Going global via tiktok: an incubation strategy for huxiang’s intangible cultural heritage products

This comprehensive study develops and validates a strategic incubation framework for the internationalization of Huxiang’s Intangible Cultural Heritage (ICH) products through the TikTok platform, addressing the critical intersection of cultural preservation and global market integration in the digital age. Building upon established research documenting the symbiotic relationship between ICH-related industries and the knowledge economy, this investigation employs a mixed-methods approach combining digital ethnography, content analysis, and cross-cultural communication theory to examine how traditional crafts from China’s Hunan region can achieve meaningful global presence through platform-native strategies. The research analyzes 450 posts and 22,000+ user interactions from five representative Huxiang ICH TikTok accounts over a three-month period, identifying four interconnected strategic pillars that constitute an effective incubation model: cultural translation through micro-storytelling, platform-optimized content architecture, algorithmic community cultivation, and sustainable commercialization pathways. Findings demonstrate that successful internationalization requires sophisticated adaptation of heritage narratives to resonate with global audiences while maintaining cultural authenticity, a process that transforms traditional crafts into viable elements within the creative economy. The study reveals that TikTok’s participatory ecosystem enables a form of platform-enabled cultural entrepreneurship wherein heritage bearers evolve into digital opinion leaders, facilitating cross-cultural dialogue and value creation. This research makes significant theoretical contributions by extending current understanding of digital heritage dissemination and provides practical, actionable guidance for heritage practitioners, cultural institutions, and policymakers seeking to leverage social media for cultural sustainability and economic development. The proposed framework addresses identified gaps in strategies for digital ICH dissemination while offering a replicable model for other cultural regions navigating the complexities of digital globalization.