Lao Feng Xiang Shared Intangible Cultural Heritage Innovations at ECUST

Recently, the School of Art Design and Media at ECUST organized a lecture on intangible cultural heritage. The lecture was hosted by Jian· Sun. Wen Huang, the youngest Master of Chinese Arts and Crafts, was invited to introduce the contemporary evolution of intangible cultural heritage (ICH), offering insights for younger generations from the perspective of technological and design innovations.

During the lecture, Huang shared the strategies of Lao Feng Xiang in international communication. In 2024, the brand brought its coronet of “Phoenix Dancing in the Nine Heavens” (Fengwu Jiutian) to Paris Fashion Week, exhibiting it at the Louvre and Place Vendôme, thereby earning global recognition for Chinese ICH. 

She also traced Lao Feng Xiang’s development since 1848, highlighting its fusion of traditional culture and Shanghai-style (Haipai) aesthetics, emphasizing that outstanding national brands inherit both exquisite craftsmanship and cultural responsibility.

Detailing technological empowerment, Huang presented innovative collaboration, including a partnership with Shanghai Jiao Tong University to develop pure gold hardening technology, as well as the revival of the “Dianyu” (feather inlay) technique using naturally shed feathers. She highlighted how the gold coronet evolved into a “China Chic” (Guochao) phenomenon with sales exceeding 100 million yuan. Works like the Dunhuang-style flying horse have won international awards, successfully integrating traditional crafts into contemporary aesthetics.

Huang further detailed explorations in cross-sector integration, including collaborations with Disney and Genshin Impact, alongside the proprietary IP “Fengxiang Baby.” The brand pioneered AI-assisted design in 2023, partnering with Tongji University translate AI-generated concepts into physical designs. Collaborations with the Shanghai Museum on relic restoration also facilitate the living inheritance of traditional techniques.

In the interactive segment, students inquired about how youth can participate in transmitting traditional crafts. Huang emphasized that young people should transition from passive observers to core participants, acting as both consumers and designers.

Concluding the session, students presented a commemorative plaque to Huang. This event demonstrated that continuous innovation enables time-honored brands to flourish, inspiring young talents to engage in cultural heritage preservation.