Core Insights - The article highlights the increasing involvement of young people in the transmission and preservation of intangible cultural heritage (ICH) in China, with over 200 million new ICH-related videos created in 2024 and a 95% increase in creators born after 2000 [1][12] - The support from Chinese brands is crucial in revitalizing ICH skills, exemplified by the "charging" plan initiated by Yuanqi Forest, which aims to raise awareness and appreciation of ICH among younger generations [3][12] Group 1: Youth Engagement in ICH - In 2024, the number of creators born after 2000 engaged in ICH has surged by 95%, while the number of inheritors under 30 has increased by 24% [1] - The annual sales volume of ICH products has surpassed 6.5 billion units, indicating a growing market for these cultural items [1] Group 2: Brand Initiatives and Cultural Events - Yuanqi Forest's initiative included a large-scale performance of the Ansai Waist Drum, which involved 1,600 participants and aimed to showcase the power of ICH [3][6] - The performance was a culmination of four months of preparation, highlighting the community's enthusiasm and commitment to preserving their cultural heritage [6] Group 3: Challenges in ICH Preservation - The article discusses the challenges faced in learning and performing traditional arts, such as the Ansai Waist Drum and the Huohuo performance, which require significant physical and technical skills [5][10] - The Huohuo performance, which has a history of over 120 years, faces risks and difficulties in transmission due to its dangerous nature and the loss of traditional performance tools [10][11] Group 4: Digital Platforms and Cultural Promotion - Social media platforms like Douyin and Bilibili have become vital for young creators to promote ICH, with many achieving millions of views on their content [12][13] - The "charging" plan by Yuanqi Forest has led to significant engagement, with ICH-related content reaching over 100 million views across various platforms [12] Group 5: Economic Impact of ICH - The report indicates a 187% year-on-year increase in the number of offline ICH-related businesses on Douyin, with group purchase orders rising by 173% [12] - The involvement of young creators and brands is transforming ICH from being forgotten to being celebrated, thus enhancing its market value and cultural significance [12]

Core Viewpoint - The newly passed "Regulations on the Protection, Inheritance, and Development of the Ansai Waist Drum" aims to provide a comprehensive legal framework for the preservation and promotion of this traditional art form, emphasizing both protection and innovation [1][2]. Group 1: Legal Framework - The regulations consist of 21 articles covering protection scope, government responsibilities, inheritance and development, and support measures, establishing a systematic legal basis for the Ansai Waist Drum [2]. - The regulations emphasize "living inheritance" rather than mere preservation, encouraging innovation while safeguarding traditional techniques and instruments [2]. Group 2: Cultural Significance - The Ansai Waist Drum has a history dating back over 2000 years to the Qin and Han dynasties, originally serving military purposes before evolving into a vital cultural expression for celebrations and rituals [1]. - Recognized as a national intangible cultural heritage in 2006, the Ansai Waist Drum has undergone significant evolution, developing a unique artistic style over time [1]. Group 3: Implementation and Community Engagement - The regulations aim to integrate the Ansai Waist Drum into contemporary life by promoting its presence in schools and communities, fostering talent development, and encouraging the passing down of skills from masters to apprentices [2]. - The goal is to ensure that the art form is actively practiced and appreciated, with plans for performances and regular training sessions to be legally protected [2].

Core Viewpoint - The "2025 Intangible Cultural Heritage Video Creation Conference" aims to revitalize and promote China's intangible cultural heritage through video storytelling, leveraging the power of social media platforms to reach a wider audience and engage younger generations [1][3][4]. Group 1: Conference Overview - The conference, held in Wuyuan, Jiangxi, features performances of various intangible cultural heritage forms, including the Anse Waist Drum and Huangmei Opera, showcasing the rich cultural diversity of China [1][10]. - It is the first collaboration event between intangible cultural heritage inheritors and content creators across multiple platforms, focusing on creating a new ecosystem for heritage dissemination [1][3]. Group 2: Video as a Medium - Video is highlighted as a dynamic and effective medium for storytelling, capable of transcending geographical and temporal limitations, thus bringing intangible cultural heritage to life [3][6]. - The rise of short videos and documentaries is reshaping the pathways of heritage transmission, allowing for immersive and engaging narratives [3][4]. Group 3: Youth Engagement - The "Youth Intangible Cultural Heritage Video Creation Nurturing Action" was launched to support young creators and heritage inheritors, providing them with resources and platforms for collaboration [4][7]. - A total of 214 intangible cultural heritage inheritors and 98 young creators have been selected for this initiative, which aims to bridge the gap between traditional heritage and modern video creation [4][7]. Group 4: Cultural Performances - The opening ceremony featured a variety of performances that highlighted the contemporary vitality of traditional arts, including a fusion of traditional martial arts and modern stage techniques [10][12]. - The event also included a "Five Good" intangible cultural heritage market, showcasing traditional food, music, crafts, and performances from across the country [18][19]. Group 5: Future Initiatives - The conference will continue with master classes and forums focusing on the transmission and development of intangible cultural heritage in the digital media age, fostering collaboration between heritage inheritors and video creators [19][21]. - The goal is to gather social forces to promote the innovative dissemination of traditional culture, ensuring its relevance and accessibility to future generations [19].