Innovative IP Development and Industrial Integration of Yiwu Brown Sugar From the Perspective of Intangible Cultural Heritage Activation

Against the backdrop of intangible cultural heritage (ICH) activation in China, the innovative transmission and industrial integration of ICH have become increasingly significant. As an officially recognized ICH item of Zhejiang Province, Yiwu brown sugar embodies unique artisanal techniques and carries the cultural memory of Yiwu. However, it currently faces challenges such as discontinuity in transmission, insufficient market recognition, and inadequate industrial integration. Focusing on the construction of a youth-oriented IP system for Yiwu brown sugar within the framework of ICH activation, this study employs field investigations and literature research to excavate the historical, cultural, and craft-related foundations of Yiwu brown sugar. It proposes strategies for developing a youthful IP identity through visual system innovation, digital content creation, and social-media-based dissemination, and explores integrated development pathways across culinary innovation, cultural and creative industries, and digital marketing. The aim is to provide theoretical support and practical guidance for the activation of Yiwu brown sugar as intangible cultural heritage.