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]