Today marks China's traditional Dragon Boat Festival. People celebrate by making sticky rice bundles and - as the name suggests - by taking part in Dragon Boat races. It's to honor the historical figure, Qu Yuan - a poet who lived 23-hundred years ago during China's Warring State period. He was a minister of the Chu State, a kingdom in present-day Hunan and Hubei provinces before the first Chinese Empire was founded. CGTN's Zhao Yunfei has more on the poet's story from his hometown in Hubei.

It's a history that the Chinese have held in high regard for thousands of years. Many people pay sincere tribute to Qu Yuan during Duanwu Festival. The ancient patriot and poet immersed himself in the river after the Dynasty he served perished. The act of racing to search for his body in boats gradually became the cultural tradition of dragon boat festival.

ZHENG CHENGZHI INTANGIBLE CULTURAL HERITAGE INHERITOR "A person's sacrificial day becomes a national festival. Qu Yuan's loyalty and integrity are learned by Chinese descendants. His poems built a foundation for Chinese literature."

The organizer of this event even broke a world record by gathering the most people to wrap sticky rice bundles. Nearly 10,000, aged between 5 and 70, shared joyful moments in making their favorite food ahead of the holiday. Local officials say the activity is not just for fun, but to raise people's awareness of collectivism.

YANG YONG HEAD OF ZIGUI COUNTY, HUBEI PROVINCE "We use a creative approach to promote the traditional culture. The industrialized food culture can eventually serve the economy."

The county's tourism industry is just getting started with a total income of nearly 2 billion US dollars last year.

LIU MEI HEAD OF CULTURE AND TOURISM BUREAU, ZIGUI COUNTY "You can't develop a tourism industry just for the fun of it. It should have its soul. Now, local natural resources have been almost exploited. We must dig out the most distinctive local culture to create a diversity in tourism."

ZHAO YUNFEI ZIGUI COUNTY, HUBEI PROVINCE "It's a Chinese county that has its roots in Duanwu culture. People here are proud of their identities and the town counts on its tourism industry. But the Duanwu festival only lasts for a month every year in the early summer. That's why the local government is branding its intangible cultural heritage for the town's long-lasting vitality. Zhao Yunfei, CGTN, Zigui County, Hubei Province."