A REVIVAL of intangible cultural heritage (ICH) is sweeping China, driven by a new generation of artisans and robust consumer interest. Ancient crafts are being transformed into modern global commodities as young innovators breathe contemporary life into time-honored traditions, supported by government policies and digital platforms.

This transformation was on full display at the six-day 2025 ICH Brand Promotion Week, which concluded Friday in Dali, Yunnan Province. Organized by the Ministry of Culture and Tourism, the event featured over 120 heritage brands showcasing the successful integration of traditional craftsmanship with contemporary design.

The ministry highlighted that this movement is being led by the youth, with numerous people in their 20s, 30s, and 40s joining ICH preservation efforts and launching distinctive heritage brands.

At the event’s launch, Douyin, China’s version of TikTok, announced that its e-commerce platform had fulfilled 6.5 billion orders for ICH-related products in the past year. Rival platform Kuaishou reported over 178 billion views for ICH-related content. Furthermore, during the recent “Double 11” shopping festival, sales of ICH products on Alibaba’s Taobao platform reached 9.42 billion yuan (US$1.33 billion).

Brian Linden, an American from Chicago who has lived in Dali for over a decade, observes that this surge is rooted in growing cultural confidence. “This is reshaping Chinese consumption patterns, making heritage products part of daily life,” Linden said. “Meanwhile, these goods, infused with Chinese aesthetics, are crossing borders and stirring a strong ‘China chic’ trend in the international market.”(Xinhua)