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01 The Allure of Liuyang Fireworks

During the summer of 2025, the night skies above Liuyang, Hunan, were graced with a series of spectacular fireworks displays. Following the magnificent display of the 'Tree of Life' at the Chengdu World Games, the banks of the Liuyang River were graced by the spectacular sight of the 'Moonlight Waterfall'. This city, renowned as the 'Hometown of Chinese Fireworks', seamlessly integrates millennia of masterful craftsmanship with cutting-edge technology, offering visitors an unforgettable romantic experience. In this context, fireworks represent more than just a visual spectacle; they symbolise a deep cultural heritage, play a crucial role in economic development, and forge an emotional connection that resonates profoundly.

1.1 The Fusion of Tradition and Innovation

The history of Liuyang fireworks can be traced back to the Tang Dynasty, when Li Tian of Dayao in Liuyang invented firecrackers to ward off evil spirits. The introduction of fireworks during the Southern Song Dynasty saw this practice gradually evolve from the imperial court to the general populace, ultimately becoming an integral component of celebratory events. By the time of the Ming and Qing Dynasties, Liuyang's fireworks industry had reached its zenith, becoming renowned the world over. In 2006, Liuyang's fireworks craftsmanship was designated a National Intangible Cultural Heritage, owing to its intricate and masterful techniques.

Liuyang fireworks have continued to innovate in the face of dual challenges relating to environmental protection and safety. They have proactively adopted technology, driving industry innovation:

Product Innovation: We are pleased to introduce our latest range of 'urban fireworks', which have been designed for close-range viewing in city settings. These displays include both Gatling and jellyfish-inspired options. These machines feature reduced powder quantities, lower noise levels, and minimal pollution, earning widespread public acclaim.

Technological Integration: The company has employed a range of cutting-edge technologies, including drones and holographic projections, in conjunction with the AI digital avatar 'Yan Yan' to create immersive and captivating scenes reminiscent of popular culture references such as 'Stargate' and 'Rainbow Auspicious Clouds'.

Environmental Breakthroughs: We are proud to have developed a range of eco-friendly products, including smokeless and cold-light fireworks. These products utilise low-sulphur pyrotechnic compositions that leave minimal residue, making them an environmentally-friendly option. These innovations have added a spectacular dimension to a number of international events, including the Asian Winter Games and the Qatar World Cup.

1.2 The integration of cultural tourism and the economy

The people of Liuyang have ingeniously transformed fireworks from traditional festive firecrackers into a distinctive cultural tourism IP, ensuring every visitor truly feels their trip was worthwhile. Since 2023, Liuyang has innovatively launched its 'Weekend Fireworks Spectacle' programme. Each Saturday at 8pm, the Sky Theatre transforms into a grand open-air stage, seamlessly blending song and dance, comedy sketches, and drone displays into a series of spectacular '15-minute fireworks displays + immersive performances' – an event that is sure to delight. Statistics demonstrate that by 2025, Liuyang had successfully hosted nearly one hundred such weekend fireworks shows, cumulatively attracting over six million visitors. This initiative has driven significant growth in cultural tourism expenditure, reaching over 18 billion yuan.

02 Emotion and Resonance

2.1 The transmission of cultural sentiment

The allure of Liuyang fireworks transcends mere visual spectacle; they are conduits of emotion. During the 'Encounter with Liuyang River: At the Midsummer Fireworks Night event, a mother from Changsha was moved to tears upon seeing the fireworks form the pattern of a daylily. Meanwhile, the 'Graduation Season' display saw twenty newlyweds pledge their wishes to the heavens, with fireworks as their witness. One spectator, captivated by the 'moonlight waterfall' display, commented: 'This is not just a fireworks display, but a tribute to the night sky.'

This emotional resonance stems from Liuyang's profound understanding of pyrotechnic heritage. They have inherited a historical tradition stretching from the Tang dynasty's 'evil-repelling firecrackers' to the Song dynasty's 'imperial fireworks,' and on to the Ming and Qing dynasties' 'mass production,' weaving the wisdom of 'one blast to pacify the realm' into modern innovation. At the same time, artists such as Cai Guoqiang have drawn inspiration from Liuyang fireworks to create world-class works like 'Stairway to Heaven' and 'Nine-Tiered Wave,' transforming pyrotechnics into romantic odes penned by the 'poets of gunpowder.'

2.2 The Romance of Everyday Life

Furthermore, the people of Liuyang have adopted the philosophy that 'everyday moments deserve celebration'. They have incorporated fireworks into a variety of significant events, including birthdays, marriage proposals, and graduations, thereby making romance an integral part of daily life.

03 Global Vision and Development

3.1 Internationalisation and Standardisation

Presently, Liuyang fireworks have become the global market leader, commanding a 60% market share and enjoying sales in over 100 countries and regions. Liuyang's people continue to demonstrate a strong vision and ambition. They are dedicated to establishing Liuyang fireworks as the universally recognised 'world standard'.

The establishment of the Fireworks Science Research Institute, along with the formulation of international standards, is intended to enhance the global competitiveness of Liuyang fireworks.

3.2 Global Brand Strategy

Liuyang has adopted a strategic approach to promoting its 'Yan Yu' IP, engaging in cross-industry collaborations. A notable example of this is the themed show based on the Tomato Fiction novel I Am Not a Drama God. This has successfully attracted book and film enthusiasts from across the country to attend performances, thereby amplifying the brand's influence.

The resumption of consolidated container export services for fireworks and firecrackers, coupled with the expansion of international logistics channels, enables Liuyang fireworks to illuminate more global stages, sharing this splendour with the world.