As they stroll through the cherry blossoms, visitors are encouraged to don hanfu (traditional attire) and enjoy live performances of traditional instruments such as the guzheng (a plucked zither) and the pipa (a four-string lute), and enjoy excerpts from Yuju Opera, a local tradition.

Apart from Chinese classical music and dance, a variety of performances are on offer, including an intangible Kazak cultural heritage dance form, pop performances, and a drum ensemble.

In addition to the blossoms, there are cultural markets, a recurring festival component, with handicraft stalls, street food, and regional specialties.

At the New Century Plaza, an installation space covering an area of around 300 square meters offers a virtual cherry blossom viewing experience. Digital projections bring to life the way ancient Chinese viewed the flower, as recorded in texts, and in a journey of cultural exploration and scientific education for children, illustrate the life cycle of the blossoms.

According to Wu Erchuan, chief director of the festival, this year marks a significant shift in the festival's organization, as the team has adopted a more market-oriented approach.

Shopping districts and e-commerce platforms have introduced discounts on accommodation, dining, entertainment and shopping, which can be used with government-issued consumer vouchers and corporate discount packages.

The organizers spent five months developing activities that promote traditional culture tailored to the tastes of the younger generations, as well as designing cultural merchandise related to cherry blossoms and regional culture.

"We've launched a range of creative cultural products based on the two mascots we designed last year, including dolls, cherry blossom-themed mugs, soaps and teas. We're also integrating these products with local agricultural goods to promote Hebi's farming industry," Wu says.