By tf-lawyer.com On October 25, in Nanning, China, the cultural phenomenon of incorporating traditional arts into creative products, especially among younger generations, has gained momentum. As we witness the British toy brand Jellycat gaining viral popularity on social media, it has sparked a surge in the sale of plush cultural products. Chinese merchants are tapping into unique cultural elements, including intangible cultural heritage, by offering local creative items like Xi’an’s “fluffy steamed buns,” Guangdong’s traditional medicine plush toys, and Guangxi’s Zhuang brocade sugar tangerines for tourists to collect.
At a creative market in Nanning, Luo Zihan, who works on innovative projects related to intangible cultural heritage, has partnered with a plant shop to create “niche boutiques” that blend environmental consciousness with Zhuang culture. She has introduced cross-disciplinary heritage products such as “ice cream Zhuang brocade stamps,” “Zhuang brocade-themed plant backpacks,” and “bouquet plush toys.” By designing her booth as a photo point, she invites visitors to stop and capture moments, providing them with emotional value while appealing to their curiosity for novelty.
“Even a small cultural stall can present a grand cultural narrative. Our unique intangible heritage products draw people to our booth, allowing me to share the cultural connotations behind Zhuang brocade,” said Luo, a post-95 embroidery artisan. With the rise of “Guochao” (national trend) culture, she aims to integrate intangible heritage into everyday life, creating functional items like the tapered “Zhuang brocade plant backpack,” encouraging more people to take Zhuang products out into the world.
Under the influence of traditional aesthetics, intangible heritage techniques are revitalized through creative products, and the forward-thinking Gen Z artisans are becoming stars of the market, bringing a stylish twist to heritage crafts. “I incorporated the fish motifs from the traditional architecture of northern Guangxi to create cute ceramic fish ornaments. These culturally distinctive creative products are loved by the younger generation,” shared Ma Yinjie, a young artisan from the “Flourishing Blossoms” creative team.
Huang Rongchuan, head of the Department of Intangible Cultural Heritage Protection at Guangxi University for Nationalities, established the “Flourishing Blossoms” team in 2019 to engage in innovative projects related to intangible heritage. Most team members are design students who apply their learning to heritage-related practice, showcasing trendy heritage products at market events to aid in the preservation of intangible culture.
Through research, Huang has found that inheritors of intangible heritage often face challenges in innovating their products. He believes that involving the younger generation in heritage protection and promotion, leveraging their aesthetic sensibilities, can lead to breakthroughs in product innovation.
Huang pointed out the current trend among young people toward new Chinese styles, with a penchant for visiting “Guochao markets.” He collaborates with local exhibition teams and heritage inheritors to regularly organize cultural markets in Nanning, Beihai, and other areas, providing a platform for young enthusiasts of intangible heritage.
Young people are enjoying “Guochao lifestyle” experiences by sipping traditional teas, wearing Hanfu while strolling ancient streets, and photographing floral hairpins. The market for intangible heritage is infused with new vitality through young perspectives. Huang believes that Gen Z is particularly adept at using the internet for communication and sharing, which empowers them to propose fresh ideas for revitalizing intangible heritage.
“I hope more people can learn about a city or region through trendy intangible cultural heritage products,” Luo Zihan expressed.
