Core Viewpoint - The article highlights the innovative efforts of Yang Yuxiao in revitalizing traditional paper-cutting art in her hometown of Linhai, Zhejiang, by integrating modern materials and expanding the product range, thereby enhancing both aesthetic and collectible value of the craft [4][6][10]. Group 1: Innovation and Product Development - Yang Yuxiao has introduced new materials such as silk and cashmere cotton into paper-cutting, successfully applying for 13 national patents [4][6]. - The silk paper-cutting process is more complex than traditional methods, resulting in a price increase, with products priced 10 times higher yet still favored by enterprises [4][6]. - The average price of traditional paper-cutting was only a few dozen yuan, while the new silk series is priced between 200 to 500 yuan, with some pieces selling for over 400 yuan after framing [6][7]. Group 2: Market Strategy and Consumer Engagement - Yang Yuxiao aims to attract more consumers by launching affordable products under 100 yuan, including wearable paper-cutting accessories [7]. - The revenue from customized gifts is significant, and there is potential for growth in educational experiences related to paper-cutting [7][8]. - Yang Yuxiao has organized over 150 training sessions for local villagers, resulting in more than 2,000 graduates and 80 individuals obtaining advanced paper-cutting certificates [8]. Group 3: Cultural Exchange and Global Outreach - Yang Yuxiao's participation in cultural exchanges, such as the 20th anniversary with South Korea's Hongseong County, has broadened her understanding of the potential of paper as a medium for modern design [9][10]. - The article emphasizes the importance of integrating traditional crafts into contemporary aesthetics, as seen in the innovative uses of Korean paper [9][10]. - Yang Yuxiao has utilized online platforms to teach paper-cutting, reaching international audiences, including students at Confucius Institutes [10].

Core Points - The 2025 China Intangible Cultural Heritage (ICH) Noodle Conference and Shanxi ICH Consumption Season (Summer) will kick off on July 30 in Datong, aiming to promote ICH skills and stimulate the cultural tourism market [1][3]. Group 1: Event Overview - The event is themed "Enjoy ICH, Beautiful Life" and will last for one month, co-hosted by the China Culinary Association, Shanxi Provincial Department of Culture and Tourism, and Shanxi Provincial Department of Commerce, with support from the Datong Municipal Government [3]. - Activities include the opening ceremony, modern life integration discussions, themed markets, ICH noodle experience week, performances, competitions, exhibitions, and educational programs [3][4]. Group 2: Key Activities - The opening ceremony will take place at the Datong Northern Wei Cultural Park, featuring the release of "Provincial ICH Goodies," "Provincial ICH Culinary Routes," and "Datong Landmark ICH Cuisine" [3]. - A showcase of "Top Ten ICH Noodle Skills" will highlight the unique characteristics of Shanxi noodles, emphasizing their historical and innovative aspects [3]. - The "Splendid Costumes—Shanxi ICH Fashion Show" will debut restored costumes from the Northern Wei and Liao dynasties, integrating traditional crafts with modern fashion [3]. Group 3: Market and Engagement - The ICH integration into modern life forum will invite ICH inheritors and industry leaders to discuss the industrialization of ICH noodles and cross-industry collaborations [4]. - A month-long themed market will be held in Datong, featuring various ICH projects from 11 cities, with weekly themes and interactive experiences for visitors [4]. - A "Hello, ICH" stamp passport will encourage public participation in a consumption-reward exchange program, culminating in the release of a "Shanxi ICH New Goodies List" [4]. Group 4: Noodle Conference Details - The 2025 China ICH Noodle Conference will last for one week, offering over 100 types of ICH noodles and snacks for tasting [5]. - Daily events will include ICH noodle performances and a noodle competition, where professional chefs will compete in making various noodle dishes, judged by public votes and sales performance [5].

Group 1 - The core viewpoint emphasizes the need for traditional brands, especially "time-honored" brands, to innovate and adapt to modern consumer preferences while maintaining their cultural heritage [1] - The National Development and Reform Commission's measures aim to leverage the consumption potential of traditional brands and intangible cultural heritage to support stable consumption growth [1][4] - The "Guochao" brand vitality is encouraged through innovative scenarios and integrated products to attract younger consumers [1][4] Group 2 - San Yuan Dairy, established in 1956, is transforming by opening direct experience stores and entering the beverage market to align with new consumption trends [4][5] - The reopening of the "Beijing Milk Company" brand features interactive and social consumption experiences, moving from mere product sales to experiential engagement [5][6] - Innovative products like the "Erba Sauce Milk Tea," which combines traditional flavors with modern beverage trends, reflect a strategy to connect with younger consumers [7][8] Group 3 - Experts suggest that the transformation of time-honored brands should focus on systemic innovation around content, experience, and channels rather than superficial changes [8][9] - San Yuan Dairy is modernizing its operations through digital factory construction and the development of sub-brands that integrate intangible cultural heritage with new retail scenarios [8][9] - The competition among traditional brands is shifting from historical prestige to effective transformation capabilities [9] Group 4 - The "Beijing North Shore Market" initiative by Fangshan Tea House and Beihai Park aims to revitalize intangible cultural heritage through innovative experiences and cross-industry collaborations [11][12] - The market combines various cultural elements to create immersive experiences that engage consumers and promote cultural heritage [11][12][13] - The approach includes breaking down intangible cultural heritage into accessible experiences that encourage consumer participation and sharing [13][14] Group 5 - Wu Yutai, a time-honored tea brand, is exploring a "tea+" model that integrates tea with various products and experiences to attract younger consumers [18][19] - The new store concept combines tea with baked goods and coffee, creating a multi-functional space that enhances consumer engagement [19][20] - The brand's ongoing efforts to modernize its offerings and marketing strategies reflect a commitment to connecting with the younger generation [21][22] Group 6 - Fangzhuan Factory No. 69 is innovating by introducing a "炸酱面" (fried sauce noodles) ice cream, which creatively reinterprets traditional flavors to appeal to modern consumers [26][27] - The product's success is attributed to effective social media marketing and a strong connection with younger consumers, leading to significant sales growth [27][28] - The brand is also enhancing its operational model by optimizing service processes and training staff to improve customer experiences [29][30]

Core Viewpoint - The integration of traditional craftsmanship with modern cultural trends is revitalizing intangible cultural heritage (ICH) in Jiangxi, showcasing innovative products and experiences that resonate with younger consumers [1][5][8]. Group 1: Revitalization of Traditional Crafts - The "Summer Cloth Embroidery" has evolved into various modern products, including health hammers and keychains, reflecting a shift from traditional to contemporary applications [1]. - A notable piece, the "Yangtze River Ten Thousand Miles Map," created by a team over 13 months, highlights the intricate techniques involved in Summer Cloth Embroidery, which has been recognized as a national intangible cultural heritage since 2014 [2][3]. - Innovators like Wu Wanqing are merging traditional techniques with modern consumer demands, creating over a hundred cultural products that integrate Summer Cloth Embroidery into everyday life [4]. Group 2: Cross-Industry Collaborations - The collaboration between Pop Mart and Jingdezhen ceramics has led to the creation of ceramic toys that incorporate traditional ICH techniques, appealing to the Z generation and enhancing cultural value [5][7]. - The "Nezha" and other popular IPs have been transformed into detailed ceramic collectibles, showcasing the intersection of traditional craftsmanship and contemporary pop culture [5][7]. - The high-quality porcelain from Jingdezhen, known for its purity and durability, is being leveraged to create unique products that resonate with modern consumers, enhancing emotional connections to cultural heritage [7]. Group 3: Cultural Tourism Integration - Events like the "Mountain Water Drama" at Xianren Lake integrate traditional performances with modern experiences, encouraging active participation from tourists and enriching the cultural tourism landscape [8][11]. - The active engagement of tourists in traditional performances has led to increased visitor numbers, with one county attracting approximately 300,000 tourists through ICH showcases [11]. - The establishment of non-heritage towns in Jiangxi is fostering the production and commercialization of local crafts, ensuring the survival and relevance of traditional arts in contemporary society [13].

Group 1 - During the Dragon Boat Festival holiday, Jiangsu province received over 12.41 million tourists, with total consumer spending reaching 4.693 billion yuan, reflecting a year-on-year increase of 2.15% and 0.20% respectively [1] - The province launched over 1,880 cultural and tourism activities, enhancing the holiday experience for the public [1] - UnionPay data indicated that the first two days of the holiday saw inter-city tourism consumption of 6.557 billion yuan, a year-on-year growth of 1.5%, accounting for 35.10% of the industry’s inter-city consumption [1] Group 2 - The "Seeing Su Rhythm: Local Exhibitions" event attracted over 70,000 visitors in its third-day exhibition in Suqian, showcasing local cultural performances and art [2] - A total of 584 performances were held during the holiday, with attendance reaching 287,000, marking a 352% increase in audience numbers and a ticket revenue of 224 million yuan, up 574% year-on-year [2] Group 3 - Museums across the province hosted over 450 educational and cultural activities, with a total of 1.777 million visitors, representing a year-on-year growth of 19.8% [3] - The "Non-Heritage Life Fair" in Nanjing featured various activities, attracting nearly 10,000 participants, highlighting the vibrancy of cultural heritage [3]

Core Insights - The article highlights the thriving development of the mud sculpture industry in Liu Ying Village, known as "China's First Mud Sculpture Village," with an annual output value exceeding 40 million yuan and products exported to over 30 countries and regions [1][2]. Group 1: Industry Development - Liu Ying Village has over 200 households and thousands of people engaged in the mud sculpture industry, which has seen significant growth due to collective efforts and a focus on cultural tourism [1][2]. - The mud sculpture industry in Fengxiang has a rich history dating back to the Western Zhou period, characterized by vibrant colors and traditional patterns, and was recognized as a national intangible cultural heritage in 2006 [1][2]. Group 2: Key Figures and Innovations - Hu Xinming, a representative inheritor of the Fengxiang mud sculpture, has played a pivotal role in promoting the craft, including showcasing it internationally and creating over 180 new varieties of mud sculptures [2][3]. - The introduction of a closed-loop cooperation model involving "company + cooperative + farmers" has enhanced production efficiency and created job opportunities for over 320 local residents [3]. Group 3: Youth Engagement and Modernization - The younger generation, represented by Hu Jinwei, is modernizing the mud sculpture art by integrating it with contemporary design and lifestyle products, appealing to younger consumers [4][5]. - Hu Jinwei has developed various derivative products and educational programs to promote traditional culture among local schools and universities, attracting thousands of participants annually [5][6]. Group 4: Cultural Significance and Future Aspirations - The mud sculpture culture embodies the hopes and positive attitudes of local people towards life, and there is a strong emphasis on maintaining traditional elements while adapting to modern consumer trends [6][7]. - Plans for a Fengxiang mud sculpture cultural and creative competition aim to engage more young talents in the innovative development of the craft, expanding its presence in everyday life [7].

Core Viewpoint - The China Arts and Crafts Expo serves as a significant platform for intangible cultural heritage practitioners to showcase their innovative achievements and foster collaboration [3][10]. Group 1: Event Overview - The fifth China Arts and Crafts Expo will take place from May 30 to June 2, coinciding with the Dragon Boat Festival, enhancing the cultural atmosphere of the holiday [3]. - The expo will feature the latest creations by Wang Xinyuan, including non-heritage embroidery works that blend various artistic forms such as photography, traditional Chinese painting, and oil painting [3][6]. Group 2: Product Innovation - Wang Xinyuan introduced the "Aromatic Sachet Gift," a product that combines traditional embroidery techniques with practical applications, including a sachet, ginger mugwort essential oil, and a gua sha board [6]. - The sachet features a traditional design that symbolizes health and safety, showcasing the integration of non-heritage techniques with modern wellness culture [6]. Group 3: Artistic Development - Wang Xinyuan has developed a unique embroidery style and has expanded the themes of traditional embroidery to include contemporary subjects such as famous paintings and modern characters [8]. - His efforts aim to revitalize the art of embroidery, making it more appealing to younger audiences and integrating it into modern life [7][8]. Group 4: Community Engagement - Wang Xinyuan has actively promoted the "Intangible Cultural Heritage into Schools" initiative, teaching embroidery techniques to students and expanding the pool of practitioners [9]. - He has also linked embroidery skills to rural revitalization efforts, benefiting over 2,000 individuals and generating economic returns of over 2.6 million yuan [9]. Group 5: Vision for the Future - Wang Xinyuan emphasizes the importance of innovation in preserving traditional crafts, aiming to ensure that embroidery remains relevant and continues to thrive [10]. - The long-term goal is to establish a sustainable development plan for the art of embroidery, ensuring its legacy for future generations [8][10].

Group 1 - The 14th "China's Twenty-Four Solar Terms: Intangible Cultural Heritage Half-Mountain Lixia" folk activity took place on May 5, showcasing a blend of industrial heritage and traditional customs at the Hanggang Park along the Grand Canal [3] - Popular activities included weighing participants for good fortune, playing egg games, weaving straw sandals, tasting black rice, and sampling tea, attracting significant participation from citizens and tourists [3] - Various local folk activities and intangible cultural heritage projects from Hangzhou gathered at the Grand Canal, providing a vibrant display of traditional customs and performances [3] Group 2 - The "Intangible Heritage Competition: Joy of the Canal" umbrella market allowed visitors to experience traditional crafts such as fan-making, woodblock printing, and cloth weaving, as well as learn about traditional medicine and wellness practices [4] - The "cat" element was prominently featured, symbolizing the hopes of silk farmers for prosperity and health, with the Half-Mountain clay cat becoming a new cultural tourism IP for the Grand Canal [4] - An "Intangible Heritage Innovation Competition" was announced, themed "Cats in the World: The Arrival of Clay Cats," encouraging innovative designs from students and young designers to promote the inheritance and innovation of intangible cultural heritage [4]

Group 1 - The article highlights the experiences of foreign students in China, showcasing their deepening connections with the country and their roles as storytellers of Chinese culture [10][11][12][14][16] - The contributions of foreign students to cultural exchange through music and storytelling are emphasized, with specific examples of their creative works that celebrate China's achievements [12][13][14] - The significance of the People's Daily Overseas Edition in providing a platform for these students to share their experiences and insights is noted, marking its 40th anniversary [13][15][16] Group 2 - The article discusses the traditional craftsmanship of Tibetan carpets, which has evolved into a significant industry in Qinghai, China, highlighting the blend of heritage and innovation [17][18][19] - The integration of modern techniques with traditional weaving methods is presented as a strategy for enhancing the quality and appeal of Tibetan carpets in the global market [18][19] - The role of the People's Daily Overseas Edition in documenting the growth and development of this industry is acknowledged, illustrating its impact on cultural exchange [19][20]

Core Viewpoint - Anhui province is actively promoting the integration of intangible cultural heritage (ICH) with youth engagement, aiming to revitalize traditional crafts and enhance cultural confidence among young people through various initiatives and projects [1][2][3]. Group 1: Youth Engagement in ICH - The Anhui Youth League has launched the "Non-Heritage Youth Inheritors" project to attract young people to participate in ICH activities, focusing on knowledge dissemination, skill experiences, and cultural tourism integration [1][2]. - Youth teachers and students from Anhui University of Architecture are involved in digital dissemination of ICH, creating workstations and night schools to teach traditional crafts like wool flower making and gourd painting [2][3]. - Regular activities such as "Exploring Local ICH to Enhance Cultural Confidence" are conducted to foster a sense of responsibility and recognition of local culture among youth [3]. Group 2: Community and Online Initiatives - ICH projects are being introduced into communities, universities, and markets to engage young people, with events like the "Youth Market" attracting over 30,000 participants [3]. - The Anhui Youth League is leveraging online platforms to create cultural products that showcase ICH, featuring young inheritors in videos that highlight their stories and skills [4][5]. - Collaborative efforts have led to the production of cultural products that combine traditional ICH with modern aesthetics, making them appealing to younger audiences [5][6]. Group 3: Innovative Branding and Support - The Anhui Youth League is innovating activity brands like "Not Just ICH" through folk songs and MV productions to enhance the visual appeal of ICH [6][7]. - Local organizations are supporting ICH inheritors by connecting them with educational institutions and providing platforms for creative expression, such as the "Youth Afternoon Tea" exchange activities [7]. - Future plans include deepening initiatives that highlight political functions, local culture, and youth characteristics, aiming to create a vibrant cultural ecosystem that encourages youth participation in cultural innovation [7].