In the current "national tide", intangible cultural heritage plays an important role, among which the traditional handicrafts produced by relying on intangible cultural heritage techniques are very representative. From daily necessities such as clothing and furniture, to consumer goods such as toys and figurines, as well as tourism products, traditional handicrafts carry cultural memories and express attitudes and emotions in various scenes, conveying unique emotional values.

Looking back at over 30 years of entrepreneurial history, Xia Hua, Chairman of Evian Group, had the most profound impression of 2003. That year, she walked into Guizhou for the first time. When I saw the exquisite embroidery made with the exquisite skills passed down from generation to generation, I was instantly 'hit'. At that time, I made up my mind to let more people see and fall in love with these cultural treasures, "Xia Hua said.

Since then, Xia Hua has led designers to visit every village in the area, collecting patterns of flowers, birds, fish, and other objects that have been passed down, while also documenting the beautiful stories behind these patterns. She believes that every pattern and legend can evoke emotional resonance and a deep longing for beauty in people's hearts.

How to convey emotions in traditional handicrafts? Xia Hua and his team have been tirelessly exploring for many years.

We have embroidery samples, but in the process of promoting embroidery products from the mountains to consumers, we have encountered many challenges. On the one hand, there are differences between the design and style of traditional embroidery products and modern aesthetics; on the other hand, consumers know very little about the cultural stories behind embroidery products. In order to solve these problems, Xia Hua and his team have researched and established the "National Aesthetics Pattern Database" and "National Craftsmen Database", sorted out more than 8900 national aesthetics patterns, trained more than 25000 embroidery women, and collaborated with cutting-edge designers to integrate fashion elements into traditional handicrafts, transforming them into popular domestic products needed by the market and promoting their integration into modern life.

With the development of the times, in addition to practical functions, consumers also crave to express themselves and find emotional resonance through consumption. Handicrafts based on intangible cultural heritage techniques can precisely meet this demand.

Deeply explore and amplify the emotional value of handicrafts, integrating them into every aspect of product design, brand building, and sales experience, "Xia Hua said. Over the years, Xia Hua has led a team to launch the "Deep Mountain Doll" series of products, and with thoughtful embroidery and stories, has organized nearly 600 deep mountain markets in dozens of cities. At the market, consumers were pleasantly surprised and moved by these handicrafts. They are not only buying a product, but also a cultural experience, a bond that connects them with tradition, nature, and national emotions. A young consumer once purchased a shawl with a Miao embroidery pattern, and after learning that the pattern symbolizes resilience and protection, expressed this feeling: "Every time I put on the shawl, I can draw strength from it, and I feel that those ancient patterns silently support me

After selling "deep mountain dolls" for 5 years, Evian Group has keenly noticed that there are more and more similar products, and quickly upgraded its gameplay by collaborating with AI (artificial intelligence) and digital technology companies to develop "talking dolls" that can interact with people and respond to emotions. At the same time, we will collaborate with technology companies to establish an AI assisted design platform, allowing consumers to also indulge in design addiction. After selecting a pattern in the offline space, many consumers can issue instructions to use this pattern to design a dress, scarf, or pair of shoes. In the process of participation, consumers experience new ways of consumption and emotional feelings. Xia Hua believes that producing these handicrafts is not only a way to inherit excellent traditional Chinese culture, but also to stimulate new consumption vitality, and is an important way to promote high-quality development of the private economy.

Therefore, the embroidery women and their rural areas also benefit. Over the years, many of the embroidery girls discovered by Xia Hua and his team have become leaders in wealth creation.

Pan Yuzhen, 78 years old, comes from Taijiang County, Qiandongnan Miao and Dong Autonomous Prefecture, Guizhou Province, with over 60 years of embroidery experience. In recent years, she has been earning millions of yuan with her daughter and granddaughter on the platform of the deep mountain market. Many years ago, Liang Zhongmei, a one armed embroidery girl of the Buyi ethnic group in Zhenfeng County, Qiannan Buyi and Miao Autonomous Prefecture, Guizhou Province, embroidered butterfly works that were lifelike but could only be sold for a few tens of yuan at a local market. Now, through co creation with designers, the butterfly under the needle and thread has been transformed into a fashionable item, and a Butterfly Fairy IP has been created. The monthly income has increased from less than a thousand yuan to over ten thousand yuan. They not only earn money to support their families, but also create together with their sisters in the village, becoming the main force of the "fingertip economy".

As direct producers of traditional handicrafts, inheritors and artisans of intangible cultural heritage may not consider emotional value as the main consideration, but rather aim for the degree of skill completion. Today, emotional value is changing the single technical dimension of traditional handicrafts. How do inheritors of intangible cultural heritage understand this trend?

During the interview, several inheritors of intangible cultural heritage believed that emotional value can bring certain added value to handicrafts, and only through market testing can the relationship between emotional value and skill inheritance, cultural identity, and benefit transformation be truly reflected. However, creating "emotionally valuable handicrafts" requires precise emotional transmission and finding a balance between tradition and modernity.

Inheriting good skills is of utmost importance. The cultural imprints contained in skills are accumulated over the years and deeply rooted in our hearts. Good intangible cultural heritage products should maintain the accuracy of skills while organically combining these cultural imprints with the characteristics of the times. At this time, emotional value takes root. "Sun Lixin, the fourth generation inheritor of the Jingdezhen ceramic family" Sun Gong Kiln ", believes that placing the beautiful wishes of the new era in works will touch more fundamental and influential emotional values.

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