A cultural and tourism festival themed on Niangao, Chinese New Year's cake, is held in Beilun district of Ningbo, East China's Zhejiang province on Jan 4. [Photo/cnnb.com.cn]

A cultural and tourism festival for Niangao, Chinese New Year's cake, was held in Beilun district of Ningbo, East China's Zhejiang province on Jan 4, attracting nearly 60,000 visitors.

Niangao is made from glutinous rice. While it can be eaten all year round, traditionally it is most popular during Chinese New Year due to its name sounding identical to the Chinese characters for "high year". It is believed to bring good luck in the New Year.

Originating in the Ming Dynasty (1368-1644), the Xiala Niangao, a specialty in the district, is tender, smooth and easy to cook.

The cake is so called because of the use of sweet and clear Xiala Longtan mountain spring water.

While continuing to employ the traditional production process, locals also add ingredients such as Nori and osmanthus blossoms to make the Xiala rice more attractive.

Cao Lingjuan, owner of a local rice cake workshop, said that last year they prepared 5,000 kilograms of rice cakes, which were sold out before noon; so this year they prepared 10,000 kilograms.

Official data show that more than 30,000 kilograms of Niangao were sold on the day of the festival.

In addition to rice cakes, local agricultural products, snacks and traditional cultural elements were also showcased at the festival.

The festival, now in its sixth year, comes as part of efforts by local authorities to promote the integration of agriculture, culture and tourism.