《2025字节跳动非遗年度报告》：过去一年，超3亿用户在抖音电商购买过非遗相关产品

Core Insights - The report highlights the significant role of Douyin in promoting and preserving intangible cultural heritage (ICH) through various initiatives and user engagement metrics [1][3][5] Group 1: User Engagement and Content Creation - In 2025, Douyin saw over 8,065 billion views on ICH-related short videos, with an average of 79,000 ICH live broadcasts daily [1] - The platform hosted more than 2.2 billion ICH-related videos, accumulating 13.8 billion likes and 4.5 billion shares [3] - The number of creators with over 10,000 followers contributing ICH content reached 870,000, with a 37% increase in submissions from creators with over 1 million followers [3] Group 2: Popular ICH Projects - The most liked ICH projects included dragon boat racing, lion dance, Peking opera, crosstalk, and suona art, with a dragon boat video achieving over 400 million views [5] - Emerging ICH projects such as傩戏 (Nuo opera), stone appreciation art, and Korean pickles saw significant user engagement growth [5] Group 3: Initiatives and Training Programs - ByteDance launched the "Douyin ICH Plan" in 2024, which includes initiatives like the "ICH Development Co-Creation Camp" and "ICH Guardian Training" [5][7] - In 2025, the "ICH Development Co-Creation Camp" held 7 sessions, connecting 215 creator groups with 359 ICH inheritors, facilitating 301 co-creation projects [5] - The "ICH Guardian Training" program trained 11,695 new ICH inheritors, revitalizing over 2,500 ICH projects [5] Group 4: Technological Innovations - The "Douyin ICH Plan" introduced innovative digital experiences, such as the first real-time connected professional ICH digital persona, "Fei Fei," at the 9th Chengdu International ICH Festival [7] - The initiative also produced the "2025 Douyin ICH Hundred Scenic Map," showcasing 19 ICH techniques through digital formats [7] Group 5: E-commerce and Consumption Growth - Douyin's e-commerce related to ICH saw a 43% increase in active merchants, while the number of users placing orders for ICH-related group-buy products grew by 54% [7][8] - The platform's live broadcasts and short dramas contributed to the promotion of ICH projects, with 15 ICH-themed productions surpassing 1 billion total views [8]