Reviving Craft: Bringing Chinese Intangible Heritage and Brands to Global Markets
Location: Milan, Italy · London, United Kingdom
Challenge
Reviving Craft brings Chinese intangible cultural heritage and contemporary design together with partner-brand stories. In Milan and London, the project faced audiences with different cultural backgrounds, media habits and expectations for cultural experiences. The task was to make Chinese culture more than visible: it needed to be understood, experienced and shared by local audiences. That meant connecting creator-led storytelling, local platforms and event channels so online interest could lead to real exhibition visits.
2025.10 | Milan | Palazzo Serbelloni
The Milan edition used intangible-heritage stories as its content anchor, bringing together creators from China and overseas. Starting from cultural and lifestyle perspectives familiar to local audiences, the campaign created an accessible entry point to Chinese intangible heritage and contemporary design. During the exhibition, a pop-up activation was planned in front of Milan Cathedral, using the city landmark as a setting for a themed installation, on-site interaction and exhibition previews to attract public participation and build awareness and conversation. The “Frame the East” pop-up further extended the online story into an in-person experience. Spatial design, interaction and limited-edition gifts encouraged participation, conversation and UGC sharing, expanding the project’s reach across local Chinese communities and art and culture circles.
2026.09 | London | Somerset House
For local and international audiences in London, the exhibition and partner-brand stories were shaped in English and for local context. Lifestyle, art and design, and culture creators helped sustain discovery through Instagram. Eventbrite carried practical information and bookings for English tours and live sketching, while Rednote served overseas Chinese and other Chinese-speaking audiences. Each channel had a clear role—from discovery and event information to registration—making it easier for audiences to move from noticing the exhibition to deciding to attend.
Series Impact | From Content Discovery to On-site Participation
In Milan, the pop-up experience and on-site interactions encouraged participation and social sharing. In London, event bookings drew a positive response, and some visitors made a special trip after seeing content on Instagram or Rednote. Across the two cities, the project built a connected path from creator content and social discovery to local event registration, in-person experiences and audience sharing—bringing Chinese culture and partner brands into the lived experience of audiences in different markets.
Project Perspective | Making Cultural Communication a Local Experience
Taking culture abroad is more than translating words. It means starting from local interests, forms of expression and participation habits to create a meaningful entry point. Creator content helps audiences discover the exhibition and build interest; local social and event platforms provide continued contact and a clear booking path; on-site experiences turn interest into attendance, conversation and sharing. When content, channels and experiences work together, cultural communication becomes part of local audiences’ decisions and everyday contexts.
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