Live streaming allows more to see beauty of heritages

Intangible cultural heritages are an invaluable asset of the Chinese nation, and it is vital to protect, inherit and make good use of folk arts in sustaining historical legacy and building a socialist country with great cultural strength. We need to adhere to creative transformation and innovative development, so that intangible heritages could be connected to modern life to satisfy people’s increasing needs for a better life.

-- Taken from President Xi Jinping’s speech at the exhibition hall for local intangible cultural heritage in Suide, northwest China's Shaanxi province.

Intangible-heritage master hands in Yunnan province stage a live-streaming event in Kunming for cultural promotion. (Yunnan Daily/Hou Tingting) 

Live streaming allows more to see beauty of heritages

“Pu’er tea making is much fun, and I can’t wait try the tea by myself.” “The Yi embroidery is fine, and in my coming tour in Yunnan, I’m expecting to wear the Yi costumes for some pictures.” “The Bai tie-dye is so varied. Some of its elements are popular among celebrities.” Comments hit the net one after another.

The other day, the Pu’er tea making inheritor Li Xingchang, the Yi embroidery inheritor Luo Jun, the Jianshui purple-pottery master Tan Zhifan and other intangible-heritage specialists in Yunnan province staged a one-hour live streaming on the Kuaishou video-sharing platform. In promoting Yunnan cultural heritages, their performances were viewed by 1.09 million and liked by 30,000.

Intangible-heritage master hands in Yunnan province stage a live-streaming event in Kunming. (Yunnan Daily/Hou Tingting) 

While winning praises from the audience, the brand-new event has drawn more public attention to the Yunnan cultural heritages. A netizen with the alias of Fengzhong (blowing in the wind) watched the whole event and ordered four boxes of the Pu’er tea online. “I used to see intangible heritages as something far away, but the promotion allows them to be linked to our daily life,” said he.

The organizer of the event Yin Jiayu, who is also director of the Yunnan Protection Center for Intangible Culture Heritages, said the activity aims to help the inheritors expand the marketing channels. Selling their works or products in the market, the heritage inheritors had a timely and full appreciation of the current needs of the people, so as to improve their skills, realize crafts’ value and boost heritage inheritance.

Intangible-heritage master hands in Yunnan province stage a live streaming. (Yunnan Daily/Hou Tingting) 

“The online promotions by heritage inheritors, such as showing via video how to embroider a flower, allowed the audience to see the processing steps and made the cultural products better accepted. So we’ll try to help the inheritors in using new techs for vivid and fresh show-ups,” said Yin Jiayu. In the days to come, Yunnan will offer more online training sessions for inheritors, so that the intangible culture heritages in the province can be known to more.

Writing by Times reporters; Trans-editing by Wang Shixue