The Study of Zodiac Culture on the Development and Management of Cultural Brands in Jingdezhen Ceramics
Authors: Wang Zhuoxuan , Ruangchewin Puvasa , Panthupakorn Poradee 
Published: September 2024

Background and Aim: Based on the Chinese zodiac culture, this paper explores the brand management of contemporary zodiac ceramics in Jingdezhen. The zodiac culture is one of the most widespread traditional cultures in China, intimately related to every Chinese individual and permeating various fields of Chinese cultural and artistic expression. Regardless of the occasion or form of expression, zodiac patterns exhibit distinct local characteristics and artistic styles. The zodiac accompanies individuals throughout their lives, serving as a symbol used for age counting while also imbuing auspicious meanings and hopeful aspirations. Belonging to the realm of excellent folk art, zodiac culture shines as a brilliant gem in the treasure trove of Chinese culture. Through the study of zodiac ceramics, it is hoped not only to gain a systematic understanding of Chinese zodiac culture but also to reflect the artistic charm of Jingdezhen ceramics. This endeavor aims to inspire ceramic artists and designers, fostering their enthusiasm for creation to produce better works. Consequently, it will lead to a new development for Jingdezhen's zodiac ceramics and ultimately establish a brand for zodiac ceramics.
Materials and Methods: This study adopts the methods of literature review and questionnaire survey to provide a theoretical basis and ideological foundation for the application of zodiac culture in ceramic product design. Relevant journals, academic papers, books, magazines, and online information related to zodiac culture and ceramics are reviewed and organized. Experts, enterprises, and designers are grouped for interviews, and surveys are conducted to understand the clear context of the development of zodiac ceramics and the market trends of ceramic cultural and creative products. In terms of expert selection, we will interview Professor Cao Chunsheng, a doctoral supervisor at Jingdezhen Ceramic University; Zhang Jinghui, president of Jingdezhen Sculpture Association, engaged in the production of zodiac products; and Yu Zhichao, founder of Ceramic Gift Brand, and product designer. We use interview forms and on-site visits to comprehensively understand the current development status and trends of the zodiac in Jingdezhen from academic, production, and design perspectives.
Results: The research findings indicate that zodiac culture is a significant component of traditional Chinese culture. Zodiac ornamentation is frequently utilized in the design and production of ceramics in Jingdezhen as a traditional cultural symbol in China. With the continuous attention to zodiac culture and the persistent pursuit of creative design, the development prospects of zodiac ceramic cultural and creative products will continue to expand, bringing forth more market opportunities and cultural value. The establishment of zodiac brands plays a crucial role in driving the development of zodiac culture. Building a zodiac ceramic brand is not only about product sales but also about cultural expression and the transmission of values. Establishing a zodiac ceramic brand is not only a commercial necessity but also a practical endeavor to inherit and promote traditional culture.
Conclusion: Zodiac ceramics serve as one of the carriers of the zodiac culture. By incorporating zodiac elements into ceramic brands, products can be endowed with richer cultural connotations, attracting cultural enthusiasts and collectors. There is a close connection between the promotion of zodiac culture and the management of zodiac ceramic brands, which mutually promote each other. Through the inheritance and promotion of zodiac culture, we can not only promote traditional culture but also provide new opportunities for creative industries and brand management. By combining creative design, cultural education, and marketing strategies, zodiac ceramic brands can achieve greater commercial success while playing a positive role in the inheritance of cultural traditions.