近日，由文化和旅游部非物质文化遗产司等单位主办的2025非遗品牌推广周活动在云南大理举行。 我省"国字号"代表性非遗品牌成为瞩目焦点，精彩的展示吸引了大量参观者驻足。 本次推广周内容多元、互动性强，设有非遗展销、品牌研讨、新品发布与资源对接等环节。全国百 余家非遗品牌齐聚一堂，既有传统经典，也有时尚新作，共同营造出"可观、可感、可参与"的非遗体验 场景，展现出非遗在当代生活中的蓬勃生命力。 我省"松花石砚制作技艺"第五代传承人携匠心独具的创新作品参展，并在现场生动讲述松花石砚背 后所蕴藏的美学意蕴。每一方砚台，不仅是实用的文房雅器，更是承载东方文化韵味的艺术珍品，让参 观者近距离领略到传统技艺的独特魅力。 始创于1906年的中国首家琥珀雕刻作坊——双和兴，此次也带来一系列精美绝伦的琥珀雕刻作品和 高级琥珀茶具。这些作品将琥珀的天然之美与精湛工艺完美融合，既保留琥珀的温润质感，又赋予其独 特的艺术生命力，不仅展现百年老字号在传承传统技艺方面的坚守，更彰显其在新时代的创新发展。 ...

和田古称于阗。和田南枕巍巍昆仑，北抵浩瀚的塔克拉玛干沙漠，源于昆仑山的和田河、克里雅河、尼 雅河等，由南向北冲积出肥沃的绿洲，是丝绸之路上的明珠，孕育了丰富而绚烂的文化。 日前，"万方乐奏有于阗——新疆和田地区非物质文化遗产展"亮相中国非物质文化遗产馆。展览包含近 600件展品，系统呈现艾德莱斯绸织染技艺、阿依旺赛来民居营造技艺、维吾尔族地毯织造技艺等30项 国家级、自治区级非遗代表性项目，还通过影像播放、技艺演示和互动体验等多种形式，为观众带来沉 浸式体验。在展厅里，观众可以边观非遗技艺、边赏新疆歌舞，还能品尝新疆美食，切身感受和田灿烂 丰富的文化。 玉出昆冈贯古今 漫步展厅，一百余块来自和田市昆仑古事馆的玉石珍品与多件由当代工艺美术大师精心雕刻的和田玉作 品交相辉映，吸引不少观众驻足欣赏。 中华民族有着悠久的玉文化史。"金生丽水，玉出昆冈"。中国古代儿童的启蒙读物《千字文》中的名 句，道出了中国古人心目中对于黄金和美玉代表性出处的理解。 发源于巍峨雪山的喀拉喀什河和玉龙喀什河在阔什塔什附近汇合成和田河，自南向北纵贯塔克拉玛干沙 漠，最终注入塔里木河。夏季丰沛的冰雪融水会形成洪水，将昆仑山中的玉石冲入河底， ...

国际主播网红感受广州南沙"新"魅力 中新网广州11月26日电 题：国际主播网红感受广州南沙"新"魅力 中新网记者 王坚 来自德国、法国、俄罗斯、尼日利亚、巴基斯坦、越南等国家的国际主播网红与"Z世代"外籍青年，近 日走进广州南沙的非物质文化遗产产业园、智能网联汽车展馆、无人驾驶体验区和国际网球场馆，感受 粤港澳大湾区"新"魅力。 在云纱星韵香云纱非物质文化遗产文化园，国际主播网红亲眼见证了香云纱的诞生过程。从薯莨汁的浸 染到河泥的催化，从阳光下的晾晒到织机前的编织，"软黄金"香云纱的传统制作技艺，凝结着"天人合 一"的东方智慧。 "香云纱的制作不是对抗自然，而是顺应自然。"俄罗斯主播维安特在体验晒莨工艺后感慨，"这与全球 倡导的可持续发展理念不谋而合。" 法国青年马于思则被手工织机的精巧所震撼："原来中国不只有机械制造，还有如此珍贵的纯手工 艺。"香云纱，正成为南沙文化"走出去"的柔软载体。 在广汽科技馆，流线型的建筑设计与低碳环保的建材勾勒出"智车之城"的轮廓。 国际主播网红在这里见证了中国汽车从"制造"到"智造"的飞跃：纯电平台、极速电池、ADiGO智能驾驶 系统……技术不再是冷冰冰的名词，而是可触可感的 ...

展区现场，传统与当代的对话令人眼前一亮。数字玉猪龙在屏幕上流转生辉，AR剪纸让观众体验"纸上 生花"，"燕京八绝下午茶"将宫廷美学融入现代生活。便宜坊的现摇元宵、红都集团的盘扣DIY体验区 前排起长队，非遗正从"观赏"走向"体验"。 据了解，大会设置了产品、活动、IP授权、空间赋能、数字创新、教育研学六大对接组别。北京面人 彭、吉兔坊、珐琅厂等50余家非遗方，与建设银行、首都宾馆等50余家需求机构达成合作意向。"这次 对接让我们看到了非遗创新的更多可能。"京绣传承人毕红表示，传统技艺正通过与现代设计的结合焕 发新生。完美世界（002624）研究院执行院长乔婷婷透露，多个非遗项目已进入数字转化评估阶段，未 来将通过游戏、动漫等形态吸引年轻群体。 中央民族大学田艳教授从法治角度提出建议，应建立知识产权专项辅导机制，设置非遗权益维护绿色通 道，推动非遗品牌保护计划，"用法治的力量为传承人撑起保护伞"。 东城区文旅局局长王铁峰表示，未来将通过活态传承让传统技艺走进日常生活，打造常态化供需对接平 台，让非遗成为世界读懂北京的文化窗口。 新京报讯（记者陈琳）11月26日，"非遗焕新"优秀项目扶持计划三年成果展暨东城区非遗 ...

央视网消息：近日，2025年非物质文化遗产保护工作会在云南大理召开，同期启动"2025非遗品牌推广周"。全国120余家非遗品牌集中亮相， 推动非遗融入现代生活。 在大理的展陈现场，传统技艺、生活美学与当代设计集中亮相。本次推广周突出强调让非遗融入当下生活、走进真实消费场景。 如今，青年群体正成为非遗消费的"主力军"，他们注重文化认同、个性审美与场景体验。现场多个品牌以年轻化创意吸引关注。汪氏皮影以谐 音梗与萌系设计重塑传统皮影，朱炳仁·铜打造简约现代的生肖铜雕，契合年轻人祈愿消费心理。 平台数据显示，过去一年，新增国家级非遗代表性项目的视频超过了2亿条。2025年下半年，多个城市参与开展的"非遗好去处""宝藏小城非遗 季"活动，带动相关城市生活服务团购交易合计191亿元。 某视频平台企业社会责任部非遗项目负责人何慧介绍，过去一年非遗好物在平台的销售量超过了65亿单，像宜兴紫砂、鹤庆银器、莆田木雕这 样的非遗好物已经走到了千家万户。 2025年，彝族刺绣与国际奢侈品牌联合推出手袋，并与电商平台、饮品等品牌开展定制合作，使这项传统技艺从民族村寨走进全国市场。阿布 巫淋透露，通过跨界合作，其年收入已从早期的几十万元 ...

Core Points - Beijing Cultural and Tourism Bureau has recognized the first batch of 25 non-heritage workshops in Beijing, including Beijing Gongmei Group Co., Ltd. and Beijing Shiguang Great Wall Homestay Co., Ltd. [1] - The recognized workshops are encouraged to explore innovative development paths under the "non-heritage +" initiative, with local cultural and tourism departments providing guidance and support [1] Summary by Categories Non-Heritage Workshops - The first batch includes 25 workshops, such as: - Beijing Gongmei Group Co., Ltd. focusing on Jingtailan craftsmanship [2] - Beijing Longshun Cheng Chinese Furniture Co., Ltd. specializing in Beijing hardwood furniture making [2] - Beijing Yuyatai Tea Co., Ltd. known for producing Yuyatai Rongli flower tea [2] - Beijing Wuyutai Tea Co., Ltd. recognized for its traditional tea-making techniques [3] Cultural and Employment Impact - The initiative aims to enhance the cultivation of non-heritage talent, skill transmission, and employment promotion [1] - Local cultural and tourism departments are tasked with strengthening support for these workshops to ensure they serve as models in their respective areas [1]

□ 赵越 苏州，这座以"人间天堂"而闻名的历史文化名城，既是江南文化的核心区，也是中国非物质文化遗产的 富集区。苏绣、漳缎、香山帮营造技艺等共同构成了苏州非遗的文化基因。截至今年10月，全市拥有8 项人类非物质文化遗产代表作，33个国家级非遗代表性项目，173个省级非遗代表性项目。面对数字技 术的发展，近年来苏州通过系统性数字化手段，创新非遗保护、传承与利用方式，让非遗从"指尖技 艺"转化为"指尖经济"，走出了一条人文与经济发展相得益彰的新路径。 资源数字化：构建非遗数字基因库 传统的口传心授传承模式容易导致技艺的流失，而分散的展示形式也难以形成规模效应，这无疑制约了 文化资本的有效转化。苏州则以系统化、数字化的采集方式为着力点，为非遗资源构建起"数字基因 库"，夯实了价值转化的基础。 非遗的可持续发展，关键在于与现代产业的深度融合，形成互利共赢的产业链。人文经济学倡导文化经 济化与经济文化化的良性循环，苏州通过创意设计和科技赋能，以数字为纽带推动非遗与现代产业跨界 融合，构建多元价值生态。 苏州丝绸博物馆联合苏绣非遗代表性传承人府向红、府涵璐参与制作的《王者荣耀》游戏人物服装，获 得游戏玩家一致好评。镇湖9 ...

Core Viewpoint - The article highlights the revival and innovation of traditional crafts in Yongkang, particularly focusing on the preservation and modernization of intangible cultural heritage such as tin sculpture and copper art, which are being integrated with contemporary technology and market demands to enhance their relevance and appeal [6][10][17]. Group 1: Traditional Craft Revival - Yongkang is known as the "City of Hardware" and has 110 representative projects of intangible cultural heritage, but traditional crafts have drifted away from daily life over time [6][7]. - The eighth China International Import Expo showcased national intangible cultural heritage, allowing traditional crafts to engage with global markets [6][10]. - The local government emphasizes cultural prosperity as part of rural revitalization, promoting active protection and innovative transmission of traditional crafts [6][17]. Group 2: Technological Integration - The tin sculpture craft, despite its historical significance, faced challenges due to modern industrial materials and high raw material costs [7][8]. - A "gene bank" for tin sculpture has been established, collecting over 10 TB of data to preserve and innovate the craft [8][9]. - The introduction of VR experiences and AI-generated designs has attracted significant public interest, with over 30,000 visitors during a holiday period [9][10]. Group 3: Market Expansion and Economic Impact - The combination of traditional craftsmanship with modern technology has led to increased production efficiency while maintaining the quality of hand-crafted items [10][11]. - Yongkang's tin sculptures have become popular souvenirs and cultural products, expanding their market presence [10][15]. - In the first three quarters of the year, 31 intangible cultural heritage workshops in Yongkang generated over 4.3 billion yuan in sales, creating employment for over 10,600 people [17]. Group 4: Innovative Transmission and Youth Involvement - Younger generations are actively participating in the innovation and transmission of traditional crafts, integrating modern elements into their designs [14][15]. - Workshops are being established to attract tourists and educate them about traditional crafts, significantly boosting local economies [17]. - The local government supports these initiatives through funding and training programs, fostering a new wave of artisans [17].

Core Insights - The event "Youth Entering the Countryside: Intangible Cultural Heritage Supporting Rural Revitalization" was held on November 4, aiming to integrate intangible cultural heritage with rural development [1][2] - The establishment of the "Youth Entering the Countryside: Intangible Cultural Heritage Supporting Rural Revitalization" alliance was announced, which will integrate resources from government, inheritors, universities, youth, and finance [2] Group 1 - The event gathered various stakeholders including inheritors of intangible cultural heritage, scholars, youth representatives, and local government officials to discuss new paths and dynamics for integrating intangible cultural heritage into rural revitalization [1] - Wu Yanfei, Secretary of the Zhejiang Provincial Intangible Cultural Heritage Museum, emphasized that intangible cultural heritage should be viewed as a dynamic resource for rural revitalization, and the museum will continue to build platforms to guide youth in returning to their hometowns [1] - Huang Jiecheng, an inheritor of the Hangzhou woodblock printing intangible cultural heritage, called for more young people to pay attention to and innovate within the realm of intangible cultural heritage [1] Group 2 - Youth representatives highlighted their unique advantages in the dissemination of intangible cultural heritage, product development, and rural operations, expressing willingness to use new ideas and technologies to activate intangible cultural heritage resources [1] - The alliance aims to create a comprehensive support system from skill inheritance to market operation, facilitating resource connection and project implementation to achieve cultural revitalization and industrial upgrading in Zhejiang's rural areas [2]

Core Viewpoint - The eighth China International Import Expo showcases a vibrant display of intangible cultural heritage (ICH) products, indicating a significant growth potential in the ICH industry, projected to exceed 580 billion yuan by 2025 with a compound annual growth rate (CAGR) of over 30% [1][7]. Industry Trends - The ICH market is experiencing a continuous expansion, with the market size surpassing 450 billion yuan in 2024, becoming a crucial driver for cultural consumption market growth and upgrade [3][7]. - The younger consumer demographic, particularly those born in the 1990s and 2000s, now represents over 60% of the market, leading to a transformation of ICH products towards a blend of practicality and aesthetics [2][7]. - The integration of technology and digital transformation is enhancing the ICH experience, with AR, VR, and live streaming becoming popular tools for improving engagement and dissemination [7][8]. Policy Support - Recent government initiatives, including the introduction of regulations for the digital protection of intangible cultural heritage, are aimed at strengthening the preservation, transmission, and utilization of ICH [6][8]. Future Outlook - Experts predict that the future of the ICH industry will focus on technology-driven innovation, cross-industry integration, and internationalization, with a significant emphasis on digital upgrades and the creation of immersive experiences [8][10][12]. - The shift from "rescue protection" to "living innovation" in the ICH sector is expected to inject new vitality into the sustainable development of traditional culture in contemporary society [12].