来源：环球网 11月24日，由咪咕数字传媒有限公司、陕西广电精品综艺导演工作室、榆林市非遗协会出品的陕北民歌 题材微短剧《阔少回乡》在陕西榆林开机。出品方相关负责人、剧集主演及多位陕北民歌手、陕北民歌 的非遗传承人出席开机仪式。 《阔少回乡》以"破碎与重建"为情感核心，讲述了海归青年白维特经历家族破产后，通过接触陕北民 歌、道情、腰鼓等非遗，从浮华"阔少"蜕变为非遗传承者。他逐渐领悟音乐并非炫技工具，而是生活回 响与情感载体。据悉，该剧是通过一位陕北民间歌手的真经历事改编，故事充满了生活的真实体悟，在 独特陕北文化的底色上又充满了情感的冲击。 陕北民歌，是黄土高原上流淌的血液，是中华民族文化宝库中一颗璀璨的明珠。它不仅是陕西省的文化 名片，更是国家级非物质文化遗产的重要组成部分。该剧正是将陕北民歌这一古老非遗通过微短剧的全 新载体做了创新型转化。文化和旅游部曾召开关于对我国非遗保护传承的重要工作会议，强调"要扎实 做好非物质文化遗产的系统性保护，更好满足人民日益增长的精神文化需求，推进文化自信自强"。在 国家广播电视总局"跟着微短剧看非遗"创作计划倡导下，微短剧《阔少回乡》应运而生。该剧是"微短 剧+非遗"、 ...

Core Viewpoint - The article emphasizes the potential of integrating intangible cultural heritage (ICH) into the tourism and economic landscape of the Hengqin-Macau region, transforming it from a static display to an interactive and engaging experience for visitors [1][2][3] Group 1: Event Overview - The Fourth China (Macau) International High-Quality Consumption Expo and Hengqin World Bay Area Forum will take place from September 3 to 7, featuring a cultural tourism theme forum on September 4 [1] - The event aims to explore how ICH can be made more accessible and engaging, moving beyond traditional exhibition formats [1] Group 2: Cultural Integration and Economic Opportunities - Yang Mingxia, Deputy Director of the Beijing Institute of Intangible Cultural Heritage, suggests treating ICH as a "super interface" that can connect with various modern elements such as nightlife, performances, and digital media [1][2] - Successful examples of ICH integration include the "Bamboo Town Lights Up the Great Wall" event in Anji, which attracted 32,000 visitors and generated significant social media engagement [2] - The article highlights the unique cultural and institutional advantages of Macau and Hengqin, which can facilitate cross-cultural collaborations and promote ICH on a larger scale [2][3] Group 3: Role of Celebrities and Market Expansion - The involvement of celebrities as "cultural ambassadors" can enhance the visibility and appeal of ICH, with tailored collaborations to promote various traditional crafts [3] - Yang emphasizes that ICH should be viewed as a future asset rather than a relic of the past, advocating for its transformation into interactive and marketable cultural units [3] - The potential for creating a new economic ecosystem through ICH is significant, particularly in the context of the Greater Bay Area and its international connections [3]

Core Insights - The 9th China Chengdu International Intangible Cultural Heritage Festival was held from May 28 to June 3, showcasing the integration of traditional crafts with modern e-commerce through Douyin's live streaming and sales initiatives [1] - Douyin e-commerce reported significant growth in sales of intangible cultural heritage products, with transaction volume exceeding 4 billion yuan during the festival [1] - The platform's initiatives have led to a 64% increase in product submissions related to intangible cultural heritage and a 105% increase in content shares over the past year [1] Douyin E-commerce Performance - During the festival, 152 intangible cultural heritage products achieved sales exceeding 1 million yuan, with overall sales increasing by 209% compared to the previous period [1] - The number of live streaming rooms dedicated to intangible cultural heritage products saw a 239% increase in transaction volume [1] - Douyin e-commerce's GMV (Gross Merchandise Volume) grew by 87% year-on-year, indicating a strong consumer engagement and shopping behavior [2] Product Highlights - The "Diverse Phoenix" embroidered shoes became a bestseller, with over 50,000 pairs sold on Douyin e-commerce [2] - Limited edition tea and water boiling silver pots crafted by national intangible cultural heritage inheritor Cun Fabiao sold out during a live streaming event, generating 1.86 million yuan in sales [3] - The platform has also supported the sale of small wooden carvings from Putian, with sales doubling year-on-year for these products [5] Marketing and Promotion Strategies - Douyin e-commerce has launched special support initiatives to help intangible cultural heritage inheritors and brand enterprises expand their market reach [2] - The platform encourages more engaging storytelling around intangible cultural heritage through interactive topics and dedicated live streaming sessions [5] - The ongoing "Intangible Cultural Heritage Products on Douyin" campaign aims to enhance visibility and sales for these unique products during major promotional events like the 618 shopping festival [5]

Core Viewpoint - Luckin Coffee collaborates with the 9th China Chengdu International Intangible Cultural Heritage Festival, launching products that integrate traditional cultural elements and techniques [1][2] Group 1: Collaboration and Product Launch - Luckin Coffee is the official partner of the 9th China Chengdu International Intangible Cultural Heritage Festival, introducing co-branded products such as "Light Milk Tea · Fresh Brewed Light Gardenia" [1] - The collaboration features packaging and merchandise that incorporate elements from Sichuan's intangible cultural heritage, including Shu Brocade, Shu Embroidery, Chengdu Silver Flower Wire, Chengdu Lacquer Art, and Tibetan Weaving [1][2] - A variety of themed peripheral products will be launched, including collectible albums, blind bag cards, and metal badges, to narrate the story of intangible cultural heritage [2] Group 2: Engagement with Cultural Heritage - Luckin Coffee has obtained authorization from multiple intangible cultural heritage inheritors, allowing consumers to scan QR codes on packaging to learn more about the heritage techniques and the artisans behind them [2] - Notable inheritors include Hu Guangjun, a representative inheritor of the national intangible cultural heritage Shu Brocade weaving technique, and Yang Huazhen, a representative inheritor of Tibetan weaving and embroidery [2]