Yan Hairong, county mayor of Xianju, discusses the county's economy, tourism resources, and culture at a promotional event for its waxberries held in Shanghai on June 15. [Photo provided to chinadaily.com.cn]

Xianju, a county in Taizhou, East China's Zhejiang province, held a promotional event for its waxberries in Yangpu district, Shanghai on June 15.

Yan Hairong, county mayor of Xianju, discussed the county's economy, tourism resources, and culture while deputy county mayors Yang Anhu and Chen Weiying, discussed the county's waxberry and tourism industries at the event.

There is a saying that Chinese-grown waxberries are the best in the world, Zhejiang-grown waxberries are the best in China, and Xianju-grown waxberries are the best in Zhejiang.

Due to the county's pleasant climate and unique natural environment, Xianju waxberries have a sweet taste, tender pulp, and rich aroma. They are extremely popular in Shanghai.

Xianju is also home to 19 waxberry-processing companies that have developed many waxberry products, including kernel seed oil, juice, ferment, and liquor.

The county has also cooperated with e-commerce platforms Alibaba, JD, and Pingduoduo to teach local waxberry growers how to promote their homegrown produce online.

More than 500 waxberry growers have participated in the training courses thus far.

Zhejiang Taizhou Culture and Tourism Week and the fifth Shanghai Yangpu Intangible Cultural Heritage Festival also began on the same day as the promotional event, and Binjiang Pak in Yangpu district was illuminated with 500 Xianju lanterns, which are known for their distinct patterns and unframed bodies and are made using knives and needles.

That same day, Xianju also announced its image ambassadors for all-for-one tourism – Fairy Mei and Fairy Ling – whose designs are based on some of the county's most famous attractions, including waxberries, Yong'an River, and the Shenxianju scenic area, also known as the Dwelling of Immortals.

To celebrate the intangible cultural heritage festival, inheritors of five national or provincial intangible cultural heritage items demonstrated their unique skills, which included Xianju lantern-making and colored stone inlaying.

Taizhou Luantan Troupe performs at the opening ceremony of the fifth Shanghai Yangpu Intangible Cultural Heritage Festival on June 15. [Photo provided to chinadaily.com.cn]