Journeys of discovery

"The experience will show them how zongzi are created and help them better appreciate the essence of the traditional craft," Yao says.

The museum has received many tour bookings and inquiries, says Xu Wei, deputy general manager of Wufangzhai.

She expected over 10,000 visitors during the Dragon Boat Festival, which is a traditional time to enjoy these snacks.

"People from educational tour operators, institutes of higher learning and trade unions have shown great interest," Xu says.

Other local cultural experiences, including encounters with farmers' paintings and silk embroidery, will be developed to satisfy the growing enthusiasm for educational tours, she adds.

"We will hold various intangible cultural heritage activities and exhibitions, and invite art masters and cultural inheritors to offer on-site lectures, so visitors can gain deeper understandings and experiences of intangible cultural heritage, and feel the unique charm of local folk culture," Xu says.

The new museum's popularity is thanks to the surging public enthusiasm for educational tours. Many tour operators have reported increases in orders over the same period of 2019.