Text/Yangcheng Evening News all-media reporter Huang Zhuhui Intern Chen Xiaonan Correspondent Wen Mu
Photo/ Yangcheng Evening News all-media reporter Zeng Yuwen (except for signatures)
On December 18, the "2021 Fourth Intangible Cultural Heritage Brand Conference (Guangzhou)" hosted by the Guangzhou Municipal Bureau of Culture, Radio, Film and Tourism opened at the Canton Tower. Wang Chenyang, director of the Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism, and Liu Yumei, director of the Guangzhou Municipal Bureau of Culture, Radio, Film and Tourism, delivered speeches at the opening ceremony.
With the theme of "Intangible Cultural Heritage Brand Power", this year's conference will explore the potential of the development of the digital economy of intangible cultural heritage in the Bay Area around the cultural genes of Lingnan, and focus on displaying the vitality of this year's intangible cultural heritage brands.
For the first time, the conference released the "Lingnan Intangible Cultural Heritage Data Report", showing that as of June 10, 2021, "Lingnan" has 302 national intangible cultural heritage projects. (For more news, please pay attention to Yangcheng Pie pai.ycwb.com)
Launching Ceremony of the 4th Intangible Cultural Heritage Brand Conference (Guangzhou).
The cross-border integration of intangible cultural heritage is full of new ideas
The intangible cultural heritage performance at the opening ceremony of the conference was very amazing. Guangzhou's newly promoted national intangible cultural heritage representative project this year, lingnan Spring Festival folk custom "Xinghua Street", combined with "rap" art, shows the innovative integration of "traditional intangible cultural heritage + popular culture".
The "Intangible Cultural Heritage Fashion Brand Show" brought by Guangzhou embroidery new trend designers Tan Zhanpeng, Tan Jingyu and Tang Zhiru, an innovator of nailed gold embroidered skirts, let the audience see the beauty of "integrating tradition into fashion and interpreting life with skills".
The scene of the 4th Intangible Cultural Heritage Brand Conference (Guangzhou).
In the keynote speech, Chen Zhenglei, one of China's "Top Ten Martial Arts Masters", the 2020 "Chinese Intangible Cultural Heritage Annual Figure", and the representative inheritor of Chen's Taijiquan, a national intangible cultural heritage representative project, delivered a keynote report on the theme of "International Dissemination of Taijiquan Brand".
Li Jinyun, representative of the protection unit of chen liji traditional Chinese medicine culture, Pan Gaoshou traditional Chinese medicine culture and other national intangible cultural heritage representative projects, shared the "brand road of traditional Chinese medicine culture".
Shen Shijin, EXECUTIVE PRESIDENT of Guangzhou Lifeng Culture and Technology Co., Ltd., talked about "Science and Technology Empowerment, Cultural and Tourism Integration - Innovative Thinking on the Construction of Intangible Cultural Heritage Pavilions" according to the creation of the current cultural and tourism integration scene.
In view of the hot topics of "Intangible Cultural Heritage Helps the Cultural Identity of the Guangdong-Hong Kong-Macao Greater Bay Area", "Brand Protection and Dissemination of Traditional Eating Skills" and "Fashion and Technology Help the Dissemination of Intangible Cultural Heritage", big coffee from all walks of life held three theme forums at the conference to conduct in-depth discussions.
It is worth mentioning that the "Pearl Water Pregnant New Life - 2021 Fourth Intangible Cultural Heritage Brand Conference (Guangzhou) Exhibition" was launched on the first floor of The Canton Tower and will continue to be exhibited until February 15, 2022. The exhibition showcases 28 outstanding and high-quality intangible cultural heritage projects such as Cantonese opera, Cantonese music and dragon boats, and is exhibited in the most popular immersive interactive form at present, attracting many audiences to participate.
For the first time, Lingnan Intangible Cultural Heritage Big Data was released
The "2021 Giant Engine Lingnan Intangible Cultural Heritage Data Report" (hereinafter referred to as the "Report") was released at the conference site, summarizing the new trends in the display and dissemination of intangible cultural heritage driven by digitalization.
The reporter noted that the data involved in the "Report" comes from the Huge Engine City Research Institute, and the "Lingnan" in the report includes guangdong, Guangxi, Hainan, Hong Kong and Macao.
Relevant data of the "Report" (Photo provided by the organizer)
The Report shows that digitization provides a more effective way for the dissemination of Lingnan intangible cultural heritage content, and intangible cultural heritage creators connect culture and consumer subjects through live broadcasting, which greatly enhances the vitality of non-genetic inheritance. "Lingnan" intangible cultural heritage flowers bloomed, showing regional characteristics.
As of June 10, 2021, Lingnan has 302 representative items of national intangible cultural heritage, including 165 in Guangdong, 70 in Guangxi, 44 in Hainan, 12 in Hong Kong and 11 in Macao.
On the Douyin platform, intangible cultural heritage has become a powerful element in the display of "Lingnan" culture and national image. Statistics show that from January to October 2021, the number of Cantonese opera-related videos played on the Douyin platform reached 330 million+, and the number of herbal tea-related videos played was 290 million+; among the top intangible cultural heritage broadcasts in the "Lingnan" area, Chao opera, Zhuang March 3, and Cantonese opera ranked in the top three.
As of November 2021, the coverage rate of Lingnan national intangible cultural heritage representative projects in Douyin has reached 73%, and the number of videos played by intangible cultural heritage creators in Lingnan has reached more than 11.4 billion.
The Report also shows that the creators of the "Lingnan" Intangible Cultural Heritage have directly benefited from the creation of content to the start of personal careers. As of October 2021, nearly 4,000 intangible cultural heritage creators in the "Lingnan" area are actively creating on Douyin.
Among them, from January to October 2021, 64% of people began to benefit through the live broadcast room, and 41% benefited through personal stores. From March to October 2021, in the ranking of the number of orders for "Lingnan" intangible cultural heritage live broadcasts, "mooncakes" ranked first, and intangible cultural heritage creators sold more than 130,000 mooncakes through live broadcast rooms.
Source | Yangcheng Evening News Yangcheng Pie
Editor-in-charge | Li Li