"The capital of the state of Qi, the weir of the canal, Mount Taishan to pray for peace. Kites in Weifang, springs in Jinan, Confucius and Mencius are passed down from generation to generation. Heroes of the Water Margin, mountains of Yimeng, and the great wonder of the Yellow River into the sea." Qilu culture has a long history, extensive and profound, and has deeply influenced the development of Chinese culture and even the world culture.

The humanistic fertile soil can be deeply cultivated, which is one of the nine comparative advantages of Shandong. The 2022 Work Mobilization Conference of Shandong Province clearly proposed to "strengthen cultural publicity and innovation": we must make greater efforts to promote "two innovations" of culture, create a new highland for cultural exchanges and mutual learning, explore new paths for the integrated development of culture and tourism, and polish the brand of "Hospitality Shandong and Good Product Shandong".

The world Confucianism looks at China, and Chinese Confucianism looks at Shandong. The philosophy of "unity of man and nature" and “the Great Way prevailing”, the political thinking of "governing with virtue" and” love all the people and animals”, the family-country emotions of “cultivate one's morality” and “humanistic pragmatism”, the enterprising spirit of " energetic and promising” and “constant updating“，and the harmonious concept of "harmony without uniformity" and "all nations in harmony"... Confucianism is broad and profound, and the essence of traditional culture is splendid. How to carry out creative transformation and innovative development in the new era is an important topic before us.

In recent years, the Nishan Forum on World Civilizations has been successfully held for seven sessions. The 2021 China (Qufu) International Confucius Culture Festival and the 7th Nishan Forum on World Civilizations have been discussed by dignitaries, envoys, experts and scholars from 31 countries and regions and international organizations. More than 170 Chinese and foreign experts and scholars reached the "Nishan Consensus", focusing on dialogues between different civilizations in the world, which has become the most distinctive feature of the Nishan Forum on World Civilizations.

At the same time, Shandong's newly launched cultural and creative brand "Shandong Handmade" has become a hot topic during the Spring Festival of the Year of the Tiger. "Shandong Handmade" makes the intangible cultural heritage or traditional crafts modern, contemporary and life-oriented, and it does not aim at "collection", but to serve for a better life, and behind it is a vast consumer market.