During the critical stage of 2025 when China is fully advancing the 15th Five-Year Plan and accelerating the construction of a cultural power, the Cyberspace Administration of Shaanxi Provincial Party Committee launched an online communication campaign themed “Intangible Heritage Inheritance ·Shanxi Shines in China—The Revitalization of Traditional Heritage”. Guided by digital technology innovation, the campaign promotes the protection and dissemination of intangible cultural heritage. The activity is providing a distinctive “Shaanxi Model” for the creative transformation and innovative development of Chinese civilization, enabling China's intangible cultural heritage to radiate new vitality in the global cultural context.

Shaanxi, as a vital cradle of Chinese civilization, boasts a wealth of intangible cultural heritage resources characterized by a complete system and diverse categories. The profound elegance of Guanzhong ritual music, the bold and unrestrained spirit of the Loess Plateau culture in northern Shaanxi and the time-honored charm of the Qinling-Bashan mountain region together form a continuous chain of civilization stretching back thousands of years.

Yet in the digital age, the traditional conservation methods relying on manual documentation and oral instruction failed to meet cognitive needs of the public, especially the younger generation. Faced with such practical challenges as insufficient communication reach and low digitalization level, Shaanxi is actively transforming its intangible cultural heritage from static preservation to dynamic communication and from a single cultural resource into a cultural productive force with sustainable creativity, thus engaging in global cultural exchanges with a more open mindset.

The core highlight of this campaign lies in the in-depth application of cutting-edge technologies, such as AIGC, in the generation of intangible cultural heritage videos and images. By simulating light and shadow, reconstructing movements and restoring textures, Shaanxi’s representative intangible cultural heritage forms, including Qinqiang opera, shadow puppetry, paper-cutting and Chang’an drum music, are presented in a more refined, immersive and emotionally resonant manner. Because of this, traditional craftsmanship begin to take on new artistic vitality while retaining its authenticity, which enhances its cross-cultural communication capacity. The “three AIGC long scrolls themed on regional cultures” and “five AIGC creative videos” launched in the campaign have built a digital cultural map covering Guanzhong, Northern Shaanxi and Southern Shaanxi. This initiative upgrades fragmented records into a systematic and sustainable content expression framework, and turns them into shareable immersive digital experiences for global audiences. Such a transformation enables ancient craftsmanship to communicate with the world through a cross-cultural and cross-linguistic visual language, making it a brand-new medium that connects civilizations.

The pulse of civilization has traveled across millennia, and leaps in technology are now infusing it with new vitality, making civilization tangible and perceptible. The campaign “Intangible Heritage Inheritance · Shanxi Shines in China—The Revitalization of Traditional Heritage” has enabled Shaanxi’s time-honored intangible cultural heritage to break free from the dust of history, telling the beauty and wisdom of the East to the world with a more free and open posture, and allowing the intangible cultural heritage craftsmanship embedded deep in history to be reinterpreted by the world in an entirely new way.

In the future, Shaanxi will continue to use unlock the boundless potential of culture through digitalization so as to enable intangible cultural heritage to embrace new trajectories of development in the new era. Shaanxi will show Chinese stories to the world and Shaanxi’s chapters that brim with contemporary creativity and cultural appeal.

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