AMID a sea of formally dressed students at the Guangdong provincial segment of the 2023 China College Students’ “Internet+” Innovation and Entrepreneurship Competition at Shenzhen University (SZU) in August 2023, Pan Miaoyan stood out in a vibrant traditional Chinese dress.

As a first-time competitor from SZU, Pan boldly stepped into the role of project leader, guiding the team through the competition. Focused on revitalizing intangible cultural heritage, the team proposed integrating it with digital technology to develop novel methods for cultural dissemination. Their creativity, exemplified by concepts like a virtual digital human narrator, earned them the provincial gold medal.

They have continued their efforts with a series of in-person activities, including a notable event at SZU on Dec. 21, 2023, which attracted a large audience. The event featured live demonstrations by inheritors of intangible cultural heritage, such as Chinese knotting, artistic paper-cutting, and the horse-head fiddle, a traditional stringed musical instrument often used by the Mongolian ethnic group.

“We are delighted that the event has provided an interesting experience for everyone, especially many international students. Next, we will attempt to replicate the model of this event to promote other activities,” said Pan.

Qiu Wenqing, a fourth-level researcher at the Shenzhen Intangible Cultural Heritage Protection Office, expressing her excitement, said, “It is wonderful to see intangible cultural heritage becoming more accessible to younger generations. While commercialization is necessary, Pan’s team has come up with a brilliant idea. I hope more young people will participate and contribute to the creative and innovative growth of traditional culture.”

Speaking about the inspiration for embarking on this path, Pan said, “Initially, I reflected on the nature of intangible cultural heritage, then considered how they could be commercialized and which categories would be the most appropriate.” She added, “I believe that only by combining culture with commerce can it be a sustainable endeavor.”

However, this project hasn’t been easy. As college students, Pan and her teammates faced many obstacles. An unstable cash flow has been a constant struggle, putting them at a disadvantage against mature tech firms. Moreover, with graduation nearing, members’ career paths have begun to diverge, making team restructuring necessary.

Still, Pan isn’t discouraged. “Though starting a business now is extremely hard, I’ll find like-minded people and move forward with them,” she said. At present, the team has shifted its focus to managing online brand accounts and the ceramic category.

“Passion is the fuel that drives me. Telling Chinese stories and spreading traditional culture overseas isn’t just a task, but a lifelong commitment that will always be part of my future plans,” said Pan with a sparkle in her eyes.