Author(s)

Yi LIU

Corresponding Author

Yi LIU

ABSTRACT

China is a big country with intangible cultural heritage, and the development of intangible cultural heritage and cultural and creative industries is the key to promoting China's cultural soft power. In recent years, cultural and creative products(CCP) have become a hot word, which is an industry strongly supported by many cities in the process of cultural development. From the earliest traditional derivatives stores such as souvenir shops and bookstores to museum stores and CCP theme stores, the quantity and quality have been greatly improved. This topic is based on the innovative application of digital media technology. With virtual/augmented reality technology (VR/AR) as a tool and based on Hubei local intangible cultural heritage culture, it organically combines CCP with digital communication; By combining digital media technology, modern communication and network technology with creative design, carry out research on the protection, dissemination and activation of digital culture that can be demonstrated, replicated and promoted; Through the integration of intangible cultural heritage resources, we will promote the digital protection and inheritance of rural traditional art and regional culture, and provide new theoretical and practical support for the new format of the beautiful rural cultural and creative industry.

KEYWORDS

New media, Intangible cultural heritage, Cultural and creative products, Design innovation