Exploring the Digital Inheritance and Commercialization Strategies of Chinese Han Embroidery from the Perspective of Generative Art
Authors: Fangchao Yang , Qian Bao , Yifan Ding 
Published: November 2024

This paper endeavors to delve into the inheritance pathways and commercialization strategies of traditional Chinese embroidery patterns against the backdrop of the digital-intelligence era, with a particular focus on Hubei Han Embroidery, a non-material cultural heritage that embodies profound cultural depths and unique artistic values. As technology advances rapidly, digital-intelligence technologies present unprecedented opportunities and challenges for the preservation and transmission of traditional cultures. By analyzing the artistic features, cultural connotations, and current state of inheritance of Han Embroidery patterns, this study integrates cutting-edge theories from the field of design studies to propose a series of strategies that foster the inheritance and development of Han Embroidery patterns in the new era.Firstly, the paper traces the historical origins of Han Embroidery, elucidating its artistic charm and craftsmanship as a significant representative of Jingchu culture, encompassing intricate stitchwork, rich color utilization, and profoundly symbolic pattern designs. Subsequently, it delves into the impacts of the digital-intelligence era on the traditional embroidery industry, highlighting the potential and application prospects of digital technologies such as 3D scanning, Virtual Reality (VR), Augmented Reality (AR), and Artificial Intelligence (AI) in preserving, replicating, innovating, and disseminating embroidery patterns.In terms of inheritance strategies, this paper underscores the significance of constructing digital platforms. By establishing a Han Embroidery pattern database and developing interactive experience applications, it aims to facilitate the widespread dissemination and popularization of Han Embroidery culture. Concurrently, it advocates a cross-disciplinary fusion approach, encouraging the integration of Han Embroidery with modern design, fashion industries, and cultural creativity sectors to create new products that align with contemporary aesthetics while embodying the essence of traditional culture. Furthermore, the paper discusses innovations in talent cultivation and educational models, advocating for the establishment of an integrated industry-academia-research inheritance system to nurture a new generation of inheritors who are proficient in both traditional craftsmanship and modern design skills.Regarding commercialization strategies, this paper analyzes shifts in market demands and consumer preferences, proposing precision positioning, brand-oriented operations, and online-offline integration strategies to enhance the market competitiveness and brand influence of Han Embroidery products. Through various channels such as hosting cultural festivals, participating in international exhibitions, and expanding e-commerce platforms, it seeks to broaden the market reach of Han Embroidery products, thereby achieving a win-win situation between economic benefits and cultural inheritance.In conclusion, from a design studies perspective, this paper provides an in-depth exploration of the inheritance and commercialization strategies of traditional Chinese embroidery patterns in the digital-intelligence era, taking Hubei Han Embroidery as a case study. It presents practical proposals and recommendations aimed at contributing wisdom and momentum to the innovative development and sustainable inheritance of traditional Chinese culture.