THE STRATEGY DEVELOPMENT OF INNOVATIVE COMMUNICATION FOR REINFORCING CHINESE INTANGIBLE CULTURAL HERITAGE (ICH) PROMOTION IN THE PRESENT ERA

Abstract

Yanjing’s Eight Unique Skills—comprising carved lacquer, palace carpets, floral inlay, gold lacquer inlay, cloisonné, ivory carving, jade carving, and Jing embroidery—are representative of Chinese imperial-era intangible cultural heritage (ICH). In the face of modernization, globalization, and changing consumer aesthetics, these traditional crafts are at risk of being marginalized or forgotten. There is an urgent need to explore sustainable communication strategies to ensure their continued transmission and relevance in contemporary society. This research aims to (1) promote public recognition and understanding of Yanjing’s Eight Unique Skills through modern media platforms; (2) examine their market potential and formulate industrial development strategies; and (3) explore their cultural value and enhance their influence in international cultural exchange. A mixed-methods approach was adopted, integrating qualitative methods—literature analysis, expert interviews, and field observation—with quantitative tools such as structured questionnaires. Data were collected from artisans, cultural stakeholders, and the general public. Thematic analysis and descriptive statistics were used to evaluate communication patterns, market positioning, and perceptions of cultural value. Results: The findings show that digital platforms, cultural festivals, and cross-sector collaborations significantly improve the visibility and market adaptability of traditional crafts. However, excessive commercialization risks eroding authenticity. The study proposes a strategic framework that balances cultural preservation with innovation, offering a replicable model for other ICH initiatives in China and beyond.