从好品质到好品牌 非遗焕新融入当下

Core Insights - The 2025 Intangible Cultural Heritage (ICH) Brand Promotion Week in Dali, Yunnan, showcases 121 notable ICH brands from across China, providing a platform for experience sharing among ICH representatives [1][3] Group 1: Traditional Brands - Established brands like Tongrentang, founded in 1669, are innovating with health drinks such as "Morning Water" and "Overnight Water," appealing to younger consumers [3] - Wangxingji, another traditional brand, is incorporating contemporary themes into its fan products, including zodiac and anime designs, through material and artistic innovation [3] Group 2: Youth Brands - The Ru Shan Ming brand, founded by Li Keming, emphasizes "New Chinese Aesthetic Objects" and has gained recognition for its tea cups showcased at major events like the Paris Olympics [3] - The brand Jizhutang, led by 90s-born founder Yang Changqin, is transforming traditional bamboo crafts into modern products, creating over 3,000 flexible job opportunities with an average annual income increase of nearly 20,000 yuan [3] Group 3: Cross-Industry Innovations - "Wang's Hand Creation" is exploring the commercial value of local culture and crafts, integrating traditional skills into daily products through modern media like short videos and live streaming [3] - Pop Mart is linking trendy products with ICH, breathing new life into traditional intellectual properties through a "non-heritage + trendy play" approach [3] Group 4: Individual Practices and Innovations - ICH representatives are sharing personal experiences, such as Li Xingchang, who promotes Pu'er tea-making techniques nationwide to enhance consumer awareness of ICH [4] - Qiao Lin, representing traditional Qiao's ceramic techniques, is creating trendy accessories and home goods based on traditional skills [4] - Designer He Bowen merges traditional crafts like wax dyeing and embroidery with modern design, integrating ICH into contemporary life [4] Group 5: Brand Development and Sustainability - Professor Chen Anying from Tsinghua University emphasizes that diversity in ICH brands enhances sustainability and vitality, particularly in traditional craft regions [6] - The emergence of new brands from skilled practitioners, even those without high-level recognition, can significantly boost the transmission of ICH projects [6] Group 6: Case Study of Brand Creation - Liu Zhongping, founder of "Jieyou Nianhua Pu," created a brand that revitalizes traditional woodblock prints by incorporating modern themes and interactive experiences, such as themed events [7] - The China Tourism Press announced a 2024 initiative to promote innovative ICH products that blend traditional craftsmanship with modern design, aiming to integrate ICH into everyday life [7]