Core Insights - The micro-short drama "Kuo Shao Returns to Hometown" focuses on the emotional core of "brokenness and reconstruction," depicting the transformation of a returnee youth, Bai Weite, from a wealthy individual to a non-material cultural heritage inheritor through his engagement with Shaanxi folk songs and other intangible cultural heritages [3][5] Group 1: Cultural Significance - Shaanxi folk songs are described as a vital part of the cultural heritage of the Yellow River Plateau and a national-level intangible cultural heritage [5] - The drama innovatively transforms this ancient intangible cultural heritage into a modern micro-short drama format, aligning with the Ministry of Culture and Tourism's emphasis on systematic protection of intangible cultural heritage [5][9] Group 2: Production and Cast - The production involves notable figures including new-generation actors Xuan Hao and musician Han Xiaojiu, marking Han's debut in micro-short dramas [7] - The cast features a "star-studded" lineup of Shaanxi folk singers, with 83-year-old Bai Mingli serving as the artistic director and prominent folk song inheritor Luo Shengjun making a special appearance [7] Group 3: Release and Impact - "Kuo Shao Returns to Hometown" is set to premiere in early 2026 on platforms like Migu, aiming to create a dual dissemination effect of "drama + music" and enhance the cultural influence of tourism and intangible heritage [9] - The drama seeks to convey the value of "perseverance" in intangible heritage transmission, promoting a dynamic and engaging representation of cultural heritage rather than a static display [9]

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]