Exploring the opportunities and limitations of Yangjiabu new year woodcut prints in product design under the cultural sustainability / Zhang Yuzhu, S'harin Mokhtar, Natrina Mariane P. Toyong.

• Main Authors: Zhang, Yuzhu, Mokhtar, S'harin, P. Toyong, Natrina Mariane
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA, Perak 2024
• Subjects: Wood engraving. Woodcuts. Xylography. Block printing
• Online Access: https://ir.uitm.edu.my/id/eprint/96126/1/96126.pdf; https://doi.org/10.24191/idealogy.v9i1.533; https://ir.uitm.edu.my/id/eprint/96126/; https://idealogyjournal.com/ojs/index.php/idealogy/issue/view/24; https://doi.org/10.24191/idealogy.v9i1.533
• Institution: Universiti Teknologi Mara

YangJiaBu new year woodcut prints are the first batch of intangible cultural heritage in China. Increasing emphasis on the sustainable development of traditional culture in the national cultural strategy has created new opportunities for the revitalization of Chinese traditional culture. With the rapid change of information globalization and economy, the sustainable development and inheritance of folk culture are gradually uncovered, necessitating the urgent need to combine innovation and application of technical materials; concurrently, cultural design has endowed traditional culture with new concepts and techniques. This study focuses on the cultural sustainability of YangJiaBu new year woodcut prints, as well as the possibility of incorporating them into daily design. Understand cultural phenomena and classify cultural design resources in depth by analysing historical context and resources. Using the literature research method and undertaking a VRIO method analysis (a technology that identifies and enhances sustainable core competitiveness based on internal valuable, rarity, inimitable, and organization), This study aims to examine the innovative potential of YangJiaBu new year woodcut prints in the design of daily products. The results will reveal the opportunities and constraints of YangJiaBu new year woodcut prints in contemporary design. These findings will aid in the theoretical understanding of the sustainable development of traditional folk culture, serve as a guide for researchers, and contribute creative sources for contemporary design, thereby enhancing the future cultural protection and culture of China's intangible cultural heritage. Innovative and sustainable applications.