Core Insights - The rise of "Guochao" consumption has significantly boosted niche markets represented by intangible cultural heritage (ICH) skills, with platforms like Douyin facilitating the integration of cultural transmission and commercial development [1][10] Group 1: Development of ICH through Short Video Platforms - The rapid growth of short video platforms has provided new channels for the dissemination of ICH, with many practitioners starting to utilize Douyin to increase exposure [3] - Notable examples include Wang Xi, a practitioner of Beijing's shadow puppetry, who gained nearly 300 million views on a topic he created in three days, marking a significant milestone in ICH short video dissemination [3] - By 2025, Wang Xi's live streaming efforts attracted over 100,000 viewers in a single session, showcasing the potential for cultural and commercial synergy [3] Group 2: Entrepreneurial Ventures by ICH Practitioners - Some ICH practitioners have begun entrepreneurial ventures to create a more systematic and professional operational framework, such as the establishment of Beijing Mianren Cultural Co., Ltd. by Lang Jiazhi [4] - This company covers the entire process from product creation to offline activities and video planning, indicating a shift towards a more business-oriented approach in the ICH sector [4] Group 3: Consumer Demand and Market Dynamics - The favorable industry environment has accelerated the growth of the self-media sector, driving the commercialization of ICH and creating a positive "demand-driven supply" dynamic [5] - High exposure on short video platforms has generated stable fan traffic for ICH projects, leading to diverse commercial opportunities such as performances and customized products [5] Group 4: Challenges in Commercialization of ICH - Despite the growth, challenges remain in the commercialization of niche ICH skills, including a lack of professional marketing capabilities among some practitioners [7] - High production costs and long manufacturing cycles hinder the ability of ICH products to become mainstream consumer goods [7] - The limited consumer base and the need for practitioners to balance creative work with market demands further complicate the commercialization process [7] Group 5: Differentiated Commercialization Paths - Different ICH skills exhibit varied commercialization characteristics, with high-end and customized approaches being more suitable for irreplaceable traditional crafts [8] - Practitioners' understanding of branding influences the direction of their business models, as seen in Lang Jiazhi's focus on quality and cultural transmission over scale [8] Group 6: The Role of Guochao Consumption - The rapid development of ICH products on short video platforms is driven by the Guochao consumption trend, reflecting consumers' confidence and deep recognition of traditional culture [10][11] - The market for Guochao consumption is expected to grow significantly, with projections indicating a market size of 3 trillion yuan by 2028 [12]

Core Points - The 2025 Beijing International Intangible Cultural Heritage Week opened on October 17, attracting hundreds of inheritors and nearly 10,000 exhibits from over 60 countries and regions worldwide, running until October 21 [1] Group 1: Event Overview - The event features four main components: opening ceremony, international intangible cultural heritage exhibition, heritage dialogue, and heritage market, creating an immersive experience of cultural heritage [3] - The "Intangible Heritage Craftsmanship: Renewing Life" exhibition showcases various traditional crafts, including Malaysian "Kebaya" attire, Georgian textiles, Hungarian masks, and Mexican wood carvings, highlighting the cultural narratives behind each piece [3] - The "Intangible Heritage Splendor: Blooming Life" opening ceremony includes performances from various countries, such as the harmonious blend of Guizhou's Dong folk songs and Georgian polyphony, symbolizing a dialogue between different civilizations [4] Group 2: Cultural Exchange and Innovation - The "Elegant Green" segment features a contemporary dance interpretation of the famous Chinese painting "A Thousand Li of Rivers and Mountains," integrating multiple intangible heritage techniques to create a dynamic aesthetic experience [6] - The heritage market at the Urban Green Heart Forest Park offers a variety of cultural experiences, including Turkish kebabs, Sri Lankan tea, and Argentine mate, while showcasing Beijing's intangible cultural heritage through local delicacies and crafts [6][8] - The "Intangible Heritage Dialogue: Co-creating Life" event gathered experts and inheritors from multiple countries to discuss the global dissemination and sustainable ecology of intangible heritage [8] Group 3: Future Vision - The event aims to transform intangible heritage from being merely protected to being actively needed and participated in, emphasizing its contemporary relevance and vitality [8]