It has registered over 1 million visits to date, Wang says.

This year, the Rhino Fair focused on facilitating interactions between businesses and visitors. It offered novel cultural experiences, featuring art, operas, lectures and music.

Visitors watched operas at close quarters, while performers received audience feedback that could improve their creations, an official with the 1905 Mumu Theater says.

The fair invited over 200 independent cultural and creative brands, which is a sign of steady development in the sector amid the pandemic, the organizer says. It will be staged more frequently and present more content in the future.

"We'll continue to create new cultural scenes to build a broader platform for cultural creation and output," Wang says.

In Changsha, capital of Central China's Hunan province, about 90 cultural businesses brought over 200 products featuring Xiang embroidery (a local form of intangible culture heritage), crossover artworks and music performances at the Malanshan fair in July.

Most products were snapped up, the fair organizer reports.