Core Viewpoint - Hainan is actively promoting the protection and innovative development of intangible cultural heritage (ICH), particularly focusing on the traditional craftsmanship of the Li ethnic group, which has gained international recognition and is being integrated into the local economy and tourism [3][4][5]. Group 1: Protection and Development of Intangible Cultural Heritage - Hainan has established a comprehensive framework for the protection of ICH, with 32 national-level ICH projects, 103 provincial-level projects, and 398 municipal-level projects [3]. - The Li brocade weaving technique, recognized as a "living fossil" of the textile industry, has seen its number of practitioners grow from under 1,000 in 2009 to nearly 20,000 today due to ongoing protection efforts [5]. - The inclusion of Li brocade in the UNESCO Representative List of the Intangible Cultural Heritage of Humanity on December 5, 2024, marks a significant milestone for Hainan's ICH protection efforts [5]. Group 2: Economic Impact and Industrialization - The "Old Dad Tea" culture in Hainan has led to the establishment of over 4,000 tea shops, generating an annual sales revenue of approximately 10 billion yuan and creating over 50,000 jobs [7]. - The sales revenue from Hainan's agarwood industry surpassed 200 million yuan in 2023, supported by 145 agarwood enterprises, showcasing a complete industrial chain from cultivation to sales [7]. - Various local food brands, such as Lingao roasted suckling pig and Fushan coffee, are emerging as new economic drivers, transforming culinary heritage into economic opportunities [7]. Group 3: Integration with Tourism - Hainan's cultural tourism sector is thriving, with attractions like the Betel Nut Valley showcasing over 10 ICH elements and receiving millions of visitors annually [9]. - The integration of ICH with tourism is exemplified by initiatives in various regions, such as pottery exhibitions and performances in the Baotu Village, enhancing visitor engagement and experience [10]. - The provincial government has developed a comprehensive plan for the integration of ICH and tourism, aiming to create demonstration projects like the Qilou ICH Art Museum and the Nanshan International ICH Center [10][11].

Core Insights - The integration of intangible cultural heritage (ICH) products into daily life is gaining popularity, appealing to both domestic and international consumers [1][2][6] - The "Non-Heritage Renewal Shopping Month" initiative by the Ministry of Culture and Tourism aims to promote diverse ICH products and enhance consumer experiences [1][2] Group 1: Market Trends - ICH products have become bestsellers in the market, with a reported 33% year-on-year increase in orders during the "Non-Heritage New Year Shopping Month" [2] - Young consumers are increasingly drawn to traditional culture, particularly "Guochao" products, which has opened opportunities for ICH to cross over into mainstream markets [2][3] Group 2: Innovative Collaborations - The collaboration between Shanghai Academy of Fine Arts and Shanghai Huayi Shoes has led to the creation of 100 cross-disciplinary design products that incorporate traditional ICH techniques into modern items [2] - The success of ICH products in popular media, such as the drama "Eternal Night Star River," has driven demand for related cultural products [2] Group 3: Cultural Experiences - The establishment of ICH-themed spaces in commercial venues, such as the "Jiebai 1918" tea space in Hangzhou, enhances consumer engagement with traditional crafts and tea culture [4][5] - ICH experiences are being integrated into rural tourism, with initiatives like tea-making workshops in homestays attracting visitors and enriching their cultural experience [6][7] Group 4: Global Appeal - ICH products are not only popular among domestic consumers but also serve as cultural symbols for international tourists, enhancing their understanding of Chinese culture [7]