Integrate intangible cultural heritage into modern life
2022-12-21
In recent years, in order to promote the inheritance of intangible cultural heritage (ICH) and activate the market for intangible cultural heritage creative products, Hunan Provincial Department of Cultural and Tourism together with cultural and creative enterprises has taken advantage of the characteristics of intangible cultural heritage to integrate intangible cultural heritage into modern life closely, and developed unique ICH cultural and creative products, which have become the “souvenirs” favored by tourists.
Innovate ICH products
In recent years, Hunan has made a lot of attempts to develop more ICH products that cater to the needs of consumers, in order to keep the intangible cultural heritage alive.
Xiao Fan introduced that the series of “no poetry without going to Hunan” products were hand-painted by Sun Taiping, chief editor of “Hunan Fine Arts”, and were carved by Yin Zhijun, a professor of Jingdezhen Ceramic Institute, combining Liling porcelain and shadowy blue ware technology. Under the shadow, poetry, scenery and porcelain were integrated, showing the cultural and natural scenery of Hunan.
In the Weichu Youli Exhibition Hall, such ICH cultural and creative products are arranged neatly on the exhibition shelves as the dark tea with the appearance of book, small knickknacks of Hunan embroidery, Jiangyong Nyushu painted on fans and ceramic poker cards, attracting many tourists who purchased these products without hesitation.
Yeshan Chili Sauce is made with the making techniques of Laba beans, a municipal intangible cultural heritage item of Changsha. The outer packaging box has distinctive characters like “no spicy, no revolution”, “bearing the Hunan spirit”, “no belief in evil, no fear of hardship, no fear of difficulty, no surrender” and striking cartoon pictures.
Xiao Fan introduced that the core of the “Hongxiang Lachu” series of products is to carry forward the red revolutionary spirit of Hunan and promote the culture with regional characteristics. The company carried out product research and development from several aspects, such as spicy food and IP cartoon, which vividly explained Hunan’s spicy culture and Red culture.
In the National Hunan Embroidery Heritage Creation Base of Hunan Normal University, Miao Embroidery Cultural & Creative Products, Changsha Sanjing Crystal Embroidery Series, Qi Baishi Crystal Embroidery Series, Hunan Embroidery Background Wall Series and other creative “embroidery” products are jointly designed by Shibadong Village, which are amazing. The relevant person in charge of National Hunan Embroidery Heritage Creation Base of Hunan Normal University introduced that the base represents the first-class level of digital protection and cultural product research and development in the Hunan Embroidery industry.
In recent years, Hunan has made a lot of attempts to develop more ICH products that cater to the needs of consumers, in order to keep the intangible cultural heritage alive.
Xiao Fan introduced that the series of “no poetry without going to Hunan” products were hand-painted by Sun Taiping, chief editor of “Hunan Fine Arts”, and were carved by Yin Zhijun, a professor of Jingdezhen Ceramic Institute, combining Liling porcelain and shadowy blue ware technology. Under the shadow, poetry, scenery and porcelain were integrated, showing the cultural and natural scenery of Hunan.
In the Weichu Youli Exhibition Hall, such ICH cultural and creative products are arranged neatly on the exhibition shelves as the dark tea with the appearance of book, small knickknacks of Hunan embroidery, Jiangyong Nyushu painted on fans and ceramic poker cards, attracting many tourists who purchased these products without hesitation.
Yeshan Chili Sauce is made with the making techniques of Laba beans, a municipal intangible cultural heritage item of Changsha. The outer packaging box has distinctive characters like “no spicy, no revolution”, “bearing the Hunan spirit”, “no belief in evil, no fear of hardship, no fear of difficulty, no surrender” and striking cartoon pictures.
Xiao Fan introduced that the core of the “Hongxiang Lachu” series of products is to carry forward the red revolutionary spirit of Hunan and promote the culture with regional characteristics. The company carried out product research and development from several aspects, such as spicy food and IP cartoon, which vividly explained Hunan’s spicy culture and Red culture.
In the National Hunan Embroidery Heritage Creation Base of Hunan Normal University, Miao Embroidery Cultural & Creative Products, Changsha Sanjing Crystal Embroidery Series, Qi Baishi Crystal Embroidery Series, Hunan Embroidery Background Wall Series and other creative “embroidery” products are jointly designed by Shibadong Village, which are amazing. The relevant person in charge of National Hunan Embroidery Heritage Creation Base of Hunan Normal University introduced that the base represents the first-class level of digital protection and cultural product research and development in the Hunan Embroidery industry.
In recent years, it has achieved a number of scientific and technological achievements with independent intellectual property rights, including crystal Hunan embroidery, Hunan embroidery clothing and Hunan embroidery furnishing. These series of products have not only found favor with hundreds of enterprise users and tens of thousands of individual users, but also achieved good social and economic benefits.
Create showcase
Hunan Intangible Cultural Heritage Exhibition Hall in Yuhua District covers an area of 24,000 square meters. It has gathered over 300 intangible cultural heritage projects and more than 200 inheritors of intangible cultural heritage, renowned as the exhibition hall with the largest number of intangible cultural heritage projects and inheritors of intangible cultural heritage in China.
Create showcase
Hunan Intangible Cultural Heritage Exhibition Hall in Yuhua District covers an area of 24,000 square meters. It has gathered over 300 intangible cultural heritage projects and more than 200 inheritors of intangible cultural heritage, renowned as the exhibition hall with the largest number of intangible cultural heritage projects and inheritors of intangible cultural heritage in China.
Hunan Yuhua Intangible Cultural Heritage Museum has been successively rated as a national primary and secondary school students’ study tour base, national 3A level tourist attraction and Hunan intangible cultural heritage exhibition base. So far, the museum has received over 300,000 primary and secondary school students and two million tourists, becoming an open showcase for people to gain a better understanding of intangible cultural heritage skills and traditional Chinese culture.
In order to strengthen the link between intangible cultural heritage and modern life, Hunan Weichu Youli Culture & Creativity Co., Ltd. and Hunan Intangible Cultural Heritage Exhibition Hall in Yuhua District have cooperated in depth, with the concept of “inheriting Xiangchu culture for thousands of years and building a framework for the sale of new national trendy cultural and creative products”, made endeavors to the publicity and promotion of national trendy, cultural creativity as well as intangible cultural heritage. Focusing on thousands of gift companies for channel marketing, the company took tourism market around Changsha as the main market to sell products through tourism outlets.
There are dozens of businesses like Hunan Weichu Youli Cultural & Creativity Co., Ltd. that create intangible cultural heritage cultural & creative pavilions in Hunan Intangible Cultural Heritage Exhibition Hall in Yuhua District. According to the curator, the museum has originated a development model of “intangible cultural heritage plus market, intangible cultural heritage plus tourism, intangible cultural heritage plus education, intangible cultural heritage plus Internet, intangible cultural heritage plus performing arts, intangible cultural heritage plus cultural & creativity”, and created a comprehensive culture and tourism platform on the theme of intangible cultural heritage.
Relying on the business model of “social science popularization plus cultural and creative products”, the National Hunan Embroidery Heritage Creation Base of Hunan Normal University has become an Internet-famous place in Hunan.
Do well in top-level design
Hunan has explored the construction mode of “four combinations” that insists on combining the protection of intangible cultural heritage with the protection of cultural relics, project construction, cultural and tourism industry and rural revitalization. It has formulated over 20 supporting local law documents on cultural and ecological protection, and successively invested 1.057 billion yuan in special funds. Efforts have been made to promote the in-depth integration of intangible cultural heritage and tourism, and hold traditional craft exhibitions as well as tea fairs in national 5A scenic areas.
Meanwhile, Hunan also actively implements the traditional craft revitalization plan, setting up the second national traditional craft workstation in Xiangxi, and realizing the objectives of “exploring a basic way to integrate traditional crafts into modern life, forming a research and development mechanism based on the stationed-unit design, brand image and market channels, cultivating a batch of highly qualified and broad-coverage traditional craft practitioners, and launching a number of creative brands with the core of Xiangxi’s intangible cultural heritage”.
In order to strengthen the link between intangible cultural heritage and modern life, Hunan Weichu Youli Culture & Creativity Co., Ltd. and Hunan Intangible Cultural Heritage Exhibition Hall in Yuhua District have cooperated in depth, with the concept of “inheriting Xiangchu culture for thousands of years and building a framework for the sale of new national trendy cultural and creative products”, made endeavors to the publicity and promotion of national trendy, cultural creativity as well as intangible cultural heritage. Focusing on thousands of gift companies for channel marketing, the company took tourism market around Changsha as the main market to sell products through tourism outlets.
There are dozens of businesses like Hunan Weichu Youli Cultural & Creativity Co., Ltd. that create intangible cultural heritage cultural & creative pavilions in Hunan Intangible Cultural Heritage Exhibition Hall in Yuhua District. According to the curator, the museum has originated a development model of “intangible cultural heritage plus market, intangible cultural heritage plus tourism, intangible cultural heritage plus education, intangible cultural heritage plus Internet, intangible cultural heritage plus performing arts, intangible cultural heritage plus cultural & creativity”, and created a comprehensive culture and tourism platform on the theme of intangible cultural heritage.
Relying on the business model of “social science popularization plus cultural and creative products”, the National Hunan Embroidery Heritage Creation Base of Hunan Normal University has become an Internet-famous place in Hunan.
Do well in top-level design
Hunan has explored the construction mode of “four combinations” that insists on combining the protection of intangible cultural heritage with the protection of cultural relics, project construction, cultural and tourism industry and rural revitalization. It has formulated over 20 supporting local law documents on cultural and ecological protection, and successively invested 1.057 billion yuan in special funds. Efforts have been made to promote the in-depth integration of intangible cultural heritage and tourism, and hold traditional craft exhibitions as well as tea fairs in national 5A scenic areas.
Meanwhile, Hunan also actively implements the traditional craft revitalization plan, setting up the second national traditional craft workstation in Xiangxi, and realizing the objectives of “exploring a basic way to integrate traditional crafts into modern life, forming a research and development mechanism based on the stationed-unit design, brand image and market channels, cultivating a batch of highly qualified and broad-coverage traditional craft practitioners, and launching a number of creative brands with the core of Xiangxi’s intangible cultural heritage”.
The implementation plan for the revitalization of seven traditional craft projects was completed. Guidance was given for the establishment of 12 traditional craft project industry associations, and 42 training sessions were organized for the revitalization of traditional crafts, trained over 2,600 people. Five traditional craft-related majors were set up in Hunan Arts and Crafts Vocational College, with more than 1,300 graduates trained.
In addition, Hunan has also cooperated with Alibaba, Pinduoduo, Jingdong, Douyin and other national e-commerce platforms to hold three consecutive online and offline Hunan Intangible Cultural Heritage Shopping Festivals simultaneously, driving intangible cultural heritage enterprises, time-honored brands and inheritors into the e-commerce field.
In July 2022, a postgraduate practice team from the School of Furniture and Art Design of Central South University of Forestry and Technology (CSUFT) came to Daoguanchong Group in Shanghong Village of Zhangfang Town in Liuyang City, in order to carry out a summer social practice activity on the theme of “Design empowering Intangible Cultural Heritage, Helping Rural Revitalization”.
In addition, Hunan has also cooperated with Alibaba, Pinduoduo, Jingdong, Douyin and other national e-commerce platforms to hold three consecutive online and offline Hunan Intangible Cultural Heritage Shopping Festivals simultaneously, driving intangible cultural heritage enterprises, time-honored brands and inheritors into the e-commerce field.
In July 2022, a postgraduate practice team from the School of Furniture and Art Design of Central South University of Forestry and Technology (CSUFT) came to Daoguanchong Group in Shanghong Village of Zhangfang Town in Liuyang City, in order to carry out a summer social practice activity on the theme of “Design empowering Intangible Cultural Heritage, Helping Rural Revitalization”.
During the period of activity, the team members gave full play to their professional strengths and created a series of products combining the local intangible cultural heritage items of Daoguanchong Group, which fully demonstrated the regionalism and innovation. Professor of College of Engineering and Design of Hunan Normal University and founder of Hunan Xiangfeng Cultural Development Co., Ltd. introduced that universities should cultivate more talented people to help enterprises and villages deepen the understanding of the connotation of intangible cultural heritage, create intangible cultural heritage brands, promote intangible cultural heritage products and realize the combination of intangible cultural heritage and the market, in an effort to achieve a win-win situation for both social and economic benefits.
