Editor's Note
Intangible cultural heritage is an important symbol of the historical and cultural achievements of a country and a nation, an important part of excellent traditional culture, it is a traditional skill, a traditional folklore, a traditional painting, a traditional music art, a traditional sports... These cultures, which have been handed down for thousands of years, still exude a unique charm today. During the Spring Festival, we launched a group of reports on the Intangible Cultural Heritage brands in the Greater Bay Area, taking you through time and space, understanding their inheritance and dissemination, and feeling the charm of Lingnan culture.
A few days ago, the "2021 Fourth Intangible Cultural Heritage Brand Conference (Guangzhou)" kicked off at the Canton Tower, which was hosted by the Guangzhou Municipal Bureau of Culture, Radio, Film and Tourism. The conference released the "2021 Giant Engine Lingnan Intangible Cultural Heritage Data Report", which summarized the new trends in the display and dissemination of intangible cultural heritage driven by digitalization. This is the first report on intangible cultural heritage data released in China so far.
The report pointed out that as of November 2021, the coverage rate of national intangible cultural heritage representative projects in Lingnan has reached 73%, and the number of videos played by intangible cultural heritage creators in Lingnan has reached more than 11.4 billion. Digitalization provides a more effective way for the dissemination of intangible cultural heritage content in Lingnan, and intangible cultural heritage creators connect culture and consumer subjects through live broadcasting, which greatly enhances the vitality of non-genetic inheritance.
Diverse intangible cultural heritage of the Lingnan region
The 2021 Lingnan Intangible Cultural Heritage Data Report summarizes for the first time the new trend of intangible cultural heritage display and dissemination in Lingnan (including Guangdong Province, Guangxi Zhuang Autonomous Region, Hainan Province, Hong Kong and Macao) driven by digitalization.
According to the report, as of November 2021, there are 302 representative items of national intangible cultural heritage in Lingnan, including 165 in Guangdong Province, 70 in Guangxi Zhuang Autonomous Region, 44 in Hainan Province, 12 in Hong Kong and 11 in Macao. Driven by digitalization, intangible cultural heritage has a new display platform, and as of November 2021, the coverage rate of national intangible cultural heritage representative projects in Lingnan has reached 73%.
Digitalization has promoted the wide dissemination of intangible cultural heritage in various provinces in the Lingnan region, with the fastest growth rate of hong Kong intangible cultural heritage video releases, reaching 586%. Intangible cultural heritage has also become a powerful element in the display of cultural and ethnic images in Lingnan. Among them, the number of Cantonese opera-related videos played reached 330 million+, and the number of herbal tea-related videos played was 290 million+.
According to the ranking of video playback, the most popular intangible cultural heritage items in Lingnan are Chao Opera, Zhuang March 3, Cantonese Opera, Herbal Tea, Qiong Opera, Danzhou Tune, Cantonese Opera, Lei Opera and Color Tune.
The persistence of the inheritors of Lingnan's intangible cultural heritage
The report also pointed out that as of October 2021, on Douyin, there were 210 keywords of "intangible cultural heritage" and "intangible" in the authentication accounts of the Lingnan region, which means that 210 representative inheritors of the "Lingnan" national intangible cultural heritage project have been seen.
The digital platform makes the intangible cultural heritage content of the Lingnan region more meaningful. As of November 2021, the number of videos played by intangible cultural heritage creators in Lingnan has reached more than 11.4 billion, and the number of videos released by intangible cultural heritage creators in Guangdong Province has exceeded 400,000.
The lingnan area of intangible cultural heritage creators is concentrated in 31-40 years old, mostly women, the creators live, the largest number of people is Guangzhou, followed by Shenzhen and Foshan.
Digitalization promotes Lingnan's non-genetic heritage
Digitalization provides a more effective way for lingnan intangible cultural heritage content to be disseminated. Lingnan Intangible Cultural Heritage creators started live broadcasting and actively created content. As of October 2021, the number of live broadcasts by Lingnan intangible cultural heritage creators increased by 55% compared with the same period last year, and the attention of Lingnan intangible cultural heritage has also increased under the impetus of new media forms.
Intangible Cultural Heritage creators in lingnan region benefit directly through expression, from creating content to starting a personal career. As of October 2021, nearly 4,000 intangible cultural heritage creators in lingnan have been actively creating on Douyin, of which, from January to October 2021, 64% of them began to benefit through live broadcast rooms, and 41% benefited through personal stores.
Intangible Cultural Heritage Creators connect culture with consumer subjects through live broadcasting to inherit intangible cultural heritage. In the live broadcast of intangible cultural heritage in Lingnan, the trend of e-commerce with goods has begun to rise, and at the same time, it has shown a good growth trend. The data shows that from January to October 2021, the growth rate of the number of intangible cultural heritage creators in Lingnan through live broadcasting and the growth rate of benefits are amazing, of which the growth rate of the number of people increased by 753% over the same period last year, and the growth rate of benefits increased by 1254% year-on-year.
In addition to live broadcasting, intangible cultural heritage products are better passed on through other channels. The Lingnan area has more opportunities to display intangible cultural heritage through the creator's personal shop. According to the data, from March to October 2021, the growth rate of the number of individual stores and revenue growth rates of intangible cultural heritage creators in Lingnan region was amazing, of which the growth rate of the number of stores increased by 710% year-on-year, and the growth rate of revenue increased by 840%.
As a result, intangible cultural heritage goods have entered the public life, and the data points out that from March to October 2021, the top ten popular intangible cultural heritage goods in Lingnan are mooncakes, traditional pastries, tangerine peels, Tang/Chinese clothing, porcelain, combs, Liupao tea, neck ornaments, teacups and bag accessories. Among them, one is a mooncake, and the creators of intangible cultural heritage have sold more than 130,000 orders through live broadcast rooms.
Thematic co-ordination: Yi Fuhong, Yang Cunhai
Written by: Nandu reporter Zhou Peiwen Correspondent Wenmu The picture is provided by Guangzhou Wenmu Culture Co., Ltd