group and China International Cultural Communication Center, plus provincial cultural and creative groups and an ICH pavilion led by the China Intangible Cultural Heritage Museum.

Two thematic sections, "Eastern New Aesthetics" and "New Trendy Forces," showcase everything from intricate replicas of ancient phoenix crowns to revived jewelry inspired by Li Jingxun, a well-known figure from Sui Dynasty (581-618). The displays aim to present a dialogue between traditional Chinese aesthetics and contemporary trends.

Beyond shopping, the carnival features more than 100 live performances on over 10 indoor and outdoor stages, including folk art troupes from across China and national-level ensembles. Visitors can also enjoy night cruises, light shows, "mecha" parades and traditional processions such as the golden dragon cruise from Yangshuo in Guangxi region and the Muchuan straw dragon dance from Sichuan Province. Local street food from different regions will add to the festive atmosphere.

The event will be held at the eastern part of Chaoyang Park, covering the Chaoyang Museum of Urban Planning, the Weibo IN complex, and surrounding squares. Admission is free. Organizers say the fair is part of a major effort to boost cultural consumption and meet the public's growing demand for high-quality, innovative cultural products, while creating a new platform for China's creative industries.