一晃学了6年，理想日渐丰满、现实日渐残酷，要靠年画养活自己并不容易。刘钟萍有些动摇了，可那 时她刚到清华大学参加了"非遗研培计划"的学习，"不好意思就这么跑掉"。学习过程中老师们传达的一 个理念此刻在她心里明朗——非遗传承最关键的一个字就是"用"，让传统技艺融入当代生活。 "年画还有什么用？"当别人再问起这个问题，刘钟萍试着反问回去，"你有什么愿望？因为年画自古以 来都承载着人们对美好生活的向往和各种各样的愿望"。有单身女性正在为"脱单"发愁，有带娃母亲希 望自己的孩子逢考必过，还希望自己多赚点钱。简单！这些年画里刚好都有：寓意"脱单"的喜神和合二 仙、逢考必过的考神、财源滚滚的财神……刘钟萍把传统的形象结合现代人的审美，重新包装成可爱又 喜庆的系列年画。 2025年春节是第一个"非遗版"春节。时间回到2024年12月4日，联合国教科文组织通过评审，宣布将"春 节——中国人庆祝传统新年的社会实践"列入人类非物质文化遗产代表作名录，现场一片欢腾。 "年画女侠"刘钟萍没想到，自己的人生即将迎来高光时刻——现场的中国代表团向各国祝贺者送出饱含 美好寓意的春节红包，上面印着的"金榜题名"年画正是出自刘钟萍之手。这一幕 ...

佛山木版年画是我国华南地区著名的民间年画，据史料记载距今已有600年到700年的历史，早在 2006年就被列入第一批国家级非物质文化遗产代表性项目名录。刘钟萍2014年开始拜师学习这项传统技 艺，如今的她一边守着师父留下的百年老铺，一边打造"解忧年画铺"子品牌，设计出"诸神复活"系列爆 款年画产品，让"解忧年画铺"成为年轻人口中"潮得很传统"的品牌，并由此开启了与其他品牌的合 作。"只有让更多人喜欢我们的品牌，不断提高品牌附加值，才能让这项古老技艺更好地传承下去。" 在清华大学美术学院教授陈岸瑛看来，目前在传统工艺类的非遗项目传承上，有两种值得关注的品 牌发展模式，一是品牌联名或集群模式，有助于解决非遗传承中零散、孤立的状态，抱团取暖、取长补 短，增强市场活力；二是母子品牌模式，母品牌常常为大师个人品牌，专注创作收藏级的精品，子品牌 往往面向年轻消费群体和日常生活，形成对母品牌的补充。 乔琳，乔氏珐华陶瓷传统手工技艺晋城市级代表性传承人，同样是"90后"，同样对非遗传承有想 法。"非遗品牌建设，最终要落在产品上。"乔琳说，他们坚持守正创新，比如在釉色上，从传统五色发 展到百余种颜色，还大胆突破，创造了新的美学 ...

Core Points - The event "New Power of Intangible Cultural Heritage - Cultural Bay Area: Brilliant Intangible Heritage of Guangdong-Hong Kong-Macao Greater Bay Area" opened on November 1 in Macau, showcasing the region's intangible cultural heritage [1][2] - The event features a thematic exhibition, interactive skill demonstrations, experience workshops, and sales of intangible cultural heritage creative products, highlighting over 50 representative intangible cultural heritage items from the Greater Bay Area [1] - The "New Power of Intangible Heritage" thematic exhibition will run from November 2 to March 15, 2026, at the Macau Museum, with four themes: "Lingnan Color," "Geometric Creation," "Musical Play," and "Beyond the Artistic Conception" [1] - Performances at the opening ceremony included Portuguese folk dance, Sha Tau Kok fish lantern dance, and Hakka lion dance, which received enthusiastic applause [1] Industry Collaboration - The "Macau Intangible Cultural Heritage New Generation Training Program 2025" graduation ceremony was also held, part of a cultural cooperation project among Guangdong, Hong Kong, and Macau [2] - The training program involved 30 students who participated in theoretical studies and field visits in Macau, Guangzhou, and Hong Kong, engaging with intangible cultural heritage inheritors [2] - Participants will also take part in the interactive skill demonstrations during the event [2]

Core Insights - The event "Xinjiang is a Good Place" showcased intangible cultural heritage (ICH) from Xinjiang and 25 other provinces, promoting the integration of ICH into modern life [1][3] - The theme of the event was "Cultural Enrichment of Xinjiang, ICH Adds Color," featuring 435 ICH representative projects and 383 ICH inheritors [1][3] - The event has been held for five consecutive years, with a total of 1,450 inheritors participating and 1,217 ICH projects exhibited [3] Group 1: Event Highlights - The event included various activities such as ICH performances, markets, workshops, and online exhibitions, showcasing the diversity of ICH [1] - Participants expressed excitement about the opportunity to engage with traditional crafts and learn about the richness of Chinese culture [1] - The event facilitated creative exchanges among inheritors, leading to innovative ICH products [1][2] Group 2: Collaboration and Learning - Collaboration between ICH inheritors from different regions, such as the integration of Foshan woodblock painting with Hetian mulberry paper, opened new avenues for development [2] - The event emphasized the importance of mutual learning and skill enhancement among inheritors, contributing to market expansion and artistic growth [2][3] - Training programs have been established to support local artisans, resulting in increased income and skill development for over 100 local craftsmen [3] Group 3: Economic Impact - The event attracted over 70,000 visitors, indicating strong public interest in ICH [5] - The "Summer Shopping Month" for ICH in Xinjiang generated over 1.5 billion yuan in sales through live streaming [5] - The popularity of ICH products, such as Edale silk and Hetian jade carvings, highlights the commercial potential of traditional crafts [4][5]

Group 1 - The theme activity "Cultural Enrichment of Xinjiang through Intangible Cultural Heritage" showcased 435 representative intangible cultural heritage projects and 383 inheritors, promoting the integration of intangible heritage into modern life [1][3] - The event attracted over 70,000 visitors, and the "Intangible Heritage Summer Shopping Month" in Xinjiang generated sales exceeding 1.5 billion yuan [5] - The event has been held for five consecutive years, involving 1,450 inheritors and displaying 1,217 representative intangible cultural heritage projects [3] Group 2 - The collaboration between different regions' intangible cultural heritage practitioners, such as the integration of Foshan woodblock painting with Hetian mulberry paper, has opened new avenues for development [2] - The training provided by Yangzhou to over 100 Hetian jade carving practitioners has resulted in the creation of numerous jade carving cultural products that are well-received by consumers [2] - The event featured interactive spaces like "Weaving Dreams," allowing visitors to experience the intricacies of intangible heritage through digital looms [3]

Core Viewpoint - The 2025 "Xinjiang is a Good Place" intangible cultural heritage (ICH) aid exhibition event showcases the integration and promotion of various ethnic cultures through ICH, highlighting the significance of cultural exchange and collaboration among different regions in China [1][3]. Group 1: Event Overview - The main venue for the event is the ancient city of Yotkan in Hotan, Xinjiang, which opened on August 15, featuring the largest scale of ICH projects and representatives from 25 provinces and regions, with 435 ICH representative projects and 383 inheritors participating [1][3]. - The event emphasizes the role of ICH in fostering interaction and integration among different ethnic groups, with 52 ICH exchange works symbolizing harmonious coexistence and mutual learning among provinces [1][3]. Group 2: Cultural Innovations - The brand "Grandpa Does Not Brew Tea" launched an ICH collaboration in Yotkan, combining tea culture with the traditional Uyghur Adras silk dyeing technique, showcasing a blend of design and sensory experience [3]. - The collaboration features a tea product that incorporates elements from both Wuhan's paper-cutting and Uyghur silk patterns, reflecting a vibrant fusion of traditional heritage and modern culture [3]. Group 3: Youth Engagement - The newly opened Tianjin ICH Museum in Yotkan aims to engage young students, hosting over a thousand middle and primary school students daily for educational visits, thereby planting the seeds of cultural appreciation among the youth [6]. - The museum showcases various ICH projects, including Yangliuqing New Year paintings and clay figurines, contributing to a continuous cultural celebration in the region [6].

Core Insights - The 20th China International Small and Medium Enterprises Expo is currently ongoing, featuring the 2025 Asia Time-honored Brands Exhibition with the theme "Inheritance, Innovation, Integration" [1] - The exhibition includes nearly 180 brands and organizations, covering a display area of 10,500 square meters, and features six major exhibition areas and seven special events [1][2] - The event aims to serve as a platform for the transformation and upgrading of traditional industries, showcasing how time-honored brands can leverage technology for innovation [2][3] Group 1: Exhibition Highlights - The exhibition features six major areas, including time-honored brands, intangible cultural heritage skills, chain franchises, IP licensing, international time-honored brands, and foreign trade products for domestic sales, attracting over 140 participating companies [2] - Notable brands include Chinese time-honored brands and well-known chain stores like Sam's Club and Miniso, with an expected attendance of over 30,000 professional visitors [2] - The event emphasizes the integration of "intangible cultural heritage + technology," showcasing how blockchain technology can help in the digital rights confirmation of time-honored brands [2][3] Group 2: Digital Transformation and Innovation - The launch of the "365-day non-stop" cloud exhibition platform is a significant technological highlight, utilizing AI for precise matching between buyers and suppliers [4] - The platform features "digital twin exhibition booths" to track consumer interaction data in real-time, aiding brands in optimizing their product structures [4] - Innovative products combining traditional elements with modern technology, such as Bluetooth earphones with Cantonese embroidery and sneakers inspired by lion dance, are attracting younger audiences [4] Group 3: Special Events and Future Prospects - The four-day exhibition will host seven special events, including policy guidance for Hong Kong, Macau, and Taiwan enterprises to expand domestic markets [5] - A white paper on the digital development of time-honored brands will be released, outlining upgrade paths in the context of new productive forces [5] - The exhibition aims to promote the extraction of new momentum from historical accumulation, enhancing cultural confidence and driving consumption upgrades [5]