Author(s)

Hui Xie ¹

Affiliation(s)

¹ Guangzhou City University of Technology, Guangzhou, 510800, China

Corresponding Author

Hui Xie

ABSTRACT

This paper aims to explore the current status, pathways, and strategies of innovative development in the branding of Chinese intangible cultural heritage. Through literature review and representative case analysis, it reveals the significant role of branding in the protection and inheritance of intangible cultural heritage. The study finds that innovative branding development not only promotes the integration of traditional culture and modern society but also facilitates the dissemination and recognition of local culture globally. However, innovative branding development faces various challenges, including how to promote cultural industry development while protecting cultural diversity and how to address market competition and commercialization pressure. Therefore, this paper proposes strengthening policy support to create a favorable policy environment; emphasizing the inheritance of the essence of traditional culture to cultivate endogenous driving forces for innovative branding development; and focusing on technological innovation and marketing to enhance the brand influence and competitiveness of intangible cultural heritage. Through joint efforts, we can propel innovative development in the branding of Chinese intangible cultural heritage to a new level.

KEYWORDS

Intangible cultural heritage, branding, innovative development, cultural protection, inheritance, policy support, technological innovation

CITE THIS PAPER

Hui Xie, Research on the Innovation and Development of Chinese Intangible Cultural Heritage Branding. Journal of Sociology and Ethnology (2024) Vol. 6: 112-119. DOI: http://dx.doi.org/10.23977/jsoce.2024.060217.

REFERENCES

[1] Shi M, Zhang L, Yang H, et al. Pilot Study of Applying Creative Computing for the Activation of Intangible Cultural Heritage [J]. International Journal of Performability Engineering, 2019, 15(2):611-622. 
[2] Yan S, Xiaojian L. How Design Technology Improves the Sustainability of Intangible Cultural Heritage Products: A Practical Study on Bamboo Basketry Craft [J]. Sustainability, 2022, 14(19):12058-12061. 
[3] Hui N, Zhenyu C. Fusion of the word2vec word embedding model and cluster analysis for the communication of music intangible cultural heritage[J]. Scientific Reports, 2023, 13(1):22717-22719. 
[4] Chiara P, Gabriel B. Can't Touch This: Digital Approaches to Materiality in Cultural Heritage [M]. Ubiquity Press: 2023-12-18. 
[5] Perminus M. Preserving the Tangible Material Culture of the Shona Traditional Music Legacy: An Applied Ethnomusicological Report [J]. Collections, 2023, 19(4):553-570. 
[6] Zhang X. RETRACTED: Research on the integrated development of intangible cultural heritage and industry in Huzhou [J]. International Journal of Electrical Engineering Education, 2023, 60(1_suppl):180-188. 
[7] Ge S, Jin Z. Research on the Application of Digital Design of Jinzuo Furniture Cultural Tourism Display Platform Based on Intangible Cultural Heritage[J]. International Journal of Communication Networks and Information Security, 2023, 15(2):1-12. 
[8] Qihang Q, Yifan Z. “Intangible cultural heritage” label in destination marketing toolkits: Does it work and how? [J]. Journal of Hospitality and Tourism Management, 2023, 56272-56283. 
[9] Adnan A, Ayman N A, Hussein H. ISIS's impact on Syrian intangible cultural heritage: Marriage customs and rituals in the region of Manbij[J]. Contemporary Levant, 2023, 8(2):123-141. 
[10] Jia L, KieSu K. Kano-QFD-based analysis of the influence of user experience on the design of handicraft intangible cultural heritage apps[J]. Heritage Science, 2023, 11(1):59-61. 
[11] Kai-Sean L. Cooking up food memories: A taste of intangible cultural heritage [J]. Journal of Hospitality and Tourism Management, 2023, 541-549. 
[12] Lufang Z, Yue W, Zhichuan T, et al. A Virtual Experience System of Bamboo Weaving for Sustainable Research on Intangible Cultural Heritage Based on VR Technology [J]. Sustainability, 2023, 15(4):3134-3137. 
[13] Mengfei Pan; Yuqing He; Jingshu Li. Exploring the Digital Development Path of Intangible Cultural Heritage under the Background of Rural Revitalization: Taking Chi Shui Bamboo Weaving in Guizhou Province as an example[J].Journal of Humanities and Social Sciences Studies,2023,5(5):21-25.
[14] Hu Jiawei, Ou Jiangyu. Research on the protection and inheritance of intangible cultural heritage under the background of rural revitalisation[J]. Applied Mathematics and Nonlinear Sciences, 2022, 8(2):85-94. 
[15] Mara C, Concetta F, Annamaria R, et al. Enhancing Intangible Cultural Heritage for Sustainable Tourism Development in Rural Areas: The Case of the “Marche Food and Wine Memories” Project (Italy) [J]. Sustainability, 2022, 14(24):16893-16898. 
[16] Qihang Q, Xiaomei L, Yifan Z. Identifying European and Chinese styles of creating tourist destinations with intangible cultural heritage: A comparative perspective [J]. International Journal of Tourism Research, 2022, 25(2): 266-278.

Sponsors, Associates, and Links

---

• Journal of Language Testing & Assessment
  
  
• Information and Knowledge Management
  
  
• Military and Armament Science
  
  
• Media and Communication Research
  
  
• Journal of Human Movement Science
  
  
• Art and Performance Letters
  
  
• Lecture Notes on History
  
  
• Lecture Notes on Language and Literature
  
  
• Philosophy Journal
  
  
• Science of Law Journal
  
  
• Journal of Political Science Research
  
  
• Advances in Broadcasting