On June 3, the 9th International Festival of Intangible Cultural Heritage, Chengdu, China (ICH Festival), concluded. The festival drew over 217,400 on-site visits and achieved remarkable success in ICH brand IP licensing, with signed agreements totaling 350 million yuan—a new high for IP licensing deals at the event.
The current ICH Festival lasted seven days and brought together over 600 ICH representative projects. At the international handicraft exhibition, 76 projects from 34 countries showcased the diversity of craftsmanship from around the world. The festival introduced a new "Guest Country of Honour and Guest City of Honour" mechanism for the first time, inviting Malaysia as the guest country of honour and Algiers (Algeria), Penang (Malaysia), Chiang Mai (Thailand), and Bari (Italy) as the guest cities of honour, thereby using ICH as a bridge for communication. Guests from participating countries praised the festival for exploring extensive and in-depth approaches to cooperation and exchange.
It is worth noting that this year's festival demonstrated multiple possibilities for integrating ICH into modern life, such as "ICH + technology" and "ICH + culture-tourism". Committed to making the festival a celebration for the people, it attracted numerous citizens and tourists through programs like Dragon Boat Festival interactive activities, an international food week, and traditional medicine experiences.
A major highlight of this year's ICH Festival was the successful holding of the International ICH Brand IP Licensing Exhibition. Through diverse roadshows, sharing sessions, and promotional events, such as ICH brand IP licensing launches and dialogues on ICH brand IP cross-sector applications, the festival bridged intangible cultural heritage with market needs. This approach sought to spur growth through showcasing heritage and to ensure its continuation through development. The licensing exhibition showcased 149 ICH brand IP projects, with 36 successfully signed licensing agreements totaling 350 million yuan.
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