As the Chinese New Year draws near, where to find the most authentic New Year charm? At Love Enterprise Valley Eco-Town in Zhelin, Fengxian, it lies in spinning windmills, blessing cards and steaming traditional snacks. Recently, the Fengxian Folk Custom Festival Market, themed "Success in the Year of the Horse", has started its trial operation. Even before the official opening, many nearby residents have come to enjoy the lively and festive atmosphere in advance.

Stepping into the market, you are instantly wrapped in festive spirit. At the south gate, a huge Year of the Horse lantern stands tall, with lively patterns and delicate lights bringing good wishes. Along the alleys lined with lanterns and blessing plaques, central square decorations blend perfectly with the warm, busy atmosphere. The "Dreamy Flower & Moon" windmill tunnel is especially charming. Countless colorful windmills spin softly in the wind, creating a magical, fairy-tale scene loved by visitors.

The festival will officially open on February 10 and last until early April, aiming to "bring back the real Spring Festival vibe in Fengxian", with the slogan "Celebrate the New Year the Fengxian Way". Qu Ping, a local Fengxian native and event director, recalled: "I loved the Spring Festival as a kid, with bustling fairs, tasty food and fun everywhere." Driven by this love for tradition, they created a cultural market featuring intangible cultural heritage (ICH) shows, local food, creative New Year products and folk custom cosplay.

At the market, visitors can enjoy nostalgic snacks like eight-treasure rice and soybean dumplings, and shop for special Fengxian New Year gifts. They can also meet various NPCs walking around the lanes. Classic figures like Ji Gong, Sun Wukong and Zhu Bajie and performers in Hanfu or martial arts costumes interact and take photos with visitors, enriching the immersive experience. Visitor Ms. Nie said the strong festive atmosphere and the NPCs made the visit very meaningful. Ms. He, with her child, praised the custom sugar painting service.

This folk custom festival is a key practice for Love Enterprise Valley to develop new consumption scenarios, revitalizing local ICH and traditions via immersive experiences. Qu Ping noted that more seasonal festivals will follow, with this festival as the first cultural IP. The organizer hopes it will become a popular Spring Festival destination, keeping the warm traditional festive spirit alive in modern times.