Scienjoy Kicks off “Rediscovering Intangible Cultural Heritages” Project to Facilitate Inheritance of Traditional Culture with Livestreaming

On November 11, or better known as the “Double-11 Day”, China’s leading mobile livestreaming platforms provider Scienjoy officially launched its “Rediscovering Intangible Cultural Heritages” project, which focuses on the dissemination and inheritance of China’s rich intangible cultural heritages (ICHs), fuses traditional culture with the trending livestreaming context, allow inheritors and fans to express and share on livestreaming platforms, and further improve the quality and tonality of livestreaming contents. The project kicked off with the start of the “Shining Intangible Cultural Heritages” campaign on Scienjoy’s Lehai platform.

At present, China's ICHs are divided into 10 categories, and 3,610 practices have been classified as state-level heritages. While ICHs embody the emotions and traditions of the Chinese nation, they are facing various challenges such as hibernation in market function, loss of craftsmanship, and difficulty in finding inheritors, due to the transformation and development of our society. In recent years, many ICH practitioners have been trying to ride the digital trend, in particular emerging media forms such as livestreaming and short video, to facilitate traditional cultural inheritance.

Since 2016, Scienjoy, deeply concerned about the development of China’s ICHs, has launched special campaigns that visited numerous provinces and autonomous regions including Beijing, Hubei, Anhui, Zhejiang, Sichuan, Shaanxi, Liaoning, and Inner Mongolia to deeply explore the birthplaces of ICHs and closely approach their inheritors and practitioners. It has so far launched nearly 200 themed livestreaming sessions, successfully attracting more users, especially young viewers, to pay attention to these brilliant cultural gems.

Scienjoy’s latest “Rediscovering Intangible Cultural Heritages” project will creatively integrate elements of ICHs into user-customized gifts, allowing such elements to fuse with both online virtual gifts and offline physical customizations. Leveraging the high appeal of livestreaming platforms, the project will involve inheritors and fans for shared participation and expression, creating optimal conditions for ICHs to revitalize and connect with modern life. It will also help ICH inheritors expand their source of income, providing practical support for them to further develop high-quality livestreaming contents.

An executive in charge of operations at Scienjoy noted: "As an Internet company with a strong sense of social responsibility, Scienjoy sincerely hopes to do something profound that truly helps China's ICHs continue their past glory, effectively safeguards their craftsmanship, and allows ICH inheritors to connect with a broader audience through Scienjoy’s livestreaming platforms. That’ because we value their skills, care for the spiritual essence of ICHs, and want to help inheritors spread and pass on such invaluable assets."

With the “Shining Intangible Cultural Heritages” campaign marking the start of Scienjoy’s “Rediscovering Intangible Cultural Heritages” project, the company will continue to explore and optimize more ICH-themed contents, and develop more diverse and more enjoyable highlight contents, presenting users with brand-new livestreaming experiences that are ICH-focused.