Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)

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Research on the Construction and Communication Strategies of Rural Intangible Cultural Heritage Brands

— A Case Study of Baishuidong Village in Hunan Province

Authors
Mingjie Ma1, *
1North American International School, 201199, Shanghai, China
*Corresponding author. Email: amber.liu@beyongdthecity.cn
Corresponding Author
Mingjie Ma
Available Online 26 February 2026.
DOI
10.2991/978-2-38476-541-6_11How to use a DOI?
Keywords
Rural intangible cultural heritage; cultural brand; Baishuidong Village; communication strategy; intangible cultural heritage empowerment
Abstract

This paper takes Baishuidong Village in Hunan Province as its research subject, focusing on the construction and communication strategies of rural intangible cultural heritage brands. It provides a detailed overview of Baishuidong Village and the current status of its local intangible cultural heritage green tea, indigo dyeing, and embroidery industries, including their operational models, brand development, and challenges faced, while also exploring the challenges of village tourism branding. Finally, it proposes a dissemination strategy based on short videos, pointing out the current shortcomings in dissemination and emphasizing the need to combine intangible cultural heritage with fashion trends, leveraging content marketing to build brands and promote rural industrial development.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 February 2026
ISBN
978-2-38476-541-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-541-6_11How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mingjie Ma
PY  - 2026
DA  - 2026/02/26
TI  - Research on the Construction and Communication Strategies of Rural Intangible Cultural Heritage Brands
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 89
EP  - 94
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_11
DO  - 10.2991/978-2-38476-541-6_11
ID  - Ma2026
ER  -