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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

The Editors
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.

Cover of the latest magazine issue: When Heritage Goes Viral, intangible cultural heritage in China

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

Cover of the latest magazine issue: When Heritage Goes Viral

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.

Nüshu in China, New Magazine Issue: When Heritage Goes Viral
slipper king in Guangdong, New Magazine Issue: When Heritage Goes Viral
Russia travel fad among young Chinese travelers; New Magazine Issue: When Heritage Goes Viral

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!

A Short Stay in the Woods, short story, sci-fi fiction, Chinese writer, New Magazine Issue: When Heritage Goes Viral
Maotai workers, New Magazine Issue: When Heritage Goes Viral
Yao-Chinese Folktales, animation, New Magazine Issue: When Heritage Goes Viral
rental economy, young consumers in China, New Magazine Issue: When Heritage Goes Viral
Chinese radio station recording, decline of Chinese radio station listenership, New Magazine Issue: When Heritage Goes Viral
Where Winds Meet, NetEase game, wuxia, New Magazine Issue: When Heritage Goes Viral
Chinese AI-generated elder guru, Lao Zhao Talks Sense, Chinese slang, New Magazine Issue: When Heritage Goes Viral
Chinese character 修, learning Chinese, New Magazine Issue: When Heritage Goes Viral
travel in Wuhai, desert-lake tourism, New Magazine Issue: When Heritage Goes Viral
Swan Hotel, Chinese writer Zhang Yueran, book review, New Magazine Issue: When Heritage Goes Viral
Tags:
HANDICRAFTS TOURISM TRADITIONAL CULTURE YOUTH

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