As of June 10, 2021, the Lingnan region has 302 national intangible cultural heritage projects, according to a big data report released at the 2021 Intangible Cultural Heritage Brand Summit on December 18. Lingnan region covers the provinces of Guangdong, Guangxi, and Hainan as well as Hong Kong and Macao.
(Photos provided to Newsgd.com)
The report, which is based on the data of Ocean Engine, a digital marketing platform owned by ByteDance, shows that digitalization has become a new trend and has provided a more effective way for the promotion of Lingnan's intangible cultural heritage. It greatly connects culture and consumers through live streaming and enhances the vitality of inheritance of intangible cultural heritage. And the 302 national intangible cultural heritage projects of the Lingnan region include 165 in Guangdong, 70 in Guangxi, 44 in Hainan, 12 in Hong Kong and 11 in Macao.
Intangible cultural heritage has become an effective element to showcase Lingnan culture and national image on Douyin, China's version of TikTok. Statistics show that from January to October this year, the view counts of Cantonese opera videos and herbal tea videos on Douyin reached 330 million and 290 million respectively. Chaozhou opera, the Double Third Festival of Zhuang ethnic group, as well as Cantonese opera rank top three among the most-watched videos of Lingnan's intangible cultural heritage.
(Photos provided to Newsgd.com)
By November 2021, the coverage rate of Lingnan's national representative intangible cultural heritage projects reached 73 percent, and the view counts of videos of intangible cultural heritage creators in Lingnan reached 11.4 billion.
The report also shows that nearly 4,000 Lingnan intangible cultural heritage creators produce contents on Douyin, among which 64 percent started to gain profit from livestreaming and 41 percent profit from personal online stores. As stated in the report, from March to October, with more than 130,000 orders, "moon cakes" rank first in the order quantity of livestreaming ecommerce of Lingnan's intangible cultural heritage.
(Photos provided to Newsgd.com)
Author: Holly
Editor: Monica, Jerry
