Non -genetic inheritance protection: From "raising in deep boudoirs" to "fly into the

[Entrusted new journey to build a new era, great change]

As of 2020, there were 2455 non -material cultural heritage protection agencies across the country and 16,444 employees.

As of 2021, my country has a total of 1557 representative projects of national intangible cultural heritage, and 3063 representative inheritors of national intangible cultural heritage representative projects.

The country is included in the United Nations Education Organization Human Intangible Cultural Heritage List (Rocky) project, ranking first in the world.

"Eat, drink, wear, use, play ... all kinds of non -heritage things are waiting for you to buy!" June 11th, this year's "Cultural and Natural Heritage Day", "connecting modern life blooming The theme of "Fascinating Glory" was officially launched. According to Li Xiaosong, deputy director of the Ministry of Culture and Tourism's Intangible Cultural Heritage Department, since 2020, in order to promote the protection of non -heritage and help the majority of non -genetic inheritors and related enterprises to overcome the impact The relevant departments of the Ministry and the National Rural Revitalization Bureau support the "Non -Heritage Shopping Festival" in the "Cultural and Natural Heritage Day" to support the e -commerce platform.

Over the past two years, the "Non -Heritage Purchase Festival" has received positive response and support from various e -commerce platforms, media, and various places. It has become a cultural consumer brand activity that is loved by the general public, and continued to promote non -heritage integration into contemporary life and exerted contemporary functions. A large number of non -heritage changes from "exhibits" to "products", from "raising in deep girlfriends" to "flying into ordinary people's homes", reflecting that the living inheritance method is making ancient non -heritage rejuvenating vitality.

Buy non -heritage good things to enjoy traditional culture

As of 2021, there were a total of 1,557 national intangible cultural heritage representative projects in my country, and there were countless provincial, municipal, and county -level non -heritage projects. Thousands of non -heritage projects are the "living fossils" of traditional culture. It is a "window" for modern people to enter history and understand the past. During the "Non -Heritage Purchase Festival" every year, in front of the dazzling non -heritage, people are not only buying products, but also touching culture.

The thin bamboo silk is pierced to cross the horizontal lead. After dozens of processes, He Hongbing, a master of "Bamboo and Wood Double Repair" craftsman, may become a wonderful elephant, steed, sika deer, or a basket of practical and ornamental value, Vase; Song Shuiguan, a non -genetic inheritor, carved vivid and three -dimensional works such as Babao Guanyin, 108 Luohan, and Fulushou Samsung; The melting of the degree Celsius turned the hard copper into a flowing liquid and turned into a free flowing artwork ... During the 2021 "Non -Heritage Store Festival", Douyin e -commerce launched the "Meeting New Guo Tide" activity. While bringing thousands of non -heritage things and national tide products to consumers, hundreds of non -genetic inheritors and handicrafts are also invited to show the exquisite traditional handicrafts through the form of short videos and webcasts. Young people approach the national tide and understand the traditional Chinese culture.

The annual "Non -Heritage Purchase Festival" is not only a exhibition and marketing activity of non -heritage products, but also a display activity of non -heritage culture. During the "Non -Heritage Festival" in 2020, Zhejiang, Shanghai, Henan, Liaoning, Sichuan, Fujian and other provinces and cities were carried out in Anchang Ancient Town, Yuyuan, Yuntai Mountain, Shenyang Palace Museum, Kuanzhai Lane, Sanfang Qixiang and other historical and cultural districts. The main venue of the "Non -Heritage Shopping Festival" organically combines non -heritage shopping and tourism, so that the masses will enjoy the local excellent traditional culture while enjoying the great rivers and mountains of the motherland and enjoying local specialty products. During the 2021 "Non -Heritage Purchase Festival", more than 200 technical exhibitions and product exhibition activities were carried out in the A -level tourist attractions, historical and cultural districts and other places. In shopping and tour, experience the local characteristic customs, historical and culture.

In the contact with non -heritage, more and more young people have not only become consumers of non -heritage products, but also followers of traditional culture. As Tong Xiaoning, an non -heritage enthusiast after 00, said: "The non -heritage carries the nostalgia of the Chinese, which is the carrier of the Chinese lifestyle and ideological concepts. Compared with the text records in the history books, the colorful non -heritage products are full Human touch and fireworks. Every time you buy non -heritage products, it is actually a cultural journey, and it is also a dialogue with the ancients of the ancients. "

Consolidate the results of poverty alleviation to help rural revitalization

The Hakka beef in Yilong County, Sichuan Province has a long history. Because of its unique flavor and characteristic production skills, it is loved by the local people. In 2021, it was rated as a municipal non -heritage project. However, for a long time, consumers of Yilong Hakka beef have always been dominated by locals, and it seems that some of them are "raised in deep boudoirs."

Two years ago, at the first "Non -Heritage Purchase Festival", Yilong Hakka beef sold 13,500 pieces a day. After the live broadcast, Yilong Hakka beef continued to be popular. The monthly sales exceeded 4 million yuan. The total sales of the year hit a record high, reaching 21 million yuan. With the influence of the "Non -Heritage Festival", there are 4 beef processing enterprises, 4 beef cattle breeding bases, and 1 peppercorns planting base in the local area, which drives 137 households and 375 people to get rid of poverty and become rich.

The example of Yilong Hakka beef is a microcosm of the rejuvenation of the countryside and consolidating the results of poverty alleviation. In the past two years, a group of non -heritage poverty alleviation products have become "explosive models" in the "Non -Heritage Festival". For example, in 2020, Changle Sweet Wine, a non -legacy poverty alleviation product in Liluo City, Hunan Province, due to the impact of the epidemic, sales in April were less than 200,000 yuan. After the "Non -Heritage Store Festival" was launched, the sales of 27 days reached 2.196 million yuan; Inner Mongolia Inner Mongolia; Inner Mongolia The Batu Chakan Mongolian creamy of the Batuka Banner, in a live broadcast of the "Non -Heritage Purchase Festival", sold 5658 copies, with a total sales of 226,000 yuan. The "Non -Heritage Purchase Festival" has a bridge between the traditional non -heritage and the modern market. While promoting the "local taste" traditional non -heritage skills, it also promotes the cross -crossing of cultural tourism economy and the protection of non -genetic inheritance protection. The integration of the world has injected new driving forces into the comprehensive development of local economic and social development.

In 2021, the "Non -Heritage Purchase Festival", throughout the country to help local non -legacy workshops go online, live broadcast and bring goods, docking sales, set up exhibition areas, etc., a total of more than 500 non -remaining workshops participated. National poverty -stricken county. Among them, Sichuan Province helps more than 150 local workshops to participate in the event through point -to -point assistance and production guidelines for the launch of non -heritage workshops. The product lives with the goods; Guizhou Province helps the non -genetic inheritance and the non -heritage workshop register the fast -hand account, and opens nearly 30 fast -handed shops; Yunnan Province helps 3 non -income workshops without local online stores, and the operation of e -commerce operations is more Mature stores are carried out for agency, and the exhibition area of ​​Nujiang Prefecture is set up offline.

Non -heritage of young national tide is right at the time

Walking on the stone street paved by the green stone of the old town in Luoxi County, Anhui Province, almost everyone who passes by this shop can not help slowing down -dyed the four seasons studios on the signboard, many people on the signboard, many people I don't know, so I can't help but throw my curious eyes into the store. In the store, a girl in the ancient dress, smiled at the guests who came and went every day.

This girl is called Niu Baoqi, which is the post -90s generation of the old and soil streets of Lixi Slate. She was drunk with the beauty of the ancient skills, resolutely resigned from the work of the teacher, and started her own studio on the old slate street, becoming a young non -genetic inheritance of a young dyeing skill.

Today, a young group like Niu Baoqi has become an important force for non -heritage protection and inheritance. Yu Jintao, deputy editor -in -chief of Douyin Group, revealed that on the Douyin short video platform, many post -90s and even post -95s have become the backbone of non -genetic inheritance and dissemination, such as the national intangible cultural heritage Beijing "Faceman Lang" The third -generation inheritor Lang Jiazi, Emei martial arts non -genetic inheritor Ling Yun, etc., they are active on the short video platform, showing the beauty of non -heritage in their own different ways, and loved by the majority of fans.

Protecting non -heritage is to protect the inheritor. For a long time, due to the difficulty of many non -heritage to meet the needs of modern people, the income of the inheritor has continued to decrease, and it has gradually fallen into the predicament of survival. The emergence of platforms such as the "Non -Heritage Festival" and the rise of the live broadcast have opened up new channels for the promotion and sales of non -heritage products, which directly increases the income of the inheritor. In the middle, the power of the inheritor.

In June 2021, the non -heritage data report released by Douyin showed that one year before the report was released, 85 handicrafts, including 10 non -genetic inheritors, achieved an annual income of more than one million yuan through Douyin e -commerce. The total turnover of non -genetic inheritors on this platform increased 15 times from the previous year. More and more young people take the initiative to join the non -genetic inheritance team. Ding Zhigang, the inheritor of the production skills of the non -heritage, was praised by the Douyin in just one year. He taught fans to make flute flute through short video and let young people from all over the country learned that the flute flute's There are more than 70 procedures for making, from selection to making a good quality flute flute, it takes about a week. Many young people watched his short videos and came to learn art.

Nowadays, non -heritage "touching the net" has become a major trend. Eating non -heritage, seeing non -heritage, and listening to non -heritage is part of people's lives. Originally unpopular non -heritage began to "raise fans". A large number of young people not only became non -heritage fans, but also actively joined the team that protects non -heritage, inherit non -heritage, and purchases non -heritage good things. They are using specific actions In the new era, new vitality and vitality.

(Reporter Han Yeting)

【Edit: Tang Weini】

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