Intangible cultural heritage consumption grows on China’s Taobao

Chinese consumers’ increased interest in goods that reflect their own culture and heritage has been highlighted by e-commerce platform Taobao in its recent “Intangible Cultural Heritage Consumption Trend Report” which was produced in partnership with the Cultural Tourism Industry Index Laboratory. The report shows that Taobao’s intangible cultural heritage consumption has grown rapidly in the past year.

We’ve picked out some key findings:

  • The transaction volumes of brands focussing on intangible cultural heritage goods has increased for three consecutive years.
  • There are over 25,000 active intangible cultural heritage stores on Taobao. 
  • From 2020 to 2021, over 100 million consumers purchased intangible cultural heritage products on Taobao.
  • Post-85s and post-90s are the main buyers of such products.
  • There were over 3.8 million livestreams related to intangible cultural heritage on Taobao in the past year. 

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