Author(s)

Caixia Chen ¹, Mustaffa Halabi Azahari ²

Affiliation(s)

¹ Graduate School of Urban Studies, Malaysia City University, Kuala Lumpur, 46100, Malaysia
² School of Urban Studies, Malaysia City University, Kuala Lumpur, 46100, Malaysia

Corresponding Author

Caixia Chen

ABSTRACT

This study aims to resolve the paradox of coexisting "high cultural identity" and "high cognitive barriers" in cultural heritage souvenir development. Taking Quanzhou's Maritime Silk Road ancient architecture as the subject, a mixed-methods approach (N=611 questionnaires + 30 in-depth interviews) reveals:(1) Visitors exhibit high recognition of the cultural value of architectural symbols (85.00%), yet their profound connotations constitute the primary purchasing barrier (51.88%), revealing a disconnect between "symbolic recognisability" and "meaning accessibility";(2) "Combination design" (27.69%) and "functional design" (25.20%) represent dominant preferences, confirming the paradigm shift of souvenirs from "memorabilia" to "everyday cultural carriers"; [1](3) Significant demand disparities exist across generations (Gen Z prioritises digital interaction, core generation values practicality) and groups (local residents versus tourists);(4) The market exhibits a dual stratification: mass-market (≤50 yuan, prioritising value for money) and premium-quality (＞100 yuan, willing to pay cultural premiums). Based on this, this study constructs a three-stage cultural translation mechanism-"prototype decoding-narrative translation-functional anchoring"-alongside a "dual-dimensional generational-consumption capacity design stratification model". This aims to systematically bridge cognitive divides, advance the "living transmission" of cultural heritage, and provide an actionable strategic framework for global counterparts.

KEYWORDS

Cultural Translation; Cultural Branding; Heritage Commodification; Generational Differences; Market Segmentation; Cultural Identity; Narrative Design; Maritime Silk Road Culture

CITE THIS PAPER

Caixia Chen, Mustaffa Halabi Azahari. A Study on Design Strategies for Quanzhou Maritime Silk Road Ancient Architectural Souvenirs from a Cultural Translation Perspective. Journal of Sociology and Ethnology (2026). Vol. 8, No.1, 83-91. DOI: http://dx.doi.org/10.23977/jsoce.2026.080111.

REFERENCES

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