A festive and upbeat folk concert raised the curtain on the Second Shandong Cultural Consumption Season on July 20 in Jinan, capital of Shandong province.

Lasting from July to October, the Shandong Cultural Consumption Season is organized by the Shandong provincial department of culture to promote the province's unique cultural atmosphere, create a favorable environment for stimulating cultural consumption, demonstrate the growing power of local consumers, boost regional cultural industry development, as well as foster cultural consumption as a new economic growth point.

According to Wang Lei, head of the Shandong provincial department of culture, this year's event comprises of six sections of activities that will be carried out both online and offline in the province's 17 cities. The activities will include cultural tourism, fine arts exhibitions, experiential activities for traditional Chinese handicrafts and digital culture sharing, in a bid to enrich local residents' lives as well as motivate the development of the regional cultural industry.

"We should make full use of Shandong's rich and colorful cultural resources and strengthen the exploration and interpretation of excellent Chinese traditional culture," said Yu Jie, vice governor of Shandong province at the opening ceremony.

"The event will help fuel the innovation and creation of cultural industry and provide the public with rich spiritual food and diversified cultural products and services".

The opening concert was staged by the Shandong Song and Dance Theatre's traditional music orchestra, which was also designed to commemorate the 40th anniversary of China's reform and opening-up.

Yu Jie, vice governor of Shandong province, delivers a speech at the opening ceremony of the Second Shandong Cultural Consumption Season on July 20 in Jinan, capital of Shandong province. [Photo provided to chinadaily.com.cn]

Wang Lei, head of the Shandong provincial department of culture, delivers a speech at the opening ceremony of the Second Shandong Cultural Consumption Season on July 20 in Jinan, capital of Shandong province. [Photo provided to chinadaily.com.cn]

Da Chao (Tide), a prelude of the opening concert, is an orchestral composition jointly created by the Shandong Song and Dance Theatre and famous composer Mo Fan to commemorate the 40th anniversary of China's reform and opening-up. [Photo provided to chinadaily.com.cn]