The 1st Intangible Cultural Heritage Brand Conference was held in Guangzhou on July 27th, aiming to raise people’s awareness and protect the unique cultural practices found in Guangdong and China as a whole.
In line with this event, GPHL opened a new exhibition hall in its Shennong Herbal Garden on July 28th so that the public can come and experience the traditional practices maintained by this centuries old pharmaceutical company in China.
The conference was hosted by Guangdong’s Department of Culture, and attended by senior officials including Chentong, Director of the Intangible Cultural Heritage Division of China’s Ministry of Culture and Tourism, as well as practitioners and representatives from the enterprise.
Xian Jiaxiong, Deputy Party Chief of GPHL, presented at the conference and shared GPHL’s experience in protecting and promoting cultural heritages. He said GPHL is responsible for 9 elements inscribed on the Intangible Cultural Heritage register.
“We hope consumers can get in touch with the “fashionable features” of Chinese traditional medicine because we continually update our products and services to keep up with people’s fast-changing lifestyle and the recent technological developments,” said Xian.
Chen Tong led about 35 cultural experts to visit GPHL’s new exhibition hall after the conference. Accompanying this, the first batch of visitors, were Li Jinyun, Chairman of GPHL’s Labor Union, and Qiu Jianhua, Director of GPHL’s Cooperation Culture Department.
GPHL vividly introduces the nine elements of its intangible cultural heritage in the exhibition hall, which includes six national-level elements, such as Wanglaoji’s herbal tea culture and Chenliji traditional Chinese medicine culture, as well as three provincial elements, for example, Xiaochaihu’s production techniques.
In addition, a number of precious collections, such as the medicine bottle of Pangaoshou’s Shedan Chuanbei Pipa Gao (for moisturizing and relieve cough) made in 1930s are exhibited in the hall, which enables the visitors to see the brand’s heritage and learn of the curative effects of different traditional Chinese medicines.
Baiyunshan’s staff members demonstrate the production of Xiaochaihu (a type of traditional Chinese medicine that cures fever and improves the function of the liver and stomach), combining both traditional craftsmanship and modern skills in the process.
Chen Tong affirmed GPHL’s efforts in protecting intangible cultural heritage. GPHL has topped the list of Chinese pharmaceutical companies for several years now. The nine GPHL subsidiaries responsible for the intangible cultural elements have set up special management offices with representative inheritors recognized by the state.
Reported by Jasmine Yin, Rebecca Tao
Edited by Olivia Ouyang, Simon Haywood