监利程集古镇“七彩烂漫游”启幕,沉浸式文旅酒村成最大亮点
Jianli Unveils “Colorful Romantic Tour” in the Historic Chengji Town,Immersive Wine Village a Big Hit
翻译：郭云慧 吕楚君 何凌寒 （湖北大学）
Translators: Guo Yunhui, Lv Chujun, He Linghan (Hubei University)
楚天都市报极目新闻讯（记者黄志刚 通讯员廖桥）朝阳下乘热气球俯瞰七彩花田，上午在美食市集品监利早酒、尝特色小吃，下午漫步明清古街与NPC互动，夜晚看打铁花赏”火树银花不夜天”——3月13日，湖北省监利市第三届”程集古镇七彩烂漫游”正式启幕，一场融合古镇风韵、酒文化与田园花海的春日盛宴，吸引了众多游客慕名而来。
JIMU News （Reporter: Huang ZhigangCorrespondents: Liao Qiao）From soaring above a vibrant sea of flowers in a sunlit hot air balloon at dawn to savoring Jianli’s iconic “morning wine” and delicacies at a food market, the festivities in Chengji Town began with a flourish. March 13 marked the official launch of the third “Colorful Romantic Tour of Chengji Ancient Town” in Jianli City, Hubei. As the day progressed, tourists strolled through the historic Ming and Qing Dynasty streets, interacting with ‘NPCs’ or costumed actors along the way. The day culminated in a pyrotechnic display called Datiehua, where cascading showers of molten iron transformed the night sky into a radiant spectacle of light. This spring feast, which blends the charm of ancient towns, wine culture, and rural flower fields, has attracted numerous visitors.
3月13日，金草帽现代农业基地的连片油菜花海景观 通讯员供图 Aerial image on March 13 captures a contiguous sea of rapeseed flowers at the Golden Straw Hat Modern Agricultural BasePicture from correspondents
极目新闻记者在现场看到，程集镇金草帽现代农业基地的千亩七彩油菜花海间，舞狮欢腾跳跃，游客们穿梭花海中打卡拍照，脸上满是笑意；舞台上，荆州花鼓戏表演者在花海中倾情演绎，让游客在赏花之余，感受地方文化魅力。
A Jimu Newsreporter at the scene noted that within the several thousand mu of flowering rapeseed at the Golden Straw Hat Modern Agricultural Base in Chengji Town, lively lion dancers leaped with spirited energy, while visitors weaved through the flowers, beaming as they snapped photos. On stage, performers of Jingzhou Flower Drum Opera delivered heartfelt performances amidst the expanse of blossoms, allowing visitors to experience the charm of the local culture while taking in the springtime scenery.
据悉，本届活动以”品监利早酒、赏油菜花海、游程集古镇”为主题，持续至4月6日。相较于前两届，本届活动更注重深度与沉浸式体验，核心亮点便是将程集明清古街升级为以”酒”为核心IP的沉浸式文旅酒村。
This year’s event, themed “Savoring Jianli Morning Wine, Admiring Rapeseed Fields, and Exploring Chengji Ancient Town,” is said to run until April 6. Compared with the previous two years, this edition places greater emphasis on deeper, immersive experiences. The core highlight of this shift is the revamp of Chengji Ming and Qing Dynasty Ancient Street into a tourism hub featuring immersive cultural and wine experiences,with “wine” as its signature identity.
古街内，手作酒坊、程集早酒馆、酒医馆等30至40个酒主题店铺错落有致，严格遵循”一店一品”原则。游客可近距离观摩古法酿酒全过程，亲手参与简易酿酒体验，还能欣赏《程集酒坊纪事》等专属酒主题情景短剧，品尝融入酒元素的特色美食，全方位感受程集酒文化的独特魅力。
Within the ancient street, 30 to 40 wine-themed shops—including artisanal distilleries, Chengji Morning Wine taverns, and wine-themed traditional medicine halls—line the alley in an orderly layout, strictly adhering to the “one shop, one specialty” principle. Visitors can observe ancient brewing techniques up close, try their hand at the craft, or enjoy exclusive wine-inspired theatrical performances such as The Chronicles of Chengji Wine Workshop. By savoring local delicacies infused with wine, guests are treated to a full sensory experience of Chengji’s wine culture.
为增强互动趣味性，酒村推出大型NPC沉浸式游戏《程集酒村掌柜记》，游客领取任务卡后，可与酿酒师傅、酒镖师等NPC互动完成酒主题任务，赢取专属奖励。
To add an interactive yet memorable dimension to the “wine village”, organizers launched a large-scale immersive role-playing, game titled Tales of the Chengji Wine Village Shopkeeper. The game incorporates “non-playable characters” or NPCs who are typically costumed performers portraying a character. Upon receiving task cards, visitors can interact with NPCs—such as master brewers and wine bodyguards—to complete wine-themed tasks and earn exclusive rewards.
此外，每周举办的”我是酿酒师”创意挑战赛、夜间非遗演艺《酒韵双龙会·醉夜古街》及竹筏情景剧《醉游水乡》，打造出”醉夜程集”的浪漫氛围。
Further highlights include, the weekly “I Am a Brewmaster” challenge, the nighttime cultural heritage showcase Twin Loongs Arise: Intoxicating Nights on the Ancient Street, and bamboo raft performance Drunken Voyage of the Water Town. Collectively, such attractions give Chengji its allure: a ‘spirit-infused’ nightlife.
与此同时，金草帽七彩油菜花海景区内，田园音乐节同步上演。活动期间每周六、周日设置不同音乐主题日，搭配土耳其热气球、羊驼喂养、稻草艺术布景、花海火锅等休闲互动项目，兼顾家庭亲子、年轻游客等多层次需求。
Meanwhile, the Golden Straw Hat Rapeseed Flower Scenic Area is alive with the sounds of a rural music festival. During the event, different musical themes are featured every Saturday and Sunday, accompanied by leisure activities such as Turkish-style hot air ballooning, alpaca feeding, straw art, and a hot pot dining amidst the flower fields. The events are designed appeal to all attendees, from families with children to young tourists.
“本届活动旨在将粮酒从产品升华为文化IP，串联程集全域旅游。”程集镇党委副书记、镇长吴敏表示，诚邀广大游客放慢脚步，在明清古街偶遇故事，在七彩花海定格美好，感受江汉平原独特的烟火气息。
“This year’s event aims to elevate our local liquor from a product to a cultural IP that unites the Chengji region through tourism,” said Wu Min, Deputy Secretary of the Party Committee and Mayor of Chengji Town. “We sincerely invite visitors to slow down and discover the stories written within our Ming and Qing ancient street. Join us this spring to capture beautiful memories in blooming seas of gold and experience the authentic spirit of the Jianghan Plain.”