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on september 8, 2024, the "using porcelain as cloth to dye and create flowers" joyye zhuoyi intangible cultural heritage tie-dyeing and ceramic art and culture exchange and new product launch conference kicked off in guangzhou. national intangible cultural heritage inheritors, art and culture industry experts, and media professionals gathered together to witness the launch of joyye zhuoyi's "dyeing and creating flowers" art porcelain gift products that innovatively integrate intangible cultural heritage and ceramic art, and opened a splendid art and cultural feast with the theme of promoting the inheritance and innovation of intangible cultural heritage.

meet yaogu to interpret the fusion and innovation of intangible cultural heritage tie-dye and ceramic art

joyye ceramic art life is committed to ceramic creativity and sharing the aesthetics of life. for many years, it has been committed to the promotion and development of chinese traditional culture.

from 2023 to 2024, ms. zheng suhua, founder of joyye zhuoyi ceramic art lifestyle brand, led the team to yaogu village, libo county, guizhou twice to collect folk customs and trace the origins, and learned the intangible cultural heritage tie-dyeing techniques from the buyi dyeing women. it took 10 months and more than 200 flower surfaces were developed. with the ultimate ingenuity, the joyye zhuoyi dyeing art porcelain gift series came into being.

the dyeing and flowering series uses ceramics as its canvas, integrating relief and intaglio techniques to depict the delicate texture of isatis indigotica. it also ingeniously integrates the binding and dip-dyeing features of tie-dyeing into ceramic art works, striving to inject the artistic soul of tie-dyeing into the body of ceramics.

at the press conference, ms. zheng suhua led the guests to visit the art gallery, and together they returned to the scene of visiting yao ancient village and communicating with the dyeing ladies, and felt the creation and development process of the dyeing rhythm and flower series.

a senior sculpture designer from the joyye ceramic art lifestyle brand demonstrated on-site the processes of throwing and carving. he maoqing, a state-level inheritor of buyi fabric art, performed the bundling and dyeing processes of the intangible cultural heritage tie-dyeing, allowing the guests to deeply feel the similarities in techniques between the intangible cultural heritage tie-dyeing and ceramic art.

on the same day, ms. zheng suhua presented some of the "dyeing rhythm and flowers" design manuscripts to the libo county women's federation and qiannan prefecture craftsmen, hoping that the two sides could bring more inspiration to the creation of traditional craftsmen in this cultural exchange. he maoqing, a state-level inheritor of bouyei fabric art, said: "i was very inspired and moved when i saw these design manuscripts. after returning, i will discuss with the designers to create more new texture patterns that incorporate fashion elements for tie-dyeing."

the promotion of hundreds of stores has brought the charm of flowers into thousands of households

currently, joyye zhuoyi ceramic art life has more than 700 cooperative outlets across the country. each partner turns into a spark, bringing the intangible cultural heritage tie-dyeing to the whole country, allowing the precious intangible cultural heritage to truly enter thousands of households.

joyye zhuoyi ceramic art life, represented by guangdong, shanghai, sichuan, shandong, henan, anhui, zhejiang, xinjiang, tianjin, liaoning, shandong, heilongjiang, jilin, jiangsu, shaanxi and other provinces, launched the "inheriting cultural treasures * 100 stores communication plan", using joyye zhuoyi dyeing rhythm and shenghua new products as a carrier to gather more strength and work together to promote excellent traditional culture.

the collision of ideas opens a new chapter in the inheritance of intangible cultural heritage

culture needs communication and collision, and inheritance requires the participation of more forces. many national intangible cultural heritage inheritors and art industry experts gathered at the scene to discuss the theme of the marketization of intangible cultural heritage.

mr. chen wenmin, the inheritor of the national intangible cultural heritage guangcai, has been carrying on the intangible cultural heritage since 2005. he said, "culture needs to cross boundaries and collide, constantly generate new ideas, and give new vitality to traditional culture."

teacher wang xinyuan, a representative inheritor of the national intangible cultural heritage of guangdong embroidery, has been working in the field of guangdong embroidery for 29 years. he believes that the development of intangible cultural heritage needs branding, commercialization and industrialization, and the creation of a large-scale brand commercial cultural group can attract more outstanding talents to devote themselves to the dissemination and development of intangible cultural heritage.

ms. chen xiaoqin, the manager of the contemporary art institution "art vc", shared that "through curating and better scene-based marketing, we can turn business back into art and promote intangible cultural heritage to more people."

ms. li huijuan, a promoter of the cultivation of intangible cultural heritage, said that the inheritance of intangible cultural heritage needs to be brought into schools so that children can recognize and understand it, and let them understand and fall in love with intangible cultural heritage through experience and play.

finally, general yu pengxiang, honorary president of the provincial traditional culture promotion association, summarized it in one sentence: i hope that chinese traditional culture will set sail from now on under the leadership of joyye zhuoyi ceramic art life, create a new pattern and write a new chapter together.

joyye zhuoyi ceramic art lifestyle brand will be guided by the artistic porcelain gift of dyeing rhythm and creating flowers, continue to extract the essence from tradition, seek innovation in modern times, and pay tribute to and promote chinese traditional culture.

the dyeing rhythm and flower dinner conveys the life aesthetics of intangible cultural heritage

that night, the guests moved to the joyye zhuoyi ceramic art garden to share the dyeing charm draw dinner. with the background of food, every cup and every lamp showed the charm and beauty of the intangible cultural heritage tie-dyeing. in the rich cultural atmosphere, the guests tasted the food while talking about art, and felt the intangible cultural heritage life aesthetics brought by the joyye zhuoyi ceramic art life dyeing charm draw draw din series.

joyye

joyye, a ceramic art lifestyle brand, was founded in 2002 and inherited from a ceramic family. driven by the mission of "devoting ourselves to ceramic creativity and sharing the aesthetics of life", we use the value concepts of art, creativity and humanity to create works that blend tradition and modernity, the east and the west, art and life, bringing "china back to china" to our homes.