Core Insights - The article highlights the rich history and cultural significance of Yidege, a traditional Chinese ink brand founded in 1865, which is celebrating its 160th anniversary this year [8][11]. - Yidege has successfully combined tradition with innovation, offering a wide range of products that appeal to both domestic and international markets, thereby promoting Chinese culture globally [12][14]. Historical Significance - Yidege has a storied past, having survived significant challenges during wartime, including the refusal of its manager, Xu Heng, to surrender the ink formula to Japanese soldiers during the 1937 invasion [10][11]. - The ink formula, created by renowned ink maker Xie Songdai, is recognized as a national secret and has been preserved through generations [11][12]. Cultural Impact - The brand has become a cultural ambassador, with its products being showcased at international events, such as the Asian Infrastructure Investment Bank's annual meeting, thereby connecting Chinese culture with the world [13][14]. - Yidege's products are increasingly popular among foreign tourists, who often purchase ink as a way to take a piece of Chinese culture home [13][14]. Product Innovation - Yidege has introduced over 10,000 products, including innovative items like portable ink paste and seasonal ink tailored to different cultural themes, appealing to younger consumers [14][15]. - The company is actively engaging in "scent economy" by developing unique fragrances inspired by traditional ink, which has resonated well with younger audiences [15][16]. Market Strategy - Yidege aims to enhance its international presence through cultural collaborations and exhibitions, further solidifying its role as a representative of Chinese heritage [13][14]. - The brand's commitment to continuous innovation ensures that it remains relevant in a modern market, expanding its reach beyond traditional consumers [16][17].

Core Points - Beijing will host over 40 intangible cultural heritage (ICH) activities during the 2025 "Cultural and Natural Heritage Day" [1] - The city has 118 national-level ICH inheritors and 348 municipal-level inheritors, indicating a significant reduction in transmission gaps and a notable increase in rural and youth inheritors [1] - The fifth batch of 123 municipal-level ICH representative inheritors will be announced, with 54% under the age of 60, and the youngest being 30 years old [1] - Beijing has 14 UNESCO ICH projects, ranking among the top in the country, along with 144 national-level projects and 303 municipal-level projects, creating a comprehensive protection network [1] Activities and Events - Dongcheng District will launch the "ICH Renewal and Boundless Coexistence" series, combining cloisonné with Olympic elements to showcase the fusion of traditional craftsmanship and modern aesthetics [2] - Chaoyang District will host a palace art exhibition and Bajiquan performance at a trendy landmark [2] - Xicheng and Fengtai Districts will enhance public participation through ICH exhibitions and handicraft workshops [2] - Miyun and Haidian Districts will collaborate with Beijing-Tianjin-Hebei to promote ICH in schools [2]