Expo gives broader audiences better access to heritage

At the ninth China Intangible Cultural Heritage Expo in Chongqing, more than 300 heritage practitioners, experts, business representatives, and cultural authorities from across China attended a resource-matching and thematic dialogue event on Nov 6 and 7.

Heritage practitioners, cultural institutions, companies, and media organizations explored partnerships in product development, tourism, intellectual property, and digital communication.

Expanding commercial channels for traditional crafts received particular attention. Wang Yingli, director of the commodities department at China Tourism Group Duty Free, introduced a pilot project in Shenzhen to bring intangible cultural heritage products to duty-free stores, giving a broader consumer market better access to traditional crafts.

Brand partnerships were another area of discussion. Li Yutao, international project manager at Kayford Brand Management, shared examples of products incorporating Zhuang brocade patterns, including football-related merchandise designed to introduce World Cup-themed traditional motifs to international audiences.

Qiao Lanrong, a provincial-level inheritor of Suzhou Taohuawu woodblock New Year prints, discussed her creations inspired by the 24 solar terms and collaborations with automobile and tea-drink brands.

Tourism operators also presented ways to turn heritage into visitor experiences. Jin Zibo, marketing director of Chongqing Gold Cruises, introduced plans for a Yangtze River waterway showcasing living heritage traditions. A heritage-themed cruise made its maiden voyage on Nov 6.

In Chongqing, the HiSphere project is incorporating traditional foods and craft workshops into cultural spaces to create an integrated visitor experience, local authorities said.

The event also explored how film and digital media can bring traditional culture to new audiences.

Lin Yi, vice-president of CMC Pictures and co-producer of the film Eight Immortals!, outlined a cooperation model in which intellectual property owners set creative boundaries, business partners develop commercial pathways, and heritage practitioners ensure the authenticity of traditional techniques.

Meanwhile, representatives from China Media Group and online video platform Bilibili shared plans and experiences in producing documentaries and digital content about traditional food and crafts. Short-form video was highlighted as a way to introduce heritage to younger audiences and overseas viewers.

During the event, the China Agricultural Museum released a blue book reviewing a decade of efforts to preserve and pass down the 24 solar terms, which were inscribed on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity in 2016. Douyin and Meituan also released reports and initiatives related to intangible cultural heritage cuisine.

The discussions led to 10 project groups signing cooperation agreements, with the total value of intended partnerships exceeding 100 million yuan ($15 million).