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Research on the Innovation and Development of Chinese Intangible Cultural Heritage Branding

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DOI: 10.23977/jsoce.2024.060217 | Downloads: 25 | Views: 170


Hui Xie 1


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

Corresponding Author

Hui Xie


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.


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


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:


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