Core Viewpoint - Gansu Province's Qingyang City is leveraging its rich intangible cultural heritage (ICH) to develop a folk culture industry, addressing challenges such as a shrinking pool of inheritors and low marketization of ICH projects [1][2]. Summary by Sections Intangible Cultural Heritage and Challenges - Qingyang has a diverse range of ICH, including paper-cutting, shadow puppetry, and embroidery, but faces issues like a declining number of inheritors and low market engagement [1][2]. - The city is exploring systematic protection of ICH, scaling cultural industries, creating brand matrices, and innovating digital communication to integrate ICH into modern life [1]. Cultural Promotion Activities - On May 3, the Chinese Embassy in the U.S. hosted an event themed "Symphony of the Silk Road, Auspicious Gansu," showcasing Gansu's cultural heritage through exhibitions and performances, attracting significant interest from American audiences [1]. Success Stories of Inheritors - Ma Lu, a representative inheritor of Qingyang paper-cutting, has successfully integrated traditional techniques with modern aesthetics, creating popular works that resonate with contemporary audiences [2][3]. - Qingyang has established a protective network for ICH, with 5 national, 57 provincial, 76 municipal, and 616 county-level projects, and has developed over 200 types of cultural products, producing more than 10 million items annually [2]. Market Development and Economic Impact - The Qingyang paper-cutting industry has seen a revival, with Ma Lu earning significant income through workshops and exhibitions, highlighting the potential for ICH to generate economic benefits [5][6]. - The Qingyang embroidery industry, particularly the production of traditional sachets, has expanded significantly, with annual revenues reaching 75 million yuan and products exported to 26 countries [10]. Innovation and Modernization - Inheritors are innovating traditional crafts to meet modern consumer demands, such as creating functional sachets with health benefits and integrating ICH into fashion [13][14]. - The "Jianyun Dress," a fusion of paper-cutting art and modern clothing design, gained immense popularity online, demonstrating the potential for ICH to adapt and thrive in contemporary markets [11][12]. Future Directions - Qingyang aims to promote ICH through diverse integration paths, ensuring traditional crafts remain relevant and accessible to the public, thereby enhancing cultural vitality and economic sustainability [14].

近年来，全国各地在非遗保护传承方面出台了一系列政策措施，并取得显著成果。但与此同时，众 多非遗项目的传承保护出现了"冷热不均"的局面，特别是一些与现代生活联系不紧密的项目，面临传承 人群体缩减、市场化程度不高等问题。 不可否认的是，一些在古代生产生活中形成的传统技艺，已经脱离了现代生活需求。因此，对这些 非遗项目，既要挖掘其独特的文化魅力，也要开发出新的实用功能。 守正不是守旧。非遗项目之所以能流传千百年，正是因为源于生活、成就于生活，要保持其生命力 更不能脱离生活。传统技艺所守之"正"，是技术层面上的艺术特色、工艺优势，也是文化层面上的工匠 精神、传统底蕴，而不是面对新的发展条件和生活环境抱残守缺、泥古不化。杜绝创新的"守"，并非真 正意义上的传承，反而会将非遗项目逼入脱离时代的死胡同。 创意引领创新。近年来，很多地方依托非遗IP开发出系列文创产品，受到市场认可和消费者喜爱。 这些文创产品不仅没有放弃传统技艺和文化特色，反而通过一个创意实现载体更新、形式创新，让更多 人了解非遗、热爱非遗。比如，庆阳的"剪云裳"，就是将剪纸艺术从墙上、窗上转移到身上，既保留了 传统剪纸的技法和图案，也完美融入了现代时尚，实现 ...