China-ASEAN Launch Programme to Transform Cultural Heritage into Creative Products

Dunhuang (ANTARA) - China and ASEAN have launched a training programme designed to assist the public in transforming cultural heritage into creative products possessing intellectual property value that can be developed commercially, named the ‘Cultural Heritage IP Incubation Capacity Building Programme’.

“We invite young people from various countries to directly experience the various forms of our cultural heritage protection from generation to generation. We hope that through these various activities, more inclusive and diverse exchange platforms can be built for the youth,” said Yu Yingfu, Deputy Director of the China International Communications Group, in Dunhuang, China, on Thursday (2/7).

Yingfu made these remarks during the ‘Dialogue on China-ASEAN Cultural Heritage’ event, organised by the China International Communications Group (CICG) in collaboration with the Gansu Municipal Government. The event was attended by approximately 150 participants, including researchers, policymakers, media professionals, and content creators from China, Malaysia, Indonesia, Vietnam, the Philippines, and Cambodia.

The activities will be conducted through online training and exchanges, discussing methods to build creative IP products based on cultural heritage, strengthening case studies, commercial operations, and industrial integration without compromising cultural values.

Through both online and offline formats, the programme is expected to encourage the formation of long-term exchange mechanisms between youth in China and ASEAN.

In China, according to Liu Chao, Director of China Intellectual Property Publishing, by the end of 2025, geographically-based IP products recognised and protected in China will reach over 5,000 types, while collective marks and certification marks will exceed 7,400 types, with an annual direct production value surpassing 960 billion RMB (approximately Rp2,541 trillion).

Meanwhile, Indonesian content creator Ikram Rizal, speaking at the same event, noted that today’s younger generation seeks information rapidly. Ikram also shared tips on creating a ‘hook’ in videos—an opening segment lasting 1-5 seconds designed to capture viewer attention and encourage continued watching.

“However, I also hope that more countries will create volunteer programmes so that young people from other nations, who might otherwise be reluctant to travel due to financial constraints or fear of foreign countries, can visit other nations,” Ikram added.