Embracing Intangible Cultural Heritage for Modern Markets

Company: Wenzhou Fengke Crafts Co., Ltd. (Inspired by Wenzhou's award-winning (Intangible Cultural Heritage) tourism commodity producers)
Initiative: Recognizing the potential of traditional crafts, Fengke collaborated with local inheritors or drew inspiration from successful ICH products (like Ou embroidery, Ou plastic, or fine-paper cutting). They developed a new line of crafts that incorporated these traditional elements and techniques but were designed for contemporary use, such as modern accessories, decorative items, or cultural experience kits.
Outcome: By transforming intangible cultural heritage from mere projects into marketable products, Fengke tapped into the growing demand for culturally significant and authentic souvenirs and gifts. This allowed them to differentiate their offerings in the competitive craft market, potentially leading to recognition on provincial (Excellent ICH Tourism Commodity) lists and gaining access to premium retail channels like museum stores and cultural (creative parks). This approach aligns with Wenzhou's push for the creative transformation and innovative development of ICH.