ShanghaiJune 15, 2026 /PRNewswire/ — This Dragon Boat Festival, guests staying at Jianguo Puyin Hotel, under BTG Homeinns Hotels Group, will discover an elegant intangible cultural heritage (ICH) handicraft space in the lobby or courtyard. Traditional ICH skills such as bamboo-woven dragon boats, wormwood sachets, and colorful braided ropes are now available for free experience at the hotel, and guests can even take home their warm, handmade creations.
This initiative marks a significant upgrade in BTG Homeinns Hotels Group’s long-term ESG cultural inclusion practice. The Group recently announced the formal upgrade of its original “ICH Support Program” to the “ICH Symbiosis Program,” shifting from “one-way resource support” to “platform-based value co-creation.” The Jianguo Puyin brand, known for its “Oriental freehand aesthetics,” serves as the core carrier, simultaneously launching the “One Hotel, One ICH” regular experience: every hotel nationwide offers free ICH activities weekly, transforming ICH from an occasional embellishment into a cultural thread woven into daily operations.
From “Support” to “Symbiosis”: Making ICH an “Everyday Companion” Instead of a “Festival Highlight”
BTG Homeinns’ “ICH Support Program” began with the “Puyin New National Trend Culture Festival” in September 2025. During the month-long festival, 55 Puyin hotels hosted nearly 200 free ICH activities, receiving widespread acclaim. However, the Group quickly realized that the flourishing of ICH requires daily nourishment, not just a temporary spotlight. The shift from “support” to “symbiosis,” though just a word change, reflects an elevation in the project’s logic.
“Truly revitalizing ICH cannot rely solely on one-way support and an annual culture festival,” said Xu Wenlan, General Manager of the Brand ESG Center at BTG Homeinns Hotels Group. “The upgraded ‘Symbiosis Program’ aims to use our nationwide network of hotels and 210 million member resources as a ‘blood vessel’ connecting cultures, building a cultural exhibition hall with real daily foot traffic for ICH skills.”
One Hotel, One ICH: A Zero-Barrier, Community-Oriented “ICH Open Class”
Jianguo Puyin is BTG Homeinns’ flagship mid-to-high-end cultural hotel brand, centered on the philosophy of “Seclusion in the city, returning to simplicity.” Rooted in Oriental freehand aesthetics, it integrates bamboo weaving elements, Zen water features, and minimalist artistic concepts into every detail, embodying “Poetry in space, meaning in life.”
Currently, Jianguo Puyin has established ICH activities as a regular service: every Thursday, a nationwide Song Dynasty tea whisking experience is offered, allowing guests to touch the elegance of Song culture amidst curling tea steam; on traditional festivals, themed gatherings like “Secluded in the City, Fun at Dragon Boat Festival” are held. Additionally, each hotel, based on local culture, hosts at least one special activity per month, such as sachet making, lacquer fan crafting, or rubbing art. All activities can be booked through the hotel, and guests, members, and community residents can participate for free.
Unlike costly ICH study camps, this “cultural inclusion” lowers the barrier. ICH gains young traffic and commercial scenarios, hotels gain differentiated competitiveness, and consumers participate in heritage preservation at zero cost—this is the symbiosis of “three parties benefiting, mutually nurturing.” Xu Wenlan believes: “‘Everyone is a inheritor’ is not just a slogan. When ICH moves from museums into travel and even daily life, that is what ICH heritage should look like.”
Jianguo Puyin’s ICH experiences also attract international visitors. They weave bamboo and learn tea whisking during their travels, taking home works imbued with the warmth of Chinese craftsmanship. “One Hotel, One ICH” is becoming a portable Chinese cultural business card.
Redefining ESG Value: From “Event Planning” to “Operational System-Driven”
Sustainable operation is a core measure of the value of ESG social projects. By transforming ICH experiences from short-term themed activities into regular hotel operations, BTG Homeinns has freed the project from single marketing attributes, endowing it with systematic, replicable vitality. This allows it to continuously release social and cultural value and highlight the cultural responsibility and mission of a national hotel brand.
Thanks to its sustained ESG efforts, BTG Homeinns’ Wind ESG rating rose to AA in 2025, and it was successfully selected for the “2025 China Listed Companies ESG Best Practice Top 100.” Currently, over 90% of Puyin brand hotels have normalized ICH experiences, steadily progressing toward full coverage within the year. When traditional culture is no longer a display in a showcase but becomes a handicraft, a cup of tea, or an elegant conversation during a journey, the “symbiosis” of ICH truly begins.