「三江入海 好耍到『嘉』」2026 乐山大佛秋季邀请展

三江入海 好耍到「嘉」2026乐山大佛秋季邀请展

2026年09月26日

上海 安福路322号

项目预告

项目现场

作为地方文旅对外推广的创新实践，「三江入海 好耍到『嘉』」2026 乐山大佛秋季邀请展于 9 月 26 日 13:00‑21:00 落地上海徐汇安福路 322 号街区快闪空间。项目取自乐山古称嘉州，以岷江、大渡河、青衣江三江汇流奔海为意象，借助 “大佛姥爷串门” 的趣味 IP，跳出传统文旅宣讲会的刻板模式，把乐山大佛厚重的历史文化转化为年轻化、趣味化的街区沉浸式体验，面向长三角年轻群体输出乐山的山水、非遗与美食资源，为中秋、国庆假期的长线旅游进行前置引流，也为国内文旅采用城市街区快闪开展跨地域目的地营销提供可借鉴样本。

在空间造型与现场制作层面，项目利用安福路临街开放式街区场地，划分巨型大佛气模打卡区、大佛心愿墙、嘉州风物集市、嘉州茶馆、好礼兑换站五大功能板块。整体以轻量化街区美陈完成场景搭建，巨型气模作为核心视觉符号快速抓取路人注意力，空间动线顺应街区人流走向，将打卡装置、集市摊位、体验点位有序排布，兼顾通行流动性、互动实操性与拍照打卡属性，不做大规模硬体改造，将嘉州山水意境、民俗视觉元素融入街头环境，实现西南地域文化与上海潮流街区氛围的融合。

活动期内，到访市民可免费品鉴甜皮鸭、苏稽米花糖、峨眉茶等本地风物，参与夹江年画拓印、嘉州竹编手工体验，观赏女子飞龙舞非遗实景演出；同步开展文旅推介沙龙，发布景区优惠政策与上海直航航线信息，访客通过集章打卡抽取限定文创与乐山大佛景区门票，完成从感官体验到旅游信息接收的完整流程。

从传播营销的关系来看，安福路本身自带青年流量，辨识度极高的大佛气模与多元沉浸式体验，极易激发游客自发产出 UGC 社交内容。项目将严肃的文物文旅资源转化为可玩、可尝、可参与的街头事件，降低年轻用户的文化接收门槛，线下现场体验带动线上话题发酵，完成目的地种草、文旅信息输出、长线旅游引流的完整营销闭环。

As an innovative practice for local cultural‑tourism promotion, the 2026 Leshan Giant Buddha Autumn Invitation Exhibition “Three‑Rivers‑Flowing‑to‑Sea, Fun in Jiazhou” was held from 13:00 to 21:00 on September 26 at pop‑up venue No.322 Anfu Road, Xuhui District, Shanghai. Drawing inspiration from Jiazhou, the ancient name of Leshan, and the confluence of Minjiang, Dadu and Qingyi Rivers, the campaign adopts the playful IP “Grandpa Buddha pays a visit”. Breaking rigid formats of conventional tourism briefings, it transforms profound historical heritage of Leshan Giant Buddha into youth‑oriented street‑side immersive experience.

It showcases Leshan’s landscape, intangible heritage and local delicacies for young audiences in Yangtze River Delta and pre‑generates tourist flow for Mid‑Autumn and National‑Day holidays, setting a reference for cross‑regional destination marketing via urban street pop‑ups. In terms of spatial styling and on‑site production, the open‑air street venue is divided into five functional zones: giant Buddha inflatable check‑in area, Buddha wish wall, Jiazhou local‑product market, Jiazhou tea‑house and gift‑redemption station. Light‑weight street‑oriented decorative installations are deployed without large‑scale hard‑structure reconstruction. The giant inflatable serves as core visual highlight to catch passers‑by attention. Circulation follows natural pedestrian flow of Anfu Road, reasonably arranging installations, market stalls and experience spots to balance visitor mobility, hands‑on participation and photo‑taking effect. Regional cultural elements of ancient Jiazhou are integrated into trendy Shanghai streetscape, realizing harmonious collision between southwest Chinese local culture and urban fashion vibe.

During the event, visitors taste free local delicacies including sweet‑skinned duck, Suji rice‑candy and Emei tea. They join Jiajiang New‑Year woodblock printing and bamboo‑weaving workshops and watch live intangible‑cultural‑heritage performance “Flying‑Dragon Dance”. A tourism‑promotion salon releases scenic‑spot discounts and direct‑flight information between Shanghai and Leshan. Participants collect stamps to win limited‑edition cultural souvenirs and Leshan Giant Buddha tickets, completing full journey from sensory experience to tourism‑information acquisition.

From marketing‑communication perspective, Anfu Road gathers massive youth foot traffic. The highly‑recognizable giant Buddha inflatable and diverse immersive activities inspire abundant visitor‑generated UGC content on social‑media platforms. Converting solemn cultural‑relic resources into playable, tasteable street‑side events lowers reception barriers for young audiences. On‑site experience fuels online topic momentum and forms a complete marketing closed‑loop covering destination seeding, tourism‑information dissemination and long‑distance‑tourism diversion.

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