非遗出圈

When a dusty old tradition — shadow puppetry, embroidery, clay figurines, you name it — suddenly blows up on Douyin and everyone's obsessed with it overnight. China's intangible cultural heritage (非遗, fēi yí) used to gather dust in museums; now Gen-Z creators are remixing it into viral content, and grandma's folk art is getting more views than most K-pop groups. It's heritage with an algorithm boost.

China has one of the world's largest inventories of UNESCO-recognized intangible cultural heritage. As younger generations seek cultural identity and authenticity, platforms like Douyin (TikTok's Chinese twin) have become launchpads for craftspeople and performers. Government cultural promotion campaigns in the early 2020s also incentivized creators to showcase traditional arts, turning niche crafts into mainstream trends and sparking a broader 'national style' (国潮) aesthetic movement.

指传统非物质文化遗产借助社交媒体走红，突破小众圈子被大众广泛关注和喜爱的现象。