As we celebrate the Duanwu Festival for the first time, following the earthquake that rocked Sichuan province, we should make full use of our traditional celebration to drive away bad luck and pray for long-term peace and prosperity for the people and country.

However, it is a regretful fact that the traditions of Duanwu are fast disappearing. For an average city dweller, his or her typical celebration is to buy several frozen zongzi from the supermarket. And many young people only know it is associated with Qu.

South Korea's Gangneung Danoje Festival, occurring at the same time, and rooted in Chinese culture, was included in UNESCO's Masterpieces of the Oral and Intangible Heritage of Humanity list in 2005.

It sparked heated discussion among the Chinese for conservation of our own traditional culture. But it soon lost momentum and no progress was made.

Why does the Duanwu Festival no longer receive the same attention as it did? One of the main reasons is accelerating urbanization.

As more rural residents swarm into cities, agriculture is replaced by industrialization.

Skyscrapers leave no room for dragon boat racing. Built of steel, iron and cement, the apartments do not need mugwort leaves to drive away mosquitoes. Thus, eating zongzi has become the most convenient way to celebrate.

This is understandable today, but people cannot help feeling a sense of nostalgia for the lost customs of the festival.

As a matter of fact there is a common reason behind people's increasing indifference to the traditional festivals including Duanwu. These festivals are no longer important occasions for entertainment.