Core Insights - The article discusses how the brand "Today Fresh Milk Shop" under New Hope Dairy is leveraging cultural heritage to connect with consumers in a meaningful way through its marketing campaign "Intangible Cultural Heritage New National Trend, Today Just Right" which will run until 2025 [1][32] Group 1: Brand Strategy - "Today Fresh Milk Shop" integrates intangible cultural heritage as a core narrative, moving beyond superficial symbolism to deeply embed traditional Chinese cultural aesthetics into its products [4][6] - The brand collaborates with artisans from five intangible cultural heritage techniques to launch a "Heritage Renewal" initiative, creating a cultural dialogue that bridges tradition and modernity [4][6] Group 2: Cultural Engagement - The brand's narrative extends into public spaces, utilizing outdoor advertising and immersive experiences to engage consumers and elevate brand activities into city-level cultural events [12][22] - "Today Fresh Milk Shop" organizes events like the "Heritage Renewal Week" to allow consumers to experience and interact with traditional crafts, transforming heritage into a tangible part of daily life [14][17] Group 3: Consumer Connection - The brand aims to make intangible cultural heritage a part of everyday life, allowing consumers to experience it through food and drink, thus creating a consumption loop that connects cultural interests to purchasing behavior [26][28] - By positioning itself as a "National Trend Milk," the brand successfully establishes a strong emotional connection with consumers, emphasizing the importance of cultural identity and social values in modern consumption [29][31]