The innovation and transformation of textile intangible cultural heritage is so important! The Intangible Cultural Heritage Office of China Textile Federation creates a new model of diversified business formats

The innovation and transformation of textile intangible cultural heritage is so important! China Textile Federation Intangible Cultural Heritage Office creates a new model of diversified business formats

Intangible cultural heritage is the life code of the gradual evolution of Chinese civilization, the living soul of the endless reproduction of human history, and the beautiful rhythm that we inherit from generation to generation. On June 6, He Zuo·Rongyi Guofeng Pavilion and He Zuo Zuo Lifestyle Flagship Store opened in Harbin Songlei Commercial Nangang Store.

On the occasion of the upcoming “Cultural and Natural Heritage Day”, the “He Zuo·Rongyi Chinese Style Museum”, which is deeply linked by the Intangible Cultural Heritage Office of China Textile Federation, after 2 months of hard work, has been synchronized with the He Zuo lifestyle flagship store. Grand opening, focusing on the innovation and transformation of textile intangible cultural heritage, creating new diversified business models, allowing Harbin citizens and tourists to have close contact with high-quality intangible cultural heritage. This is a testimony of the results of the China Textile Federation’s Intangible Cultural Heritage Office integrating resources and exploring the C-end market. It is a major breakthrough in the combination of intangible cultural heritage and commercial entities. It is also the first inspection since April 12, 2021, when Sun Huaibin, Vice President of the China Textile Federation, led a team After Harbin Songlei Group, a series of strategic cooperation between China Textile Federation Intangible Cultural Heritage Office and Harbin Cultural Industry Association has started well.

Approaching the Hezhuo·Rongyi National Style Museum, in front of the yarn art wall are displayed props spinning machines, looms, embroidery frames representing handmade creations, as well as the gold medal winners of the International Sichuan Brocade Design Competition and the costumes of national leaders at the APEC meeting Special Contribution Award, batik clothing works by well-known designer Cheng Hao. In the museum, there are extremely ingenious and creative intangible cultural and creative products and their richness, classical and new styles, tradition and fashion, meet here in a harmonious way, integrating rich history and culture in modern design. The handicrafts from intangible cultural heritage inheritors, arts and crafts masters, craftsmen and young designers fully integrate functionality, practicality, culture and artistry, bringing consumers unexpected surprises in the aesthetic experience of life. In addition to textile intangible cultural heritage products, the National Style Museum also has lacquerware, Ru kiln, cloisonne, filigree inlay and other ingenious handicraft products.

In the textile intangible cultural heritage area, a large number of traditional handicraft products such as Beijing embroidery, Chao embroidery, Miao embroidery, Song brocade, Dai brocade, Li brocade, blue calico, tie-dye, and batik are gathered. Under the fashion transformation of designers , bringing clothing, home furnishings, cultural tourism products, artworks, etc. to the public eye and into people’s lives. The charm and vitality of the textile intangible cultural heritage of the times can be seen everywhere.

Known as the “art of gold and fire”, filigree inlay uses filigree as bones and inlays for decoration. With its unique charm, it demonstrates the highest realm and artistic value of traditional Chinese handicrafts. The museum displays classic products developed by integrating modern culture, namely the “Hemerocallis Flower Series” brooches with maternal love as the soul of the product. A mother’s love and concern for her child are like filigree inlaid with delicate filaments, tender and touching.

Most of the textile intangible cultural heritage products come from remote areas. While promoting rural revitalization and women’s employment, it is also a practice to explore the marketization path of intangible cultural heritage products. The launch of Hezhuo·Rongyi National Style Museum in Harbin is not only a commercial cooperation between Rongjin Culture and Hezhuo brand under Songlei Group promoted by the Intangible Cultural Heritage Office of China Textile Federation, but also an industrial chain for the inheritance and development of textile intangible cultural heritage. Important measures to close the loop.

He Zhizhi·Rongyi National Style Museum uses instruments to convey Taoism and objects to convey feelings, integrating traditional elegance into accessible life. Through “intangible cultural heritage experience + national trend shopping + aesthetic sharing + appreciation check-in”, Tracing the origin of “craftsman and ingenuity”, showing “national style and national trend”, it multi-dimensionally interprets the Chinese life attitude under the collision and integration of ancient intangible cultural heritage and contemporary design. In order to allow everyone to personally experience the charm of traditional culture, a special intangible cultural heritage experience area has been set up in the National Style Museum. In the future, different handmade experiences will be organized from time to time to allow consumers to understand, feel and love intangible cultural heritage.

Yin Lili, the founder of Rongjin Culture and the person in charge of Rongyi Guofeng Pavilion, said that the stunning appearance of the Guofeng Pavilion in the commercial complex has won the approval of the national industry organization – China The guidance and strong support of the Intangible Cultural Heritage Office of the Textile Industry Federation. Songlei Commercial Building Nangang Store, a subsidiary of Songlei Group, is the first private department store in China. It has been constantly innovating over the past 30 years. At the same time, as the president of the Harbin Cultural Industry Association, Songlei has a sense of responsibility and mission for the inheritance and protection of traditional culture. , use the most prime location to provide a display platform for intangible cultural heritage, and achieve the most accurate link between high-quality offline customers and intangible cultural heritage. Since its establishment, Rongjin Culture has always had the mission of “integrating the great intangible cultural heritage into modern life”, based on the research and dissemination of intangible cultural heritage, the application and development of intangible cultural heritage, as the creator, enabler and linker of intangible cultural heritage , introducing industrial resources such as design and research and development, publicity planning and market channels to intangible cultural heritage, helping inheritors and craftsmen to improve design, improve technology, improve quality, and create intangible cultural heritage that adapts to the aesthetic orientation and lifestyle of contemporary consumers and the multi-level needs of the market. heritage and related cultural and creative products.