Core Insights - The article highlights the dynamic interplay between traditional cultural heritage (non-material cultural heritage) and modernity, showcasing how ancient crafts can resonate with contemporary audiences through innovative expressions and platforms [1][2]. Group 1: Cultural Heritage and Modernity - The presence of a 50-year-old representative of Qiang embroidery alongside a young influencer illustrates the blend of ancient craftsmanship with modern marketing strategies, attracting a diverse audience [1]. - Non-material cultural heritage is described as having a unique "gravitational pull," representing the cultural essence and historical depth of a nation, evoking emotional responses from individuals [1]. Group 2: Digital Engagement and Youth Participation - The rise of short video platforms has facilitated the widespread sharing and engagement with non-material cultural heritage, with Douyin reporting over 200 million new videos related to national intangible cultural heritage in the past year [2]. - The number of young creators (post-2000s) producing non-material cultural heritage content has surged by 95%, indicating a growing interest among the youth [2]. Group 3: Challenges and Opportunities - While the rapid consumption of cultural heritage through quick videos can spark interest, there is a caution against superficial engagement, emphasizing the need for deeper exploration and understanding of these traditions [2]. - The article envisions a future where traditional skills are integrated into everyday life, allowing for a vibrant coexistence of ancient and modern practices, thus enhancing cultural identity [2].