BRANDS JOIN RECONNECTION WITH CHINA’S TRADITIONAL ROOTS
China’s intangible cultural heritage (ICH) is hot right now. The past is very much reinventing itself in the present, and brands both domestic and international are finding ways to tap into tradition. After years of rapid urban and economic growth, China is starting to pay more attention (and take more pride in) its own identity and history.
And China has a deep history to draw on. A nationwide survey in the mid-2000s unveiled some 870,000 cultural heritage resources, offering many and varied options to explore and reinterpret in the modern world. Official backing is there, with cultural heritage being widely encouraged and promoted.
The salient question is: what and how will brands get involved to attract consumer attention? Can it be done with sincerity and authenticity? And is this something that international brands, with less of an historic connection to China, can also partake in, in meaningful ways?
TMALL BRINGS TRADITIONAL CULTURE BACK IN VOGUE
In early November 2021, Tmall and CCTV-6 hosted a night of Chinese cultural heritage called “Tide Up China”, in which cultural figures and new designers alike joined together to celebrate innovative, trendy works derived from tradition.
Using digital scanning technology, the creative work featured a matrix of 100 cameras and recreate 10 sets of film, including a straw-tied corner tower, a miniature carving of Qu Yuan, and a silk-embroidered swing, to name a few.
Bringing this historical elements to life in new ways goes a long way to grabbing the attention of younger audiences, with aesthetics more in line with their style, bringing renewed energy to these pieces of the past.
BRANDS PUTTING A NEW SPIN ON CLASSIC CULTURAL ELEMENTS
Chinese e-commerce giant JD.com (top images) partnered with computer and digital brands to bring new life to traditional heritage, using shadow puppets with projectors, wood carving with mechanical keyboards and Tangka with VR glasses. Meanwhile yogurt brand Anmuxi collaborated with sculpture artist Ren Zhe to reinterpret their traditional deer motif.
BIG INTERNATIONAL NAMES LEAN INTO LOCAL HERITAGE
Pepsi China partnered with People’s Daily New Media to showcase Hunan “Shadow Plays” (pictured above left) rolling out new TVCs and packaging to the masses.. Starbucks has also celebrated the theme offline, with storefronts and interiors that incorporate Beijing hutong, batik and Danzhai styles, combined with coffee and tea traditions.
