Jiang Xunqian makes a paper kite. Photo: Courtesy of Jiang Xunqian

In a recent viral video that garnered over 2 million likes on Douyin, the Chinese version of TikTok, Chinese millennial blogger Jiang Xunqian joined Yi ethnic group villagers in harvesting wild grass to create traditional Yi textiles. 

The process, which included stripping the white fluff from the grass, spinning it into yarn, and weaving it into fabric, showcased the ancient firegrass weaving technique passed down through generations in the ethnic group in Southwest China's Yunnan Province. The craft was included in the provincial intangible cultural heritage (ICH) list of Yunnan in 2009.

From wearing garments and tasting traditional foods made with ancient ICH techniques, the young generations in China are incorporating elements of ICH into their daily lives. They love jewelry and clothing featuring ICH elements, enjoy tasting authentic ICH foods, and collect ICH-themed fridge magnets. Some, like Jiang, are actively learning and sharing these ancient ICH crafts, as part of a concerted effort to preserve, practice, and reconnect with their cultural roots.

"More and more young people are engaging with ICH in today's China, either by learning traditional skills or by promoting them through social media, while the internet has provided a new platform for cultural preservation, enabling young people to connect with their heritage and share it with the world," Bu Xiting, an associate researcher with the School of Cultural Industries Management at the Communication University of China, told the Global Times.

Sense of responsibility

Born in 1996, Jiang has more than 22 million followers on Douyin. Her videos feature various deep dives into ICH handicrafts, from making intricate paper kites to performing the Yingge dance, Huohu (fire pot), and Peking Opera. 

"My grandfather has always influenced me since I was little. He loved Peking Opera, and I've always been drawn to traditional and retro aesthetics," Jiang said in the interview with the Global Times. "As I grew older, I found myself naturally attracted to these traditional crafts."

In 2023, Jiang became the first female disciple of the national ICH Queshan Datiehua (molten iron fireworks), which involves intricate iron flower displays by throwing molten iron into the air at temperatures as high as 1,600 C. 

Inheritors of the intangible cultural heritage project perform Datiehua in Luoyang, Henan Province. Photo: VCG

In a video on her personal account, Jiang shares her journey of apprenticing under a master to learn the art of Datiehua. The video culminates in a stunning scene of her standing under the iron fireworks. The video has garnered over 7 million likes, with countless viewers expressing support and admiration, saying they discovered this dangerous yet beautiful traditional craft thanks to her content.

Jiang's passion for ICH extends beyond just personal fulfillment. She believes there's an urgent need to capture and preserve these disappearing crafts before it's too late. Moreover, some senior ICH practitioners still earn a living through these ancient crafts.

"I want to bring these stories to the public," she said. "These artisans need to have their work recognized by more people, not only to ensure the preservation of their crafts but also to improve their lives."

Jiang's mission to revive ICH is not just about recording techniques for posterity. It's about creating a shift in how the modern world views these crafts, helping them thrive in contemporary settings. 

"Many ICH practices, like Datiehua, are on the brink of disappearing," Jiang said. "When I first learned these techniques, I felt a strong sense of mission." She stressed that ICH is a cultural treasure left to us by our ancestors, and it's up to the younger generation to ensure its survival. "I want to bring these practices back into the public eye through my videos."

"(ICH) preservation is not an individual effort; it's a collective one," she noted.

Collective efforts

Jiang is one of many young individuals doing their part to keep China's ancient traditions alive in the modern age. Many young influencers are using social media platforms to share videos of traditional crafts and promote ICH culture.

A report released on June 5, 2024 by Douyin revealed that more people are preserving and promoting ICH on the platform, with those born after 1995 becoming a driving force. As of June 5, 2024, there were 1,428 ICH inheritors on Douyin, including 199 under the age of 30.

In addition to using digital platforms, these young ICH practitioners are also exploring other ways to resonate with their peers.

Take the young ICH shadow puppetry artist Jiang Yeshuang as an example. In her view, the responsibility of preserving traditional culture is not just about passing on skills but also about transmitting cultural values. "For young people to truly embrace and take on the responsibility of protecting and promoting traditional culture, they need to first recognize and connect with it."

To make shadow puppetry more accessible, her team has worked to bring the art form to communities, offering performances and shadow puppetry workshops. By bringing these performances to local neighborhoods, more people, especially the young, get to experience this traditional form of storytelling. "When young people see the charm of these crafts, they will naturally feel a responsibility to protect and pass them on," she said.

"Every effort made by participants in ICH preservation is invaluable," Bu told the Global Times. "Together, they are weaving beautiful stories that show the world the depth of Chinese culture. Only by adapting to the times can these precious cultural treasures shine even brighter in the new era."