Author(s)

Yujing Tang

Corresponding Author

Yujing Tang

Abstract

Under the perspective of “one belt and one road”, the cultural exchanges between China and the countries along the line become more frequent, providing new historical opportunities and challenges for the development of traditional arts and crafts in Xinjiang. Based on the field survey, this paper elaborates the current situation of the low value and brand awareness of Xinjiang's traditional crafts, and explores the brand construction of Xinjiang's traditional crafts by referring to relevant brands at home and abroad and combining the local reality.

Keywords

One Belt and One Road; Xinjiang; Traditional Craft; Brand