Author(s)

Wenxing Yu

Corresponding Author

Wenxing Yu

Abstract

Traditional arts and crafts are not only the wisdom of the working people's long-term manual production practices, but also an important carrier of national traditional culture and an important part of intangible cultural heritage. In the context of co-construction of the One Belt and One Road”, the protection, inheritance, innovation, industrialization, and branding development and dissemination of traditional arts and crafts should all follow the trend of the development of the times on the basis of inheriting traditions, and it is necessary to inherit traditional culture. The old elements of the brand must adapt to the development trend of fashion and internationalization, and inject new energy into the intangible cultural heritage brand. This article will take the intangible heritage brand Carpenter Tan as an example to discuss the brand construction, brand culture shaping, brand promotion and dissemination of traditional arts and crafts intangible heritage.

Keywords

Carpenter tan, Brand, Intangible cultural heritage, Traditional arts and crafts