曾经被冷落的非遗，正在成为一门暴利生意

Core Insights - The article highlights a significant surge in the consumption of intangible cultural heritage (ICH) in China over the past two years, driven by changing tourism demands and a mismatch in supply [1][5][10] - ICH projects have transformed from being overlooked to becoming highly profitable businesses, with examples of substantial revenue generation from various ICH initiatives [3][4][15] Group 1: Market Trends - In the first half of 2025, the volume of "ICH" related content published reached 145.7% of the total for 2024, indicating a growing interest in local flavors, folk customs, and traditional crafts [1] - Popular ICH projects like the Quanzhou hairpin flower, Huizhou fish lantern, and Nanhai dragon boat racing have gained significant public attention this year [2][13] - The demand for ICH experiences is driven by a shift in traveler preferences towards cultural and experiential tourism rather than traditional sightseeing [12] Group 2: Revenue Generation - Notable revenue figures include Tangshan Banquet generating 160 million yuan from local ICH snacks, and the Zigong Lantern Festival earning 212 million yuan from ticket sales over 112 days, showcasing the financial potential of ICH projects [4][20] - The Yanbian Korean Ethnic Park, focusing on cultural photography and ICH experiences, attracted 3.98 million visitors and also surpassed 100 million yuan in revenue [20] Group 3: Business Model Evolution - Successful ICH projects follow a commercial iteration path from non-standard goods to standardized products, emphasizing quality and immersive cultural experiences [21][25] - The Tangshan Banquet exemplifies this model by integrating local ICH snacks into a cohesive cultural experience, significantly boosting sales [22][24] - The self-contained ecosystem of the Zigong Lantern Festival illustrates how ICH can serve as a marketing platform for local businesses, enhancing brand visibility and market reach [25] Group 4: Digital and Platform Strategies - Major digital platforms like Douyin have strategically promoted ICH projects, such as the Huizhou fish lantern, leveraging data analytics to identify and amplify trending topics [26][28] - OTA platforms like Ctrip are also investing in ICH experiences, creating unique offerings that combine traditional skills with modern tourism [29][31] - The article suggests that cities should capitalize on digital trends to promote their ICH projects effectively, ensuring they can handle the resulting influx of interest and revenue [31]