Time-Honored Brands in Intangible Cultural Heritage: When 'Old Crafts' Meet 'New China-Chic'
Many time-honored Chinese brands are themselves carriers of intangible cultural heritage. Intangible heritage is not a specimen in a museum; it is re-entering daily life through the China-Chic trend.
A large number of China's time-honored brands are themselves carriers of intangible cultural heritage. Intangible heritage is not a specimen in a museum; it is re-entering daily life through the China-Chic trend.
1. Visualizing Craftsmanship: Making 'Slowness' a Selling Point
The wire-inlaying of Cloisonné (Jingtailan) and the woodblock watercolor printing of Rongbaozhai were once hidden processes, but now they are brought to light through documentaries and live streams. 'Visible craftsmanship' has more communicative power than 'invisible processes.'
2. IP-ification: From Products to Symbols
Niren Zhang (Clay Figurine Zhang) and Lao Feng Xiang have transformed classic designs into collectible, wearable cultural symbols, elevating intangible heritage from 'utensils' to 'identity expressions.'
3. Experience-Oriented: Turning Workshops into Check-in Spots
More and more time-honored brands are opening intangible heritage experience workshops, allowing consumers to shift from 'buying things' to 'participating in creation.' Experience becomes memory, and memory becomes repurchase.
Brands mentioned
Sources / Further reading
All content here is original analysis and roundup; data follows official sources such as the MOFCOM time-honored brand list. Please attribute when citing.