On September 29, the "Melodies of Shaoyun: A Moon-Viewing Gala at the Temple of Heaven—The 3rd Edition" was a novel and unique festive celebration jointly hosted by the Beijing Temple of Heaven Park Administration and Beijing International Design Week, under the guidance of the Beijing Municipal Parks Management Center. Organized by the Beijing International Design Week Cultural & Tourism Integration Center, this event represents an innovative practical initiative that brings intangible cultural heritage into campuses—a meaningful attempt to deeply integrate traditional Chinese culture with the modern education system.

On the occasion of the Mid-Autumn Festival, as the full moon hangs high in the sky and its gentle light bathes the Temple of Heaven, NOHON has joined forces with “The 3rd Temple of Heaven Mid-Autumn Moon-Viewing Night: Celebrating Blessings under the Radiant Moon” to jointly compose a rich and heartfelt Mid-Autumn melody. As a supporter of the “The 3rd Temple of Heaven Mid-Autumn Moon-Viewing Night: Celebrating Blessings under the Radiant Moon” event, the NOHON brand carries forward its mission of cultural heritage, offering a special tribute to the Mid-Autumn Festival and contributing a unique strength to the development of the cultural industry.

　　Immerse yourself in the charm of ritual and music culture amid ancient architecture, traditional music, dance, and breathtaking scenery. Listen to the timeless legends of the Temple of Heaven, and together explore the brilliantly illuminated Hall of Prayer for Good Harvest under the full moon. This event skillfully integrates ritual and music culture, architectural heritage, and festive traditions, thereby enhancing the dissemination and popularization of our outstanding traditional culture and promoting its preservation and inheritance.

　　 Enjoy the moon—and also enjoy “joy”! Intangible cultural heritage collaborations shine with renewed brilliance.

　　For the first time, this event has invited the Central Conservatory of Music to collaborate with the national-level intangible cultural heritage “Zhonghe Shaoyue of the Temple of Heaven’s Divine Music Bureau” on a joint creation. New attempts have been made in both musical composition and live-stage performance, resulting in the establishment of a professional Zhonghe Shaoyue ensemble.

While preserving and passing on the spirit, cultural essence, and musical characteristics of Zhonghe Shaoyue ritual music, the Central Conservatory of Music has been actively exploring new avenues in areas such as orchestral sections, vocal styles, and dance performances, thereby enriching its expressive forms. At the event, the melodious sound of the flute, the harmonious resonance of the qin and se, and the lingering rhythms of dance and music vividly showcased the vibrant interplay between traditional court music culture and contemporary music. Thus, Zhonghe Shaoyue—a treasured gem of Chinese culture—continues to shine brilliantly in the new era.

The “Three Heritages” Share the Mid-Autumn Moon Together

On the day of the live broadcast, a “supermoon”—the third largest full moon of the year—was making its appearance. The recording location for this online broadcast, the Temple of Heaven, is a World Cultural Heritage site that beautifully complements the performance team’s national intangible cultural heritage, “Zhonghe Shao Yue from the Temple of Heaven’s Divine Music Bureau.” Together, they passionately presented to the audience the national intangible cultural heritage “Legends of the Temple of Heaven,” a tale that spans the ages. Set against the backdrop of the full moon and enhanced by the presence of these three UNESCO World Heritage sites, the event offered global Chinese communities an extraordinary online moon-viewing experience.

“Cloud”-based pilgrimage for blessings sparks a frenzy as three platforms launch simultaneously.

By partnering with CCTV.com, Kuaishou, and Weiyi Metaverse, the event brings together resources from mainstream media, short-video platforms, and metaverse platforms, helping the cultural symbols of the Temple of Heaven “go global.” Through digital technologies such as online live streaming and virtual spaces, intangible cultural heritages like Zhonghe Shaoyue are presented to audiences in a more vivid and intuitive manner, unlocking the boundless charm of these heritage practices.

As the exclusive short-video collaboration platform for this event, Kuaishou has given prominent promotion and publicity to the livestream of the Mid-Autumn Festival Moon-Viewing Night at the Temple of Heaven, making it a key component of Kuaishou’s Mid-Autumn Festival activities and attracting millions of viewers to light lanterns and offer prayers online. The Kuaishou Positive Energy and China.org.cn livestream channels together garnered over 7.17 million views and more than 1 million likes. The Kuaishou Mid-Autumn Festival hashtag #ISpentMidAutumnOnKuaishou# has been viewed cumulatively 390 million times, and the moon-viewing livestream ranked among the top two on Kuaishou’s trending list.

CCTV.com conducted online promotion of the live broadcast on its app and homepage for desktop users. By the end of the event, the cumulative number of visitors across all platforms exceeded 1.596 million, with total views surpassing 2.359 million. Specifically, CCTV.com attracted 689,000 visitors and recorded 976,000 total views; CCTV Video drew 421,000 visitors and accumulated 659,000 views; the CCTV Reading video account garnered 22,000 views; and the CCTV+ app’s Mid-Autumn Festival Cloud Poetry Gathering attracted 486,000 visitors and totaled 702,000 views.

The metaverse ecosystem platform “Wei Yi Metaverse,” under the innovative Web3.0 company Unique Art, recently launched the “Yuan” Tour of the Moon Palace in the Temple of Heaven Metaverse, attracting over 1.1 million viewers for an immersive online experience. During the event, users collectively earned more than 100,000 rewards by participating in interactive activities. Players enthusiastically praised creative gameplay elements such as catching moon rabbits and releasing sky lanterns, and many expressed that they had truly felt the unique charm of “metaverse plus intangible cultural heritage.”

In addition, Beijing released simultaneous coverage and live broadcasts of the event via media platforms including Video Accounts, the Beijing Daily app, and the Beijing Release Douyin account. The total engagement across all platforms exceeded 15 million. The NOHON brand and Shede Liquor Industry also provided strong support for the successful holding of this event.

The successful holding of the “Melodies of Shao: Praying for Blessings as the Moon Rises—The 3rd Temple of Heaven Mid-Autumn Moon-Viewing Night” event was made possible by the deep-rooted impact of intangible cultural heritage outreach activities in schools, as well as the strong support from all quarters. The cultural heritage represented by the “Temple of Heaven,” the “Legends of the Temple of Heaven,” and the “Zhonghe Shao Music” are treasures of Chinese culture and also an important part of human civilization.

In the future, NOHON will continue to uphold the philosophy of inheriting and innovating, contributing its part to the protection and preservation of China’s intangible cultural heritage, to the development and prosperity of our culture, and to the beauty and blessings of the Mid-Autumn Festival. We believe that in the harmonious blend of tradition and modernity, intangible cultural heritage will shine even more brilliantly and contribute even more significantly to the flourishing of human civilization. On this special occasion of the Mid-Autumn Festival, may we all work together to inherit and develop this precious cultural legacy, and together with intangible cultural heritage, look forward to an even brighter tomorrow.