This autumn's grape harvest in the town of Dazeshan in the county-level city of Pingdu in Qingdao, Shandong province, will be eagerly anticipated in the wake of the 38th Dazeshan Grape Festival, which opens on Sept 7.

The two-month festival integrates cultural and artistic performances, leisurely picking, wine tasting, intangible cultural heritage exhibitions and grape culture experiences. But this year, with the application of more online tools and the release of short videos, organizers predict participants' enthusiasm will be at an alltime high.

Leveraging creative forms such as micro-dramas, live interviews and intangible cultural heritage exhibitions, the event will no doubt attract a wider audience. Many micro-dramas set against the backdrop of Dazeshan grapes spotlight the signature industry and rural landscapes of Dazeshan town. Additionally, the live broadcast of the festival's opening ceremony will take online users on a virtual tour of the grape planting base.

On the opening day, there will be a grape-themed float parade, followed by a musical concert to showcase the picturesque harvest scenes, and organizers will host creative markets and long-table banquets, and provide a variety of cultural products. There will also be common programs directed by local residents to show the vivid picture of rural vitalization.

Dazeshan Grape Festival is a traditional festival said to originate from the Tang Dynasty (618-907). To showcase the traditional culture and build a world-renowned grape industry, local authorities have developed productive initiatives tailored to the area. The Dazeshan Grape Industry Innovation Valley, covering 40 hectares with a total investment of 120 million yuan ($16.9 million), is a landmark project. With a grape research and development center, a new promotion center, cold chain warehousing, a grape seedling demonstration base, a production technology promotion base and a cultural and research base, the Dazeshan region is at the forefront of grape research, cultivation and education in China.

In the process of brand operation, the local government has authorized the use and management of a "Dazeshan Grape" trademark to Qingdao Guoxiang Agricultural Science and Technology. By strengthening standard control, brand management and product promotion, the local people aim to further expand the popularity of Dazeshan grapes, thereby increasing the income of local fruit cooperatives and grape growers.

To showcase the diverse varieties and flavors of Dazeshan grapes, local authorities have designed a gift box containing representative strains such as Meiguixiang, Zeshan No 1, Kyoho and Gold Finger, as well as newly cultivated specialty varieties like Zhuoyue Tianbao and Yubo No 2.

Based on Dazeshan grape, the local tourism department has begun upgrading its cultural and tourism products. Leveraging its grape industry, Dazeshan town has linked key cultural heritage sites, including the Dazeshan Anti-Japanese War Memorial Hall and village scenic spots to promote the integration of tourism resources. It has established routes connecting Wulongbu scenic spot, some tourist attractions around Daze Mountains, Tianzhu Mountain, the Grand Grape Garden and Ziyang Lake as well as multiple mountain-climbing routes. The local tourism department also offers multiple options, such as parent-child tours, grape-picking tours, mountain-climbing tours and study tours.