“小众非遗”何以成为年轻人“心头好”？

Core Insights - The rise of niche intangible cultural heritage (ICH) among young people reflects a trend towards personalized consumption, with 86.4% of surveyed youth noting an increase in peers engaging with ICH [1][2][4] Group 1: Youth Engagement with Niche ICH - Young individuals are increasingly drawn to niche ICH due to its unique historical significance and scarcity, which aligns with their desire for individuality [2][3] - A survey of 1,500 youths born between 1990 and 2009 revealed that 86.4% feel that more young people are becoming aware of and experiencing ICH [1] - Young people prefer handmade ICH items over mass-produced goods, valuing the unique craftsmanship and personal touch [1][2] Group 2: Cultural Consumption Trends - The current cultural consumption landscape is characterized by segmentation and verticality, with young consumers seeking differentiated cultural symbols [2][4] - The shift from industrial production to a post-industrial, experience-oriented society is driving demand for cultural experiences [4][5] - The integration of ICH into contemporary cultural expressions is essential for its relevance among younger demographics [4][5] Group 3: Innovative Transmission and Experience - ICH practitioners are adopting innovative methods to engage younger audiences, moving from mere observation to active participation [3][4] - Initiatives like collaborative projects, such as the "Hundred People Weaving the National Flag" event, aim to enhance the visibility and appreciation of niche ICH [3] - Cultural parks are increasingly incorporating ICH projects, providing immersive experiences that allow young people to engage hands-on with traditional crafts [4] Group 4: Challenges and Opportunities - Despite the growing interest, challenges remain, including generational gaps in understanding and the need for ICH products to align with contemporary aesthetics [5][6] - There is a call for ICH products to be more adaptable to modern lifestyles while retaining their cultural significance [5][6] - The development of unique protection mechanisms and branding strategies for ICH is crucial for enhancing its recognition both domestically and internationally [6]