How can intangible cultural heritage survive?

Basic Skills: The Fundamental Direction for the Survival of Intangible Cultural Heritage

What is the essence of the survival of intangible cultural heritage (ICH)? Let's examine the actual situation. Making Zisha teapots is an economic activity, and Zisha teapots are ICH. The teapot is a physical object, and it needs to be preserved. However, the core of preserving ICH is not the physical object itself, but the intangible aspects within the material, which are the craftsmanship and methods of making the pot. Similarly, embroidery is ICH, and the embroidered products are physical, but what truly needs to be preserved are the intangible embroidery techniques. Additionally, seal carving is ICH, and the seals are physical, but what truly needs to be preserved are the intangible calligraphy and carving methods within the seals. Therefore, the goal of preserving ICH is directed towards techniques and skills. The direction of techniques and skills is not only present in physical forms but also in non-physical artistic forms. For example, Peking Opera is ICH, but it is not a physical form; it is a non-physical artistic form. Peking Opera has many classic plays, such as "Farewell My Concubine," "Changban Slope," "Yutang Spring," and "The Fisherman's Revenge." The preservation and inheritance of these plays allow people to see dramas with stories. The master passes on to the apprentice, and the apprentice performs the plays and stories. The elder master tells the apprentice, "Once you have mastered, understood, and thoroughly grasped these plays, you will have a worry-free life." The apprentice lives up to the master's expectations, works hard to practice, and becomes a famous performer.

It may seem that the apprentice inherits the Peking Opera repertoire, but in reality, they inherit the morality and skills within it. The master teaches the art of singing, reciting, acting, and fighting every day, the skills of hand, eye, body, and step, and the principles and rules within. By teaching a set of methods, a role is integrated. If the apprentice can perform independently on stage, they are basically considered to have made their debut. Here, skills are fundamental, and the repertoire is the carrier. The master uses the repertoire to pass on their own concepts, rules, procedures, and methods to the next generation, who then understand, perfect, sublimate, and inherit them.

Whether it is a physical form or a non-physical artistic form, the fundamental direction for the survival of ICH is the underlying concepts, rules, procedures, methods, skills, craftsmanship, and shapes. These are the basic laws that the younger generation must master and the basic skills they must practice, which can be summarized as "basic skills." Among basic skills, the concept is the foremost, serving as the guiding ideology, involving the principles of being a person, the principles of doing things, the essence of art, and the soul of technology. Different ICH projects have different basic skills. With 100,000 ICH items, each has its own basic skills. Therefore, basic skills are the first important factor for the survival of ICH and the realization of its economic value.

ICH Bearers: The Main Force for the Survival of Intangible Cultural Heritage

The bearers of ICH are the main force for its survival. They are the inheritors and transmitters of ICH, possessing a wealth of knowledge and skills. The preservation and transmission of ICH rely heavily on the efforts of these bearers. They play a crucial role in maintaining the continuity and vitality of ICH. Through their dedication and hard work, they ensure that the cultural heritage is passed down from generation to generation, enriching the cultural diversity and promoting the sustainable development of society.The group that masters and passes on the basic skills is the intangible cultural heritage (ICH) inheritors. This group includes the core inheritor and all levels of people who use the basic skills of the project. There is only one core inheritor for an ICH project, but there are 380 people who use the basic skills for production and creation. These more than 300 people are also engaged in the inheritance and survival of the ICH.

ICH is a cultural crystallization based on the inheritor group and active in a specific region. The inheritor group leads the quality, depth, speed, and extent of the basic skills inheritance, and dominates the realization of the ICH inheritance achievements. The discontinuation or disappearance of the inheritor group means the discontinuation and disappearance of the ICH project and the ICH economy created by this project.

The ICH products, ICH art activities, and ICH production processes we see now were, when they were created hundreds of years ago, the craftsmanship of the people at that time, a means for the people to make a living, and a way of life for the people. They have continued to the present day and become today's intangible cultural heritage. For example, handmade shoemaking, embroidery, lacquerware making, brush making, woodblock printing, tea making, salt drying, and soy sauce brewing are all such cases; traditional foods such as noodles, steamed buns, fried dough twists, sesame cakes, steamed bread, mooncakes, ham, roast duck, tofu, pickles, vermicelli, and rice noodles are also such cases. The craftsmen of the past did not become inheritors in order to enter today's ICH catalog, but for survival and life at that time, and naturally continued to evolve to the present. The people who made the products at the beginning have become today's inheritors and the main force for the survival of contemporary ICH.

The skill and production of Yixing handmade purple sand pottery have a history of more than 600 years, having been passed down through dozens of generations, and the main force is the inheritor group. These people are mainly gathered in six purple sand professional villages in Dingxu Town, Yixing. There are currently 4 national inheritors, 21 provincial, 106 municipal level inheritors from Wuxi, 117 municipal level inheritors from Yixing, and 248 core inheritors in the six villages; there are 26,288 villagers, of which 13,771 are engaged in purple sand production and creation, accounting for 52.38% of the total population; the inheritor group is about 14,000 people. The purple sand pottery skill is inherited and developed through manual family workshops and a large number of folk skill talents trained, forming the inheritor group for the contemporary survival of the purple sand pottery skill. The inheritor group is the second important factor for the survival of ICH and the realization of its economic value.

Multiple choices of ICH carriers: Adapting to different public needs

The basic skills have rules to follow and are relatively stable, while there can be multiple choices for the realization carriers of the basic skills. This diversification extends the convenience for ICH to adapt to public needs and carry out market operations, expanding the survival space and opportunities for ICH.

The pursuit of multiple choices of ICH carriers is mainly to adapt to the different needs of the general public. There is a weaving type ICH project that makes knot ropes, and its basic skills are winding, binding, weaving, knotting, and forming a systematic set of knot art. There are a variety of carriers that can be chosen for this set of basic skills. More than ten years ago, the trendy demand was for large red Chinese knot pendants. The demand was quite strong at the beginning, and the scale was quite large. Later, due to competition and monotonous varieties, the demand decreased, and it became more and more difficult to do, with more than a dozen stores finally leaving one.

Later, inspired by customer needs, it turned to decorative and life-oriented knot ropes, making bracelets, necklaces, small pendants, and small ornaments, integrating elements such as gold, silver, jade, and jade into the creation. For example, by interweaving gold threads with knot ropes, the interlacing of silk and gold brings a delicate visual enjoyment, adapting to the needs of people's birthdays, weddings, and celebrations for adults and children. In addition, there are 7 major series and 50 minor series of knot ropes and knot buttons, with more than 100 basic components, which can be combined according to different needs to adapt to the trendy hobbies of young people. In this way, the ancient handicraft of knot ropes has been turned into a fashionable trend sought after by young consumers. With such an adjustment, the market has become more and more popular. In 2023, the company has more than 130 stores with a sales volume of 290 million yuan. There is no problem with survival, and there is no problem with better survival.

Two points need special attention here. First, pay attention to the needs. For ICH, there is a big demand, a big opportunity; there is a small demand, a small opportunity; there is no demand, it is doomed to die. We should use multiple choices to find more needs or create better needs. Second, pay attention to the needs of young people. Young people are the most direct and realistic driving force for the inheritance, dissemination, and survival of ICH. If a carrier of ICH is not popular with young people, then this carrier of ICH has started to decline from the trend. Therefore, the needs, tastes, and interests of young people in each period should be taken as a basic sign to evaluate the survival of ICH. The needs of young people are the third important factor for the survival of ICH and the continuous realization of its economic value.Market Operation: Seeking Basic Conditions for the Survival of Intangible Cultural Heritage through the Market

The market is a platform for consumer transactions, and operation is about finding suitable trading methods within the market to conduct transactions. Seeking the basic conditions for the survival of intangible cultural heritage (ICH) through the market involves establishing enterprises with groups of inheritors, forming cooperatives, or registering as individual businesses to create an economic entity of inheritors. This economic entity uses ICH projects with demand as a vehicle for market operations.

The economic entity of inheritors often considers issues such as adapting to what demands, producing what products, and how to operate. They must calculate and control costs, such as raw materials, personnel, rent, utilities, taxes, sales expenses, financial expenses, miscellaneous fees, etc. They need to forecast the average annual sales revenue, considering factors like the number of stores, sales volume, unit price, and revenue structure. They must also consider the average annual profit, investigate the reasons for any losses, and if they want to sustain development, they must consider the threat of competition from peers and whether they can rely on market operations for long-term development. All of these are economic conditions for the survival of ICH.

In actual operations, core inheritors are usually craftsmen by trade, skilled artisans. However, to engage in market operations, it is not enough to rely solely on technical skills as a craftsman; one must also have a market mindset and a merchant's acumen, otherwise, it is difficult to survive in the market. Within the economic entity of inheritors, the artisan's expertise lies in performing basic craft tasks, while the merchant's expertise is in handling market affairs. Whether the roles of artisan and merchant are concentrated in one person or divided among several, the economic entity of inheritors must have both functions to ensure the normal survival of the entity and the basic craft skills.

An inheritor of ICH once shared a story. A villager was selling bamboo woven cicadas (cicada) at a stall, which were small and exquisite, very lovely. They sold for 8 yuan each, and he could sell four or five a day. He could weave about 10 a day. An ICH product operator bought them for 10 yuan each, allowing the villager to work from home and sell around 300 a month, earning about 3000 yuan. The collected bamboo cicadas needed to be improved in craftsmanship and culturally excavated to add value. For example, they could be placed in a velvet box or perched on a small branch. Culturally, "cicada" means "to know," representing intelligence and wisdom; "cicada" lives by drinking tree sap, symbolizing purity and transparency; "cicada succession" means continuous happiness, etc. For buyers, they are not only purchasing a cicada but also the satisfying "meaning of cicada." This is the cultural design of ICH products and the market's business thinking.

After conceptualization, a market sales price of 39 yuan was set. The cost for craftsmanship, cultural enhancement, and labor fees was about 18 yuan, plus the purchase price of 10 yuan, making the total cost around 28 yuan. Sold in a shopping center store, the sales outlook is promising, with a profit of about 10 yuan or more. A craftsman selling at a stall for 40 yuan a day cannot support himself or his family with just his craft. However, with the planning of a merchant's mind, the outcome is vastly different. The planned model is that the craftsman provides the merchant with craftsmanship and the carrier of craftsmanship, and the merchant provides the craftsman with better market returns. The roles of craftsman and merchant are both indispensable to the economic entity of inheritors.

There is a general principle in market operations: "revenue must be greater than costs." This is the basic condition for survival. Conversely, if costs exceed revenue and the situation is difficult to reverse in the long term, a crisis may occur. Therefore, through market operations, seeking the basic condition of revenue being greater than costs is the fourth important factor for the survival of ICH and the realization of its economic value.

External Support: Government Assistance and Public Fund Assistance

Government support and public fund assistance play a crucial role in the survival and development of intangible cultural heritage. These forms of support can provide financial resources, policy incentives, and a platform for promotion and exchange, which are essential for the sustainable development of ICH.Inheritors operating in the market economy, where revenues exceed costs, can achieve a long-term virtuous cycle, effectively not requiring government financial support. However, some intangible cultural heritage (ICH) projects with weaker market viability, such as traditional drama, quyi (a form of traditional Chinese performing arts), music, dance, fine arts, and games, require more government financial support, and even long-term fixed funding. There are also ICH projects with stronger market viability, such as traditional food, textile dyeing and embroidery, furniture, ceramics, and lacquerware, which may need more market support. There are always some market entities that, due to environmental changes and operational issues, face financial difficulties and get into trouble. In such cases, external assistance is needed for rescue and recovery.

The government is an important supportive force for the development of ICH. Over the years, governments at all levels have done a lot of work in terms of financial support, basic infrastructure support, talent training and education, and publicity and promotion. In terms of financial support, both central and local governments have annually allocated special funds for the protection of ICH to assist inheritors in their transmission activities. In 2024, the central government's financial input for the national intangible cultural heritage protection fund was 826 million yuan, with 282 million yuan for key projects and 544 million yuan for general projects. Local governments also invest funds to support the development of local ICH projects.

In addition to government assistance, there is also the channel of support from public welfare funds. Public welfare funds fall into three categories: First, various social foundations, such as the China Guangcai Foundation, establish special funds to support ICH; second, local groups and industry associations set up dedicated ICH foundations and special funds, such as the Beijing ICH Development Foundation; third, enterprises and chambers of commerce establish relevant special funds, such as the Longhu Public Welfare Foundation, to support the development of ICH.

A corporate group has funded the establishment of multiple special funds to provide support in areas such as ICH protection, skill inheritance, personnel sponsorship, and organizing exhibitions. Some have also established special funds with the principal intact, using the interest to support the development of ICH teams. If 100 million yuan is used as the principal and deposited in a bank, with the one-year fixed deposit interest rate of the Industrial and Commercial Bank of China at 1.35% in 2024, an annual interest of 1.35 million yuan can be collected. This can roughly support the long-term development of a small drama team or the survival of three teams of inheritors with an annual cost of about 400,000 yuan, who are very scarce and important.

External assistance can be long-term policy support with fixed appropriations or phased support with time limits. The problems faced by inheritors are not always financial; there are also many operational issues. The main direction of phased support is still to help inheritors rebuild their market operating mechanisms. The support from external forces to help inheritors' economic entities return to market operations is the fifth important factor for the survival of ICH and the realization of its economic value.

Digital Duplication: The Virtual Survival Method of Basic Skills

If the market operations of inheritors' economic entities are difficult, then seek government assistance; if the government cannot assist, then seek support from public welfare funds; if public welfare funds cannot assist, then seek help from friends and relatives; if friends and relatives cannot assist, then there is no choice but to rely on self-sufficiency. It is impossible for the government, associations, and funds to help all 100,000 ICH projects.

For ICH carriers and inheritors' economic entities that are difficult to sustain in reality and are hard to save, their basic skills enter the digital survival system. Digital survival is the process of raising funds with government support, using digital technology to replicate the concepts, methods, skills, crafts, and carriers of ICH projects, preserving them for future generations to observe, learn, and study, or to revive when there is an opportunity, conditions, and needs in the future. This process is called "digital duplication of ICH."

In fact, regardless of whether there are survival issues with ICH projects, digital duplication can be carried out when conditions permit. For example, Kunqu Opera, Tibetan Opera, Guqin Art, Cave Dwelling Construction Skills, Batik Making Skills, Wood Carving Skills, etc., can all be done in this way. First, select representative works for two-dimensional or three-dimensional full-process digital recording. After the full recording of the representative works, specific records are made in parts, units, movements, and processes, facilitating future generations to carefully observe and learn.The digital replication of intangible cultural heritage (ICH) involves four key points: First, establishing standards and rules for digital replication, and conducting replications in a unified standard format; second, carrying out digital collection of representative ICH works according to these standards and rules, and entering them into a database; third, constructing a well-organized database and improving storage conditions; and fourth, securing dedicated funding to address the sources of funding and how to ensure long-term support.

The focus of digital replication is still on the concept, procedures, and techniques. For instance, the digital replication of the craft of porcelain making should include both representative porcelain pieces and the entire process of porcelain crafting. Starting from mining, it goes through processes such as washing, kneading (dǔn), mud preparation, aging, shaping, trimming, drawing, glazing, kiln firing, red painting, furnace firing, porcelain selection, and packaging, showcasing all stages and procedures, and how the elements are integrated to create a perfect piece of porcelain. Digital replication aims to fully present the basic technical details, recording all the nuances of the master-apprentice relationship and the craft's techniques with digital technology, so that future generations can replicate them after observation.

Any kind of ICH project can be preserved through digital replication, capturing representative ICH carriers and their basic techniques with digital technology for complete preservation. Equipping ICH with digital technology to promote its digitalization is the sixth important factor for the survival and realization of its economic value.

The mechanism of the economic elements for the survival of ICH: ICH survival aims at "basic skills," under the efforts of the "ICH inheritor community," seeking a variety of "carriers" to meet the diverse "needs" of the public, engaging in "market operations" with the principle of revenue exceeding costs, seeking "external assistance" in times of difficulty, and finally, using "digital replication" to reproduce ICH skills. Each renewal and upgrade of ICH must return to the "basic skills." Basic skills—inheritor community—multiple carriers—market operations—external assistance—digital replication, and back to basic skills. ICH survival continues to evolve and sublimate within this cyclical system.