When traditional craft meets the short video era, Intangible Cultural Heritage shines with new vitality!

The 2025 Intangible Cultural Heritage Video Creation Forum was held in Wuyuan, Jiangxi, spotlighting how digital storytelling is breathing new life into traditional arts. At the event, ICH Ambassador Xu Zheng emphasized the importance of premium commercialization to preserve the true value and reverence of master craftsmanship. Bai ethnic tie-dye inheritor Zhang Hanmin bridges millennia-old techniques with modern trends through the iconic indigo blue, showcasing ICH as "visually stunning, fun, and trendy”. Video creator Guo Cuier adheres to 17 meticulous production steps to ensure authentic cultural representation in her work.

In the age of viral content, what is the real secret to success? Exceptional content, innovative storytelling, and above all, unwavering respect for craftsmanship. This summer, let's rediscover the beauty of ICH through fresh perspectives and reinvent the way we pass on cultural legacy!