More than 2,000 years since the great Chinese philosopher Confucius (551-479 BC) worked relentlessly to nurture people through culture, a similar endeavor thrives today. In his birthplace in Shandong province, ancient traditions are not just mere words in textbooks, but are instead vibrant and tangible experiences.

Elizova Elizaveta, 23, a student from Russia who is studying Chinese in Qufu, Shandong, recently took part in one such experience. As she carefully smoothed a sheet of paper over a stone and evenly sprinkled it with water, she experienced the magic of the age-old technique of rubbings for the first time.

"There is no such thing in Russia. This is what makes Chinese culture interesting," she said, tracing the emerging image with her fingers.

Not too far away in Luyuan village in Qufu, tourists get the opportunity to be not just spectators, but actual participants in myriad traditional experiences. They can try their hand at weaving intricate lujin, or Lu brocade, and watch thrilling acrobatic performances from up close.

These examples of intangible cultural heritage, once at risk of becoming a distant memory, are finding new vitality by integrating with modern tourism, epitomizing Shandong's push for creative transformation and innovative development of fine traditional Chinese culture.

The province, the cradle of Qilu culture and home to ancient philosophers such as Confucius and Mencius (372-289 BC), is leveraging its rich history as a dynamic resource to keep traditional Chinese culture thriving today.

President Xi Jinping's continuous guidance on reviving cultural heritage has helped the province better inherit and develop traditional Chinese culture.

During his visit to Qufu in 2013, Xi, who is also general secretary of the Communist Party of China Central Committee, said the rejuvenation of the Chinese nation must be supported by thriving Chinese culture.

In 2014, while speaking at the opening ceremony of the International Conference Commemorating the 2565th Anniversary of Confucius' Birth, Xi called for learning to transform and boost traditional culture in a creative way, to integrate old and new, and let both serve the current mission of cultivating the people.

Starting from Confucius' hometown, cultural workers from across the country have been encouraged to look back on the legacies left by history and turn them into modern inspiration.

This principle was written into the report of the 19th National Congress of the CPC in 2017. Since then, its role in guiding theoretical and practical innovation has become increasingly prominent.

In May 2024, when visiting Shandong again, Xi urged the province to further explore the best of fine traditional Chinese culture, advance its innovative transformation and development, and use platforms like the International Confucius Cultural Festival to deepen exchanges and mutual learning with other civilizations and enhance the appeal of Chinese culture.

Heeding this call, Shandong is playing to its strengths, making once distant traditions feel touchable and engaging.

The province hosted the 11th Nishan Forum on World Civilizations in July, bringing together more than 560 guests from over 70 countries and regions. Under the theme of "Beauty in Diversity: Nurturing Understanding Among Civilizations for Global Modernization", participants explored the interplay between cultural diversity and modernization.

Since its inception in 2010, the Nishan Forum, named after Confucius' birthplace, Nishan Hill, has evolved into a globally recognized platform for civilizational dialogue, reinforcing Shandong's role as a hub for mutual learning with other civilizations.

Cities across the province are also developing their cultural resources in a creative way to enhance the appeal of Chinese culture.

In Heze, the ancient art of hanfu, the traditional attire of China's Han ethnic group, is driving a modern economic boom.

"Hanfu represents the essence of Chinese attire and is a symbol of our fine traditional culture. We are seizing the new opportunities presented by a wave of guochao, or Chinachic trends, to build a development pattern where culture fosters industry and industry promotes culture," said Cao Lin, a local official.

Heze has invested over 5 billion yuan ($709.5 million) to construct industrial parks, establishing a complete supply chain from designing, dyeing and tailoring to finished garments.

Annual sales have exceeded 12 billion yuan and captured half of the domestic market, with products exported to more than 20 countries and regions including Europe, the United States and Southeast Asia.

"We integrate cultural elements like the 24 solar terms into hanfu designs, catering to the trend popular among youth," Cao said.

Heze also hosts immersive activities like hanfu shows to weave traditional culture into the fabric of modern life. Hanfu producers in the city have collaborated with more than 20 universities to produce co-branded doctoral robes.

The city's hanfu has graced international stages such as the international Chinese apparel show in Milan, Italy, and cultural promotion events in the Republic of Korea, showcasing cultural confidence through traditional wear.

Digital technology is also providing a powerful boost to these cultural efforts in Shandong. At a virtual reality experience center on Weihai's Huoju Eighth Street, Li Junming, a fifth-grade student, put on a headset and was instantly transported into the epic landscape of The Long March, a poem (authored by Chairman Mao Zedong) paying tribute to the monumental feat completed by the Chinese Red Army between 1934 and 1936.

"I used to think climbing snowcapped mountains and crossing marshy grasslands was a distant story. Now I understand that the 'hardship' described in the texts was something they had to measure step by step with their feet and fight for with their lives," Li said.

Liu Guang, a local official, said, "Weihai focuses on integrating tradition with modernity, using new forms, technologies and creative ideas to enhance the appeal of traditional culture."

This approach is demonstrated in a recent digital short film on construction techniques used in seaweed-roofed houses. The film used high-precision motion capture to perfectly replicate an old craftsman's fluid movements. Viewers could clearly see the direction of the wood grain, the force of the chisel and even the trajectory of flying wood chips.

Within just one week of its release, the short film attracted queries from hundreds of university students. A craft once on the verge of extinction soon became a new trend pursued by young people.

Through a multipronged strategy, Shandong is sustaining momentum in integrating tradition into modern life, developing immersive cultural experiences and growing brands like Shandong Craft, said Tang Weihong, director of the research institute of people.cn, at a symposium on promoting creative transformation and innovative development of fine traditional Chinese culture held in Qufu last month.

"These efforts in promoting the creative transformation and innovative development of fine traditional Chinese culture have unleashed a vibrant flow of excellent traditional culture across the land of Shandong," Tang said.