85.8% of the young people surveyed feel that intangible cultural heritage has become more popular and “out of the circle” in recent years

In recent years, 85.8% of surveyed young people have noted that traditional craftsmanship, or “Intangible Cultural Heritage” (ICH), has become increasingly popular and mainstream.

During the recent National Day holiday, a wave of visitors flocked to various cities to explore ICH markets, exhibitions, and experiential activities. A survey conducted by the China Youth Daily’s Social Survey Center in collaboration with Wenjuan.com involved 1,000 young respondents, revealing that a significant majority feels that ICH has gained traction and visibility.

For instance, 24-year-old Liu Wenwen, who traveled to Quanzhou in Fujian during the holiday, shared her experience at a local ICH market. “There were numerous stalls showcasing traditional crafts like bamboo weaving and brick carving, which captivated many tourists,” she said. “I’ve heard a lot about Quanzhou’s famous hairpin flowers, and this time, I really wanted to try my hand at it, get a new look, and immerse myself in the local culture.”

When asked about their experiences with ICH activities, 53.3% of respondents reported attending ICH cultural performances, while 50.4% visited ICH museums or exhibitions. Other popular activities included wearing traditional attire or jewelry (44.2%), tasting ICH foods (43.5%), purchasing ICH-related products (40.5%), participating in ICH projects like weaving or tie-dye (31.9%), and filming ICH-related videos (13.3%).

Young people are increasingly engaged with ICH. For example, 23-year-old Xiao Yao, who studied Hunan embroidery at university, expressed her growing interest in traditional crafts. “I’ve been particularly fascinated by Taoyuan embroidery since my sophomore year,” she explained. “It’s known for its vibrant patterns featuring mythical creatures like the Pi Xiu and Qilin, creating a bold yet harmonious visual experience.”

After graduating in 2020, Xiao Yao returned to her hometown in Taoyuan County, Hunan Province, to promote and teach Taoyuan embroidery. Now recognized as a key inheritor of this heritage, she noted, “There is a growing interest in Taoyuan embroidery, with students from various universities coming to learn and participate in workshops, allowing more people to experience its charm.”

The survey revealed that 52.1% of young respondents believe that ICH skills and activities are now receiving greater attention, while 50.0% noted a richer variety of ICH merchandise on the market. Furthermore, 49.4% of young people felt that there is an increased willingness to consume ICH-related products. Other highlights included a growing number of young individuals learning about ICH (44.2%) and the rise of ICH-themed tourism (42.9%).

Chang Yangyang, a representative inheritor of Henan’s Mengjin paper-cutting, has witnessed this trend firsthand during his decade-long career. “With the rise of national trends, more young people are focusing on and appreciating traditional Chinese culture, often opting to purchase ICH products,” he noted. “A few years back, I opened a studio in Luoyang’s scenic area, where I created custom paper cuts for visitors, bringing in substantial revenue.”

He emphasized that the booming tourism market presents greater opportunities for ICH. “Luoyang is known for its rich historical and cultural heritage, attracting many young tourists dressed in traditional attire. Workshops often include hands-on ICH experiences, like paper-cutting and watching performances, providing a deeper understanding of local culture.”

Why are young people drawn to ICH? Survey responses indicated that 55.6% believe the influence of ICH has expanded, while 54.9% think it has become more relevant to modern life. Another 54.3% view this interest as a manifestation of cultural confidence.

Liu Wenwen believes this growing passion reflects contemporary youth’s cultural pride. “ICH represents a vital aspect of our traditional culture, rich in history and depth. When young people embrace ICH, it illustrates their love and recognition of our cultural heritage.”

For Xiao Yao, her work in Taoyuan embroidery is rooted in heartfelt passion. “There’s immense potential in Taoyuan embroidery, and I feel a responsibility to preserve and promote it. One of my main projects is organizing traditional needlework patterns,” she said. “As a local, I hope to contribute to sharing and preserving my hometown’s culture.”

The survey showed that respondents aged 00s made up 17.8%, 95s constituted 29.2%, 90s were 34.8%, and those from the 85s and 80s segments accounted for 12.0% and 6.2%, respectively.