TRADITIONAL CULTURE

When Heritage Goes Viral

Explore how traditional arts and crafts are finding new ways to connect with modern audiences in our latest issue

April 24, 2026
Feature story_When Heritage Goes Viral_
Photo Credit: Jiayu Zhang

In the past two and a half decades, the term “intangible cultural heritage (ICH),” or feiyi (非遗), has emerged as a cultural buzzword alongside a renewed interest in traditional arts and crafts. First defined by UNESCO in a 2003 convention, ICH encompasses oral traditions, performing arts, traditional crafts, rituals, festivals, and other living cultural practices. China has since established a comprehensive system to safeguard ICH, while businesses have discovered new opportunities in these traditions—fueling the “China chic” consumption trend and driving growth in cultural tourism.

In this issue, we talk to artisans, experts, and enthusiasts about how to connect centuries-old arts with a modern audience.

Elsewhere, we explore how young female creators are reclaiming voice and creativity through an ancient women-only script; examine Russia’s distinctive appeal to Chinese travelers; unpack why young consumers are choosing to rent rather than buy; and reflect on the significance of public radio stations amid a wave of shutdowns.

Read an intriguing sci-fi story translated into English for the first time, along with reviews of the latest books, films, and games, plus stories on food and language—with a touch of humor. Enjoy!

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