Innovative Paths of Intangible Cultural Heritage in Sino-Czech Intercultural Communication -- A Study Based on the Dialogue between the Czech Crystal Glass Industry and Xiamen Bead Embroidery

Abstract

Against the backdrop of deepening globalization, intangible cultural heritage (ICH), as a treasure of national culture, faces the challenge of how to better disseminate and develop on the international stage. Xiamen bead embroidery, a traditional handicraft with profound
historical and cultural significance and exquisite craftsmanship, seeks to expand its influence through cross-cultural exchange. The Czech
market, with its unique cultural consumption demands and open artistic atmosphere, could become a key target for exploring the international
potential of Xiamen bead embroidery.
??This study examines the opportunities and challenges for Xiamen bead embroidery in the Czech market from the perspective of crosscultural communication of ICH. Using a comprehensive research methodologyincluding literature review, market research, case study
analysis, and in-depth interviewsthe study explores effective strategies to promote Xiamen bead embroidery in the Czech market, focusing
on cultural adaptability, market demand, and communication approaches. The findings suggest that through strategies such as precise cultural
resonance positioning, innovative design integration, multi-channel communication, and international cooperation platforms, Xiamen bead
embroidery can enhance its visibility and acceptance in the Czech market while fostering deeper cultural exchanges and understanding between China and the Czech Republic.
??This study holds significant theoretical and practical value for promoting the internationalization of Chinese ICH projects, particularly
traditional handicrafts in specific international markets, and provides insights for other ICH initiatives aiming to expand globally.